For me, the watch buying is an easy process, i see a watch i like the look off, and i look into it, then if i get good answers to my questions i buy it.
With Rolex, i love the Submariners and GMTs, all in i've had 7 Rolexes and i love the plain look of the sub, the movement in it, as with most rolexes is a robust movement that's built to take some punishment and keep ticking, it's not pretty and it's not complicated, it just works. It's the same with ETA, they're not pretty, they're not complicated, they just do what they're meant too, work without fault.
A lot of people feel that it cheapens a brand as well by using an ETA, but movements follow a similar path, they all have a purpose and are built to suit, a Rolex movement and an ETA movement will do the exact same job, the difference is that Rolex have spent decades building up their in-house facility, others can't really do that due to limited productions, it's just not viable, so they use the best that's available, and modify it to suit their needs.
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PANERAI, MORE THAN A WATCH, LESS THAN A KITKAT
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