Quote:
Originally Posted by 77T
As you can tell from the replies thus far, it's a mixed bag. I would encourage you to use up your lifetime supply of CCC! 
Why?
Well a couple of reasons...
People tend to assign greater attachment to their Rolex simply because they own them. But, when you take care of scratches, like CCC light polishing, you develop a stronger appreciation of it. Psychologists know this as "Endowment Effect." You can look it up - it's a concept introduced by Richard Thaler - and I believe polishing our scratches is just as therapeutic as softly brushing the fur of a beloved puppy or kitty. There, I said it... 
Additionally, there is another reason to use those CCC's - maybe even stronger than the appreciation you gain by polishing. We hate a loss in value more than appreciate the pride we have in our Rolex. People feel a sense of loss or regret if they don't maintain an object they have invested a significant amount of money into. I'll bet that when you go out for dinner you like to look your best. And despite most people not seeing those minute scratches, YOU know that they are there. And you likely feel that it is a sign of lost value because everyone here posts their "first scratch". This "Sunk Cost Fallacy" can drive one crazy... It's a variation of Loss Aversion. Of course your Rolex doesn't really lose value with every scratch because we can all do as Peter said in post #2, just polish it at overhaul time. But deep down in our reptilian brain segment we can't let a scratch alone!
These two principles together contribute to the sentimental value that drive people to polish their Rolexes. It's normal and it's OK.
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Best answer, ever! [emoji106][emoji4][emoji3590]
Kat
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