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I was discussing this with a friend earlier. AP used to thrive on individuality.

 

And they still do with highly complicated pieces. But outside of the CODE Starwheel, what have we seen recently with unique detailing like a Survivor or Barrichello? Or even movement based rarities like the regatta countdown timers on the Polaris / carbon Alinghi? They used to make watches very specific to a sport or event. Nowadays, it is more re-dialing an existing watch with a celebrity's name on it. I guess we can credit the (RE)Master watches, but these will have a very limited market and appeal.

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