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The technique of transparent marketing is very unique for watches and the watch looks well made but sold at an affordable price at the same time. Furthermore the watch is sleek and classy and is not very mainstream. I think that this watch would be very popular with the trend nowadays.
Nice find @eugeneseng! It reminds me of the similar business models of Everlane (fashion) and Warby Parker (glasses) where they go direct to consumer. I do like the look of the watches though, especially the Marron design. Which is your favourite?
Btw, have you checked out or heard of Nomos Watches?