First of all, I would say that 1500€ is not a cheap watch.
Secondly, comparing UG with Rolex or JLC is a bit like comparing apples and oranges. While Rolex and JLC existed during the past decades and could work on their reputation, UG was closed due to the quartz crises. Now, the brand exists again, but that is not the same.
Thirdly, have a look at those oversized SS chronos. Those fetch high numbers in particular the Tri Compax models.
And fourthly, the UG design is much better than the one of Rolex, isn't it? Rolex is often bought just because of the brand name not because of design, movement, history. Everybody knows Rolex. So many non collectors buy Rolex.
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