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Why If Ultra-Expensive Watches Were 90% Cheaper You Would Probably Lose Interest

Imagine you wake up tomorrow and that in-your-wildest-dreams watch now only costs 10 percent of what it did yesterday. Admittedly that’s still very expensive, but now it’s within reach. You might have to tighten your belt for a while, but you can now own that fantasy watch you have long dreamed of. My bet is that you will not be happy for long, and here’s why.