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You have to create a dream
It wears a familiar face. Take a product, typically one that we don’t need, add a collaboration, limit it and then amplify it at launch – the “drop” – on social media. You can’t hype a banana but, we now know, you can hype a watch… More here.
A good article which explains watch industry hype very well. Be aware of the hype before you buy an expensive piece.