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Beads of Rice Bracelet

Mid-century steel bracelet with discrete bead-shaped links; Gay Frères, NSA, Novavit; modern Forstner revival.

Patek Philippe Introduces the Calatrava 24-Hour Display Travel Time Ref. 5224R SJX Watches
Patek Philippe Introduces Mar 29, 2023

Patek Philippe Introduces the Calatrava 24-Hour Display Travel Time Ref. 5224R

Adding to its diverse line-up of travel watches, Patek Philippe has just taken the wraps off the Calatrava 24-Hour Display Travel Time Ref. 5224R. A bold design, the ref. 5224R is Patek Philippe’s most novel travel watch to date. It is notable for having a 24-hour display inspired by the Chronometro Gondolo pocket watches made for Brazilian retailer Gondolo & Labouriau in the early twentieth century. Initial thoughts The ref. 5224R is instantly striking thanks to the high contrast between the dial colour and rose gold case, busy dial design, and large, thin case. Though it is in essence a three-hander with an extra second time zone hand, it is far more interesting, even intimidating due to the 44 applied indices that give the dial something of an instrument-like appearance. The 24-hour display elevates the quirkiness of the design, which arguably strengthens the overall aesthetic. Admittedly, this comes at a cost of legibility – it is not the most intuitive watch to read. It takes a while to get used to, so reliability will be an issue if one is rotating between different watches in his or her collection. More surprising is the case size, which at 42 mm is massive for Patek Philippe. It is also unusual given the traditional case design, although the large case emphasises the slimness of the case. The large size is likely intentional to provide space for the applied numerals, and is perhaps rooted in the large size of the Gondolo pocket watches. Still, one wonders if ...

The Ulysse Nardin Freak ONE embraces and dresses-up the atypical complication Time+Tide
Ulysse Nardin Freak ONE embraces Mar 29, 2023

The Ulysse Nardin Freak ONE embraces and dresses-up the atypical complication

The Ulysee Nardin Freak ONE has surpassed its shock-factor roots and embraced beauty, The time is adjusted via the 5N gold bezel, negating the need for a traditional crown. Its train of wheels and flying tourbillon are all integrated into the minutes hand. Mechanical watchmaking has evolved drastically over the last few decades, which is … ContinuedThe post The Ulysse Nardin Freak ONE embraces and dresses-up the atypical complication appeared first on Time+Tide Watches.

Watches & Wonders: Day 2 Recap Worn & Wound
TAG Heuer who have introduced new Mar 28, 2023

Watches & Wonders: Day 2 Recap

Day 2 of Watches & Wonders is history, and the Worn & Wound team is back to recap the day’s events once again. Today saw more meetings, more video shoots, and more frantically checking our calendars to make sure we don’t miss a key appointment. There were also plenty of surprises, from brands that we have known and loved for years, and also some that we all want to learn more about. Check our reactions to day 2 below. Zach Kazan Watches and Wonders Day 2 started, thankfully, after a good night’s sleep. To this point, the effects of jetlag have been mostly pretty minimal, and waking up early, having a real breakfast, and starting the day on Swiss time in mind and body was certainly a positive development. Some people come to these shows, put in a full day of work, and party hard well into the evening, and frankly I’m not sure how those people survive the week while meeting deadlines.  I’ve learned that a nice thing that happens at an event like this is that a brand will inevitably surprise you, either with the watches they’re exhibiting, the presentation, or both. That happened today with TAG Heuer, who have introduced new Carreras that are more appealing than just about chronograph I’ve seen them release in the last three or four years. And that’s a lot of chronographs. Zach Weiss will have more on these tomorrow, but they’re an early favorite of the show for me. In person, they were so much stronger than I expected based on the brand supplied images. No...

