This Watch Is AWESOME! But Would You Buy It?

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I think Formex are at an interesting point in their brand journey right now. Their watches stack up very well against the competition, but how does their brand? How mcuh value do we still put on brand? I mean, I double weight it in every head to head, so it still means somethign to me. Having said that, this wathc is so good it transcends brand value IMHO. What about you? Oris or Formex? Cheers, Jody