I'm really proud with the vision that Theirry Stern has for these events. These events are costly but ultimately a GREAT business decision as they really educate people about the art of watchmaking, and it gets people excited about the various arts that go into watchmaking. Combined with the goodwill it generates for the brand - I'd say that this is the most amazing thing that Thierry Stern has done not only for his own brand, but for the entire watchmaking industry. You'll see people there with Rolexes, Breguets, APs, and I saw a lot of JLCs this time. They all like watchmaking and they leave liking it even more and knowing A LOT MORE about the topic. It really helps the industry as a whole - regardless if you like Patek Philippe or not.