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The GM is helping elevate their prestige. This happened more than a decade ago with the sneaker market. Same thing just with an extra digit or 2. Lots of people are also now buying watches from ADs for the sole purpose of reselling.
They could care less than they aren’t receiving the profits from the GM. It’s all about the product being perceived as exclusive. Luxury ceases to be luxury if it’s not exclusive.
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Rolex 116710 BLNR
Rolex Day Date 118238 Champagne/Batons
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