the "Firenze" makes the 605 into a postcard for tourists (luckily they didn't add "wish you were here"). I would have relegated "Firenze" at the back of the watch, no more no less. Where on the...open back? Anywhere somebody interested would bother to go look for it. Don't get me wrong. I understand marketing, sales, balance sheets and bottom lines. I also understand tourism and the need to "show" you have been in Florence. I have only expressed my opinion on the object "per se", It goes without saying that I would have done the same thing with the 604, although the elaborate carvings, after the Duomo motifs, might justify (IMO) the addition of the word Firenze on the dial a bit more.