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The appalling thing for me is that when Vacheron Constantin wanted to make a splash, they made the 57260. When Van Cleef & Arpels wanted to make a splash, they made the Automate Fee Ondine. IWC? A fidget spinner. Now granted - it's not on their website, and they've only shoved it down their social channels. And VC&A spent millions on Automate Fee with no buyer in mind (the V&C watch was a bespoke project). So from a dollars-to-pageviews standpoint, IWC wins. But fuckin'A.