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“Time Flies” and the Luxury Creativity Paradox: Do Watch Brands Run Out of Ideas—or Redefine Value Through Provocation?
Author: L. Hartmann Affiliation: Independent Researcher Abstract A viral luxury-watch moment in early 2026 featured a genuine Rolex watch dial altered through a process popularly described as “painted by flies,” circulating online under the framing of an art stunt rather than an official Rolex product. The episode (“Time Flies,” attributed in media coverage to a street-art collective) triggered polarized reactions: fascination, disgust, admiration for originality, and accus
15 hours ago10 min read
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