Grand Seiko Unveils the Tentagraph, a New Sports Chronograph with a Three Day Power Reserve and High Frequency Movement Worn & Wound
Grand Seiko Unveils Mar 28, 2023

Grand Seiko Unveils the Tentagraph, a New Sports Chronograph with a Three Day Power Reserve and High Frequency Movement

This year’s marquee release from Grand Seiko is the all new Tentagraph, an imposing and technically impressive chronograph that makes use of a new high beat caliber and a case shape derived from previous watches in the Evolution 9 Collection. It’s kind of hard to believe, but up until now, Grand Seiko didn’t have a purely mechanical chronograph in their collection. Spring Drive has ruled the day if you need a watch for timing laps, steaks, or anything else, but that changes this year.  With the Tentagraph, which carries reference SLGC001, Grand Seiko introduces a new movement, Caliber 9SC5. This movement is notable for its shared architecture and essential technical features with the next-gen 9SA5, the double-impulse escapement caliber introduced by the brand a few years ago. We’ve seen that basic time and date caliber adopted in a variety of excellent watches in the relatively short time it’s been in production, but this is where the fun really starts: we now have a new caliber derived from the 9SA5, which of course would lead anyone following the brand to think that a) we’ll see more chronographs coming from Grand Seiko within the Evolution 9 Collection and b) we’re likely to see more complications. The 9SA5 now takes its place as a halo caliber, with many possibilities ahead when it comes to variations large and small.  Like the 9SA5, the 9SC5 beats ten times per second and is powered by two barrels giving it a three day power reserve. That’s with the ...

Rolex Introduces the Daytona Ref. 126500 SJX Watches
Rolex Introduces Mar 28, 2023

Rolex Introduces the Daytona Ref. 126500

For the 60th anniversary of the Cosmograph Daytona, Rolex has given the collection a subtle refresh with both technical and aesthetic improvements. The upgrades are fairly significant considering the outgoing 116500 was only seven years old, having debuted at Baselworld in 2016, and is still one of the most sought-after watches on the market. At launch, there are five key references and 11 total variations. Topping the range is a new platinum model that offers a transparent case back – a first for a Daytona. The platinum model benefits from a transparent caseback and a gold oscillating weight Initial thoughts The outgoing Daytona ref. 116500 was arguably the best chronograph in its category, and inarguably difficult to buy at retail price. Not content with this success, Rolex has made a great watch even better. The upgrades are subtle, but there are numerous changes inside and out. Starting with the dial, the sub-dial rings and dial markers have grown thinner, as has the ceramic bezel which now features a protective outer ring crafted from the same material as the middle case. The new Daytona has a slimmer case, under 12 mm for the first time. Note the gold ring around the edge of the ceramic bezel. Reduced thickness seems to be something of a theme for Rolex this year, and the Daytona is no exception, shedding 0.5 mm for a new total thickness of 11.9 mm. The outgoing Daytona was already quite thin relative to its peers, and the sleeker dimensions of the new model only m...

Zenith’s Defy Revival Shadow is a New Look for a Classic Worn & Wound
Zenith s Defy Revival Shadow Mar 28, 2023

Zenith’s Defy Revival Shadow is a New Look for a Classic

One of the things we love about Zenith is the way they walk the line between unapologetically contemporary (think: the Defy Extreme range) and watches that pay sincere tribute to their past. The latter would encompass much of the Chronomaster collection, for example, which is rife with watches that amount to tasteful updates of much loved vintage pieces. There are times, though, when tributes to heritage and a modern aesthetic collide, and that’s what we have with the new Defy Revival Shadow, a watch that combines the iconic profile of the very first Defy with a blasted titanium treatment that gives it a completely new and modern appearance.  If you’ve been keeping up with Zenith, you’re certainly aware that the Defy Revival has played a major role in their release strategy over the past year, starting with a faithful reissue of the original version last year and then moving on to red and teal. No matter the dial color, though, the dominant design trait of these watches is always the unusual case. There’s really nothing else quite like it. It’s completely compact at just 37mm and has an elaborate 14 sided bezel and 8 sided case that gives the entire package a complex geometry that must have felt quite avant garde when the design was introduced in the 1970s. For this release, Zenith has stripped the case of its signature finishing and given it the same bead blasted titanium treatment as the Chronomaster Revival Shadow. As a sibling to the earlier shadow, this wat...

