ALS does not build their brand with the advertising and PR that PP and Rolex do, their watches are commingle refereed to as “hockey pucks” and they all pretty much look the same, just beautiful movements and complications, no disrespect intended. It is what it is, I own 3 Lange which I love but bought right so I haven’t lost money on them. Let’s face it, the steel sport watches are the ones with crazy values, they are lower priced, utilitarian, and and cool to anyone not a purists. Purists love the extra mile ALS goes on their movements etc but the general market either doesn’t know or doesn’t care and that is where the hipe comes in. Tthe general consumer believes what they read and see (PP Rolex), thinks it’s the hot ticket and wants to copy everyone else...Jim