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Yes it doesn't make it right but reason why all the "big" Swiss watchmakers do that is to control their watch images otherwise there would be all kinds of customer mods being created. Image is everything and controlling the brand is key - look at vladdys watches who'd beleive Rolex made those ? Some do but if it wasn't for Rolex strict image controls many wouldn't know if what they bought was original or not, and this control is in my eyes a good thing.
Everyone is free to modify their watch in any way that choose to do so however knowing that they are then on their own.
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