I think it's a smart play for a brand from a global luxury group to draw a line in the sand when it comes to how it plans to source and make its products. It's also a clever way to keep prices in line with what younger customers can actually afford while affirming their choices on ethical grounds rather than mere affordability. I think the decision to use a configurator for customization can also be seen as a way to reach not just the young, but all 21st-century consumers who have been conditioned to expect personalization in all things. I'm reminded of an episode of the newly launched – and excellent, I might add – Dave Chang Show podcast, in which the chef and Momofuku dynasty founder explains that much of pizza's popularity comes from the fact that it is so customizable and everyone can get exactly what he or she wants. The Custom Timepiece Series will start at $560, and models with quartz complications will start at $630 (Baume has not yet confirmed how high pricing goes in the launch offerings and we will update this story as soon as that info becomes available).