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This summer, the auction house Bonhams was having two affordable watch auctions – auctions where watches do not sell for record-breaking amounts – and Shirley wanted to write about it. "I didn't think that that was a space that I belonged in as a consumer, but for the article, link I met with the watch specialist to see some of the pieces in link their collection, and I saw they had these two little Piaget watches. So I asked them to pull them out link while I was there."

The company was offbeat from the get-go. It made a name for itself link offering personalization with a clever and highly unusual bezel-changing system that meant customers could routinely update the look link of their watch. The Dreifusses, who finish each others’ sentences so routinely it’s hard to know link who said what, laugh about it now – the patented system was invented to accommodate the fact that at the time they couldn’t afford to bulk-buy multiple case styles.