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Cartier

It's not actually about marketing or cost but practicality for most wearers

 

But practicality. Most average watch buyers want something simple and easy to use, and a friction fit crown is easier to use - no need to screw down and less chance of crossed/stripped threads.

The cost of adding a screw down crown is minimal, there are plenty of low price watches with that, but in this case it's to cater to the majority of the market, which a watch like Calibre was designed to do.

- SJX

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