DeF's business model is classic: first, 'low investment, high publicity'. So, together with a watchmaker, DeF assemble sample watches with Longines movements from a well-known parts distributor, dials from a Swiss factory and cases made by CAD-CAM locally. Some of the refinishing of some of the movement parts is by the watchmaker and some by jewellery workers. The publicity is by attendance at Swiss shows, but primarily on the internet, targeting high-income markets outside the EU. The second part of the DeF business model is the classic 'defray risk'. This is done by requiring 50% deposits from customers, combined with long delivery dates. In DeF's case, the deposits are so large, US$20,000+, that they cover all refinishing & assembly costs and the dates so long, 8+ months, that they remove production risks and allow for increase in demand. Whether DeF's products are worth their high prices and long delivery dates - compared to watches from well-known makers, available today at similar or lower prices - are for customers to decide, of course.