How do you sell a watch that costs a couple of grands or more? Simple answer? You don't. There's no rational reason why anyone would buy one. But what do you do then? You sell a lifestyle, an image of what the better life would look like. After that people will come and buy the premium stuff from you. It's not about rationality, it's about feelings.
I especially like the music from the second part of the video (especially note the broken strings and the bassline from 2:16 to 2:30).
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