...unusual designs, Geneva seal decorated movements, colorful dials, top notch packaging, premium pricing etc. We know how short-lived the 'prime' for watches is. Something new is thrown at us every SIHH/Basel and inbtwn now with Hodinkee and others. If you can live above the fad this one is nothing to sniff at and I m sure the price is almost eq to Rolex President 40mm.. lolz