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Funny..when I got my recent SMP, a friend's wife asked right away "...is that Rolly??" (seriously, is this the nickname for Rolexes?? ) and I said 'No...actually it's an Omega Seamaster Pro', to which she replied, yeah Rolexes are expensive. Without blinking an eye I replied, I looked at the Rolexes...but I didn't want to look like I inherited my grandfather's watch. I chose the Omega."
To me..Omega is modern for the descerning modern man. Rolex is too 'last generation' to me.
As to the topic. Wear it loud, wear it proud!
If you work with criminals, believe me, they notice. With my sub, when asked the ubiquitous, Hey is that a Rolex?, I would reply, no it's wrist watch, or when asked about cost that it was a gift.
There have always been those with more or less, but now it's more "correct" to not enjoy what you want, because someone else can't, it seems.
Next thing you know I'm walking home.