When it comes to deciding on a new watch, I know I think about all the usual suspects: build quality, fit and finish, movement, and most importantly (for me anyway) is the look. In my conversations with other enthusiasts, brand heritage has also come up. But what happens if you’re looking at brands who are not old enough to have years of heritage? Well, I would argue that it’s important to discern what that brand stands for – their ethos.
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