Rolex Yacht-Master 42 Gets Full RLX Titanium Treatment Worn & Wound
Rolex Yacht-Master 42 Gets Full Mar 28, 2023

Rolex Yacht-Master 42 Gets Full RLX Titanium Treatment

In what may have been the most predicted move by Rolex in years, the use of their newly introduced RLX grade 5 titanium has taken a step into the Yacht-Master collection, something teased years ago by Sir Ben Ainslie in the form of a dateless prototype. We saw the first official use of the material in this Deepsea Challenge Sea-Dweller revealed earlier this year. The latest release welcomes the stuff within the Yacht-Master collection in the new 42mm reference 226627, and a few of the features we noticed in the Sea-Dweller have returned, tipping what may be titanium exclusive details.  Titanium is having some of a moment in recent years. We’ve seen its use spread from small independents and micro-brands like Boldr and Autodromo, now to the likes of Rolex. It may not be as exotic sounding as it once was, but we’re seeing it used in more inventive ways across the board, predominantly in how it’s finished. Just this year, while attending Watches & Wonders, we’ve learned of two particularly high end titanium watches that have had their production experience delays due to the difficult nature of finishing it to a certain standard. The finishing of this particular titanium watch is very Rolex, with relatively uniform satin brush graining throughout the 42mm case and bracelet, with a chamfer running the length of the lug line. That chamfer on the lug is one of the key details we noted on the titanium Deepsea as well, leading one to believe it could become a detail reserv...

Tudor Introduces the Black Bay GMT in Opaline Silver SJX Watches
Tudor Introduces Mar 28, 2023

Tudor Introduces the Black Bay GMT in Opaline Silver

One of the strongest value propositions at Watches & Wonders is from an unsurprising contender, Tudor. Not entirely new but still compelling, the Black Bay GMT is a new version of the brand’s travel staple, now facelifted with a silver dial that brings to mind the mythical Rolex GMT-Master “Pan Am”. Initial thoughts  Since its release in 2018, the Black Bay GMT has been a crowd pleaser, and the newest variant will be as well. Its tangible features like the in-house calibre are obvious, and less apparent is the subtle historical connection. While a silver dial on a sport watch isn’t novel, this is particularly notable for the unspoken reference to the historical Rolex GMT-Master with a white dial reputedly made for Pan American Airways. The fact that the GMT-Master “Pan Am” is so famous yet controversial in terms of provenance  gives this Black Bay GMT an amusing and interesting historical angle. Apart from the dial, there is no difference between this and the version with a black dial that came before. The price remains unchanged, and it still offers great value for money.  The only criticism that I have is the same as for the earlier version: the case is chunky at 41 mm in diameter; the case is thick as well. I’m certain a more compact Tudor GMT model will arrive one day, especially with the just-launched Black Bay 54 that is 37 mm. Opaline dial The dial on the new Black Bay GMT retains the same dial layout with “snowflake” hands, including its lozen...

Rolex Reveals New Formal Collection With 1908 Worn & Wound
Rolex Reveals New Formal Collection Mar 28, 2023

Rolex Reveals New Formal Collection With 1908

Among the bevy of new Rolex watches released this year were a few unexpected watches, which isn’t a phrase we often mutter about the brand. We saw some unusually colorful dials (more on those later), and the launch of an entirely new formal collection called the Perpetual 1908, a reference to the brand’s name coinage by Wans Wilsdorf. With its introduction, the existing Cellini line has come to a close. The 1908 lives within the ‘classic’ range alongside the likes of the Oyster Perpetual and Sky-Dweller, but feels distinctly different from any existing line. Coming from a brand that’s been at the center of the sport watch craze over the past decade, the 1908 feels like a breath of fresh air. The Perpetual 1908 is a three hand time only watch offered only in 18k white or yellow gold. The trim case measures 39mm in diameter with a divided, partially fluted bezel framing the austere dial. Within resides the Rolex automatic caliber 7140, which gets a healthy amount of decoration worthy of being presented through an exhibition caseback. This is a new move from Rolex this year, appearing on both this watch, and the 60th anniversary platinum Daytona. The bridges of the 7140 receive a finish that the brand is calling “Rolex Côtes de Genève”, a re-interpretation of the classic technique seen often in Swiss movements. It differs from traditional Côtes de Genève in that it places a narrow polished groove between each of the parallel bands. Being a Rolex, there’s a...

