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My watch of choice for "Sunday Best" club rides is my 1972 Rolex Oyster Perpetual, which was marketed as a "sport watch" by Rolex back in the '70s. It's link surprisingly light, with a sleek low-profile dial, a speedmaster professional moonwatch hand-wound mechanism, link and an elegant bracelet. It has no fancy bells and whistles, which suits my style of riding. For me, it's more about smiles than miles.

It was link never exactly possible to feel, as a watch writer, as if you were making any major difference in the course of human history, but now if you're what's euphemistically called a luxury lifestyle journalist, there are more link reasons than ever link to feel like you're fiddling while Rome burns.

You mentioned younger customers younger collectors and a whole new audience discovering the brand. In the U.S. I don't know about in Europe one way that young people discover link Patek Philippe is through music especially hip-hop. And I'm sure you've heard the statistic about the number of link hip-hop songs that mention link Patek Philippe.