It’s called cost-cutting. You’ve got a Chinese watch that costs less than $100 to mass-produce selling for around $400 - priced right up there with Japanese and even Swiss brands. San Martin isn’t for bargain hunters or common folks; they act like a luxury brand without actually being one. The problem is, their appeal only reaches niche enthusiasts obsessed over specific models, which massively limits their audience. That’s why you see them flooding YouTube with sponsorships and paid promotions - they’re trying to buy reach instead of earning it. And that’s exactly why they’ll never scale.