00:00I think we need to get to a place in this world where we are not insisting or suggesting that somebody have to get something.
00:09When it comes to high art, especially I have a guitar that, a 20th anniversary Martin guitar that's $18,500.
00:18That was made to celebrate 20 years of this model.
00:24And one of the ways you celebrate is by executing extremely high complication or ornamental work as a way to celebrate.
00:36I think what's hard in the social media hype era is showing people something that you don't expect them to buy, but just visually appreciate as people figured out how to do that.
00:47I mean, this is the thing I think I want everyone to understand.
00:51When you look at a watch, sometimes the thing to take away from it is people figured out how to do that.
01:00More so than it is, I'm dumb if I can't get one.
01:04This is what I want to change if I can.
01:07Showing watches is not a way of holding it over anybody's head.
01:10There are pieces I would love to have that I'm never going to get.
01:14Everyone wants pieces they can't get.
01:17There are pieces I can't get, whether financially or just can't get them, they're gone, or I'd have to line up for them and maybe don't have a relationship with that brand enough to get it.
01:28I'd love to equalize the feeling inside you when you look at something so that you don't feel less than for not being able to get it and just feel inspired from looking at it and going, wow, they figured out how to do that.
01:39For everything you see AP put in front of you, it represents thousands of hours of R&D to get it there.
01:46And if I can tell that story better because of my partnership with the brand and in a way that I will never say something that I don't believe in, I think that's really important to say.
01:58It's not like I'm bought and paid for.
02:01I'm not showing 100 APs.
02:03These are the watches that led to this watch, whether my interest in watches or even just objectively AP's history of ending this caliber.
02:15So if I can find a way to excite people without frustrating them, this is what we've got to figure out in this industry is how do you excite someone without frustrating them?
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