Hodinkee wants two things: (1) signal that you can get any big brand through their platform, and more variety than any other online retailer, so more prospective consumers will visit, browse, click on ads (
Ka-ching!), and leave aside competing platforms; (2) legitimize further as an online retailer of watches, by becoming an AD of arguably the second-most well-known watch brand in the world. So kudos to them: very smart business move.
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