Who will design the next iconic watch? You

The fact that a luxury Swiss watch house is reissuing one of its classic vintage timepieces isn’t a surprise. The fact that they let you design it is.

Luxury Swiss watch houses are famous for keeping their secrets closely guarded. Brands carefully screen employees and visitors, count watch parts daily and close their factory doors to the public. For many consumers, the secrecy enhances the appeal of the product and makes it even more exclusive. But one watch company is changing that by giving its customers a stake in their design.

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