The brand isn't as strong as VC nor the production so limited as ALS, dropping ADs and pushing the price higher is an aggressive move. I think they sell shed loads of reversos in China so maybe the price moves are really for that market? It feels like Richemont is just running the same play over and over again across the portfolio not necessarily taking into account whether that same formula works for each brand. Can Panerai survive a 30% price increase and go boutique only? I hope we find out š