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No doubt this is an investment. Wealthy people don't do anything of this scale without advisers, and classic cars are an excellent example. Someone probably showed the buyer how it would appreciate at some rate. Don't see why Rolex would buy it when it would be cheaper for them to probably re-create it with old tooling if they really felt the need. Rolex doesn't seem as enthusiastic with its heritage as collectors and fans, which is another reason why I don't think they bought it. You don't get to be a company like that by buying-back old examples of your products at those prices.
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