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While we're at it, you could also question why do Rolex put "Officially Certified" (Chronometer should be enough) or "Swiss Made" there. Or why do they write "Chronometer" there at all. If all Rolex watches are officially certified chronometers, and they're all swiss-made, it's not necessary to indicate that on their dial. But for marketing reasons it's useful to put such proud things on the dial. And using such words like "Superlative" (Rolex), "First" (... watch on the moon, Omega Speedmaster) or "Best" (no example, I hope) may just seperate those pieces from other brands. Even if you're certain Rolex makes the best watches, it's nice to get reassurance from the watch itself -- it is really a superlative piece, it says on the dial ;)
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