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Everyone believes a luxury watch is the one luxury purchase that holds its value. For almost every brand, that’s false. Some watches lose half their price the day you leave the store. A few hold steady. The gap between the two is worth thousands. But here’s the truth most buyers never hear. The brands know exactly which is which, and they’ve spent fortunes making sure you don’t. Ten secrets, from two tiny words on the dial to a strategy bigger than the Apple Watch business. Let’s start at number ten and work up to the one that explains everything.