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Believe -- or not people are still buying things and it bit both of can prove it CEOs here with us right now Dennis -- -- is expanding.
And not just expanding like blown it out of the park because you have the status partnership going on now with sir Richard Branson so tell us.
-- -- -- -- -- a partnership with Richard Branson about a year ago.
Men below of a sought somebody to help us globalize our business as we go from very much and Americas company.
To an international company we want somebody who could help blaze the trail over the since the same time.
Carry forward our.
Our message of innovation and creativity and imagination.
That characterizes the kind of losses that we've sold over the 135 years now.
As you say that both has been around for -- -- pretty continued five.
My -- I have no idea everybody -- one point how did it go through all of this I mean you've weathered much.
Did you see you feel it -- -- recession.
The our business.
Three years ago was -- level effects.
And then the subsequent to use our business in just about anybody in the industry saw a decline we batten down the hatches we have no choice consumers were.
Paying down debt they weren't fine watches that are investing.
-- points compared to say it right there.
That's why we were able to come out of the marketplace quickly because of the recession started to give and I'm not suggesting it's over.
Going recession -- give people start to tiptoe back in the marketplace and they were looking for value trust equality and our price point -- So now you go high end of because -- watching putting out with sir Richard Branson is not cheap.
That's that's correct pay you 500 dollars and and she.
It is not an expensive it is the highest price.
Hello of the -- actually -- online which is our Swiss mainline grateful as a family has multiple brands -- collected trunks was made.
Higher priced in is full of of the flagship brand and and there are some lower priced products.
This is the more expensive product -- also limited edition so is only 500 of them that are available across the globe and when they're gonna go on.
This 500 of them and now I'm not mistaken.
Service -- sir Branson is donating 100% of the proceeds to charity.
Sir Richard Richard is a -- preferring -- is a guy who.
Builds his business and then built his organization.
To serve as a force for good.
And so He created virgin unite in 2004.
And He has this philanthropy.
That is very focused on.
Doing good for others and all of the proceeds from our partnership including some of the revenue from the watches will go to version and I.
So the man is taking nothing for his association with us he's giving it -- back to his organization.
So isn't that rational behind doing it to see get.
-- a little reasonable amount.
You -- if you as you know the Swiss watch arena everybody has a spokesperson.
And we were kind of reluctant for years we just chose not to do that.
But I decided to give in and said we need somebody to help speak and to kind of speak for us on our behalf but I want somebody who actually done something.
Who was who would accomplish something that was consistent with the kind of history and our company and -- We were started by -- guy from the Czech Republic.
Who came to new York and 1875.
Who open up shop in middle lane and kind of moved into his way up -- up the -- from that point forward and mainland Manhattan only key feature Republican really interest in history.
In the company's just littered with true innovation all the way through what I wanted was a guy who was as innovative as imaginative and as creative.
So we were looking for movie star boyfriend -- were looking for somebody like Richard and we found.
And -- your pick them up as well.
So you're on a you know clearly He is so it so that I guess -- -- -- -- perfect match well you know but our company's Philanthropic -- and individual Philanthropic and He is Philanthropic so.
He was a perfect marriage we all have something coming.
What's gonna want -- of these days for people.
There used to be everyone had a different wants forget today kind of thing we're still doing that -- buying one good one people.
There are -- group of people who buy multiple watches and they dominate the category we do a thing culpable for monitor which is a former research.
Want to reduce the tries to understand what the marketplace is all about who was buying I -- of the United States and do in the UK.
Italy China Japan's I do it around the globe to understand the consumer dynamics.
In almost every country there's a group of people that drive volume and the newly also -- the people who buy a watch and who use -- watch for every purpose.
It's the people who are volume sensitive -- buying multiples the two of us who want to talk to.
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