A comparable watch on a shop floor has to carry a lease, a display case, a sales team, and a distributor and a reseller who each take a margin before it ever reaches a wrist. We have none of that. That margin is the 50% we cross out. What you pay covers the watch and getting it to you.

The extra ladder runs on the same logic. Three watches travel in one box for barely more than one does, and that saving comes off your total instead of staying with us.