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The reality is neither brand is "exclusive" however, certain Panerai models are definitely exclusive. A one year production run of 50, 100....500 world wide to me is exclusive. Rolex is less exclusive than Panerai and has more ADs, marketing, etc. therefore it would only seem logical that there would be a larger public perception that it is the watch to have. I also do not see where someone expects to pay a few thousand dollars for a watch that is not common. Now does it really mater? To some yes to others no. Some just want a good quality watch others want a more limited possibly collectable piece.
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