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Do they need to up their marketing?
Patek or tiffany could set a price of 1m for each watch and still sell out in minutes
Hypothetically if they bought it a 6.6m they can sell the 'normal' one for 1m... See @Tenderloin post above. Est at most $80k? now $280k
That $1m is only achievable if the Tiffany is higher... Makes financial sense. You only need to sell 6 to cover cost, generating a 144m from the rest.
Economix
$6,503,000
... Great way to up your marketing game if you bought it yourself though....