Tom La Vecchia

You didn't have to.

Brands didn't have to do this, and they also didn't have the opportunity to do it.

Now, to be able to do it, to plant the seed, like you said, I love the grail.

The grail didn't change.

They still want the $50,000 watch.

Swatch now doing this was brilliant for them, too.

It was a no-brainer for them.

It was more of a risk for AP.

This got mastered in the sneaker culture and streetwear.

Supreme, Nike, sneakers drops, Travis Scott collabs, scarcity, limited access, resale demand, the social flex, all that stuff.

The watch industry just caught up and said, hey, you know what?

The sneaker culture mastered this a few years ago.

Let's get on that train.

Exactly.

And I'm in the trading card shop that I own, and trading cards are doing the same thing.

Travis Scott collaborations, other collabs, other things.

Some people don't like this term, but borrowed interest is powerful.

And some people frown upon it because they're arrogant and think they can carry the show themselves.

But it's okay to share the sunshine that something else has and bring it over to your side.

So I always love the right strategic borrowed interest.