This is like the, the Bernard Arnault story, buying, Louis Vuitton out of Boussac. That's exactly right. He would later go on to sell it a decade later for 60,000,000 Swiss francs.

Nice.

Which back then, that was real money. Yeah. So Biver comes up with this advertising slogan, marketing genius, to describe the essence of the brand. It's an old brand he bought. Here's the the slogan. Since 1735, there has never been a quartz Blancpain watch, and there never will be.

Yeah.

It's a great slogan because quartz is 13 years old, 14 years old, but he invokes 1735.