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Sumo-
Just going where the eyeballs are.
But yeah
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Why trust them any less than someone like Rolex or Omega who advertise on huge billboards outside airports? Advertising on Instagram is likely the most cost effective way for them to get their name out there. Obviously not an apples to oranges comparison but unsure why advertising location for an established brand really matters.
I personally like what Yema are doing. Yes, I think they're a little pricey but I like the watches themselves.
Howard
JB
At $1600 aud I don't like the yema French airfoce superman that much.
The navygraf is good, always look at it just not sure about the orange and yellow combo or the 19mm lug width.