A. Lange & Söhne

Pic credit Peter Chong. Deployant.com ...  

While your watch is being repaired or serviced, they loaned one of these I guess ..

loan you a watch further up the range. The smart car dealers I know used to do this.

Of course it is a great idea. But the people didn't want to give it back... asking... praying the brand to be able to purchase it. And since it was not possible, this positive gesture was leading to a negative atmosphere. So Lange gave up. Fx