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This started with Omega some time ago, arguably before the second wave took shape, but has been solidified by Breitling, Tudor, Nomos, link Oris, IWC, and many Swatch brands having purposefully distanced themselves from the link likes of the base ETA calibers or similar fare from Sellita. Furthermore, as Seiko has pushed harder and harder into low four-figure pricing, the gap for these brands has become increasingly competitive.

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