So I want to talk about a rumor that is sending shockwaves through the watchmaking world.

So I want to talk about a rumor that is sending shockwaves through the watchmaking world. Yesterday I was with a buddy and I walked past this Swatch store and he's like, dude, did you hear that Swatch is doing a collab with AP? And I'm like, JZ AP? 40, 50,000 dollar Royal Oak AP? They're going to do a collab with toy Swatch company that sells 200 dollar watches? And he's like, yes dude, they are. Now I'm like, all right, I got to investigate what's going on here. So I head over to the Swatch Instagram and they have a series of posts basically saying, hey, May 16th, something's going to be coming here. A lot of people in the watch world are like, dude, they're doing a Royal Oak collab, which has the AP watch guys shaking in their boots. Because if you own a 50,000 dollar watch, the last thing you want is a 200 dollar version of that watch to exist. So then I'm like, okay, why are they doing this? So I'm googling, I'm digging, and I find a few years ago that they did a collab with Omega. Omega has the iconic Speedmaster, costs anywhere from 5,000 to 10,000 dollars. So more of an accessible watch in this luxury tier. In 2022, they partnered with Swatch to make the MoonSwatch, which was a 300 dollar watch. And apparently they rode this all the way to the moon. And what it did for both brands, first is that it boosted the sales of the Omega Speedmaster. And then the first year they sold a million MoonSwatches. So like 250 million in revenue just from this one watch. But then you find out, hey, Omega and Swatch are owned by the same parent company. So daddy's getting paid either way, doesn't matter where it's coming from. It's not like one is necessarily going to cannibalize the other. So that leads us to today with Audemars. You'll notice that Audemars is nowhere to be found here because they are not owned by Swatch Group. So what do they have to gain? Let's take a look with some very proprietary data that I have collated. Rolex is riding high and Omega has basically been just like a step above Audemars for a bit. So Audemars probably saw this and they're like, hey dude, we could actually overtake Omega and we could go ride the coattails of Rolex, potentially by doing this collab. Also, the new CEO of Audemars said, I don't really like this concept of being exclusive. I want to like break down our lofty reputation and kind of like navel gazing. So between like this ethos, these numbers, the fact that this product is like 50, 60, 70,000 dollars, Audemars is thinking like, hey, we got to think about our next generation of buyer here. So if we have a similar collab like this, can we just drive a lot more sales and interest and demand for AP and the Royal Oak? So the rumors are more or less confirmed and we are going to see. Is this good or is this horrible? Thank you.