Watches
are judged according to two ideals: the first is the scientific
quality in the pursuit for further miniaturization, the smaller/thinner the
watch is, more complex and sophisticated. The second is the watch’s decoration:
the material, the design and the presence of choice in the ornamentation are
all taken into account in judging the owner’s affluence. The next section addresses the latter: decorations and ornateness as primary sources for commodification.
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