A Brief History Of ETA: THE Swiss Watch Movement Maker
ETA is one of the most prevalent and powerful companies in the modern watch industry. It is Switzerland's largest movement maker with countless small and major brands relying on the products they make. Its story has, as we will learn, defined the watch industry of today. However, despite all its previous and present roles in horology, for many, ETA remains a relatively unknown manufacture, or worse: a three-letter word that scarcely means more than the fact that the movement inside their watch was not made by the company whose name is on the dial.One of the reasons for this can be found in the marketing practices of the industry. We see retail brands tirelessly looking for yet another way of exploiting their history so as to convince the pondering buyer. ETA however, unlike retail brands, does not want to sell directly to the public. Consequently, they will never publicly advertise their technical achievements to make you or I buy a movement or two from them. What they do instead is se

I took the AP plunge....incoming
I took me more then 2 years to decide if I should add an AP to my collection or not. I'm an avid ALS collector, or should I call it an ALSoholic This year I added a few Patek's to the collection and now finally decided today to add an AP, and what else to buy then the 15202ST.OO.1240ST.01. I can't wait to receive it in a few days and will surely post some pictures.

Please let me in on the jumbo (40th anniversary model)
I may get some flack for this but why is the jumbo the most coveted royal oak? I know of its horological significance but do people buy this model because of its heritage or because of the way it looks and wears? There may be an impression it may look too plain.For those who currently own this, did its horological value (Genta DNA, etc) outweigh its aesthetics when upon purchasing? Please don't get me wrong. I know this is a FANTASTIC timepiece. Just torn between this or the royal oak chronograph. I fancy the chrono more aesthetically, but I may be missing out on something very important with the 15202.

Aerospace Light Display
The two digital displays on the face of my EVO light up with two slow turns of the crown. However, the light (brightness) seems very dim. Is that normal?

Wearing a Patek everday
Hello,My personal goal watch is a Patek Phillipe 5960p in Platinum with the grey dial and brown strap.I currently have a Rolex Daytona as my daily watch, it's comfy and strong. It's scratched but that never bothers me as its made for handling any situation whether its formal or casual, gym or beach. After achieving(forceable future) my personal goal of getting a Supercar and Superwatch. The Supercars are meant to be used for special occasions or weekends(basically whenever the weather is great). However will the honeymoon effect with cars and watches be the same, I know if you drive a Ferrari on a daily basis it wont feel as special as an owner who reserves the car for special occasions (Bring the big guns out).If I get a 5960p would it be advisable to use on a daily basis, how is the platinum to scratches. The SS of Rolex can be polished every-now and then and will look brand new.