Zenith Relaunches the Pilot with Two New Aviation Themed Watches Worn & Wound
Zenith Relaunches Mar 28, 2023

Zenith Relaunches the Pilot with Two New Aviation Themed Watches

It’s the year of the Pilot for Zenith. After shoring up their Chronomaster collection and injecting new life into the Defy over the last few years, Zenith has returned to the Pilot collection and given it a complete revamp. The Pilot is a historic line for Zenith, having trademarked the word “Pilote” all the way back in 1888 (and “Pilot” in 1904). In the early days of the company, the brand focused largely on the manufacture of flight instruments and watches for pilots. They of course weren’t the only brand to cut their manufacturing teeth on the burgeoning need for these types of devices, but were (and still are) the only brand to trademark the word “Pilot,” which allows them the opportunity to use it on the dial in a way other brand’s can’t. The new collection is a stab at bringing something very old in Zenith’s history and making it new in a very explicit way. In other words, these aren’t vintage inspired pilot’s watches, but something far more contemporary. There are two new watches making their debut this week, each in two different materials, for a total of four new Pilots flying their way into boutiques soon enough. The Pilot Automatic is a three hander running on the El Primero 3620, the same chrono-less EP movement found in the Defy Skyline collection. We get a date at 6:00, right below a horizontal line that is meant to recall indicators on a pilot’s instrument panel to refer them back to the horizon line. The Arabic numerals are large...

Rolex Introduces the Perpetual 1908 Refs. 52508 and 52509 SJX Watches
Rolex Introduces Mar 28, 2023

Rolex Introduces the Perpetual 1908 Refs. 52508 and 52509

Due to its enviable position as the leading Swiss watch brand by revenue, Rolex tends to dominate headlines for even the smallest changes to its collections. So it’s even bigger news when the brand launches an entirely new collection, the Perpetual 1908, as it has on the opening day of this year’s Watches & Wonders. Named for the year that Hans Wilsdorf registered the Rolex trademark in Switzerland, the Perpetual 1908 is a slim, time-only watch with a display back that signals a renewed focus on the dress watch category for the giant of Geneva. Initial thoughts The Perpetual 1908 is a worthy replacement for the outgoing Cellini collection, which to me always felt like the forgotten child of the Rolex portfolio. Forced to use movements from their sportier siblings, the Cellini watches were never able to achieve the right proportions to be taken seriously as dress watches. The Perpetual 1908 debuts in four references in yellow and white gold, with the option of white or black satin finish dials; the black dials look especially good. The designs are atypical for Rolex, featuring a sub-seconds dial at 6 o’clock, and a new handset. “Superlative Chronometer” drapes over the sub-seconds dial, calling to mind the Rolex Veriflat of the 1950s. Speaking of the Veriflat, the 1908 case measures just 9.5 mm thick thanks to the new cal. 7140. This is a big improvement over the Cellini watches, which were over 12 mm thick. The 1908’s dress watch credentials are bolstered fur...

New: Patek Philippe Aquanaut Luce Annual Calendar Ref. 5261R Deployant
Patek Philippe Aquanaut Luce Annual Calendar Mar 28, 2023

New: Patek Philippe Aquanaut Luce Annual Calendar Ref. 5261R

Patek Philippe presents the new Aquanaut Luce Annual Calendar Ref. 5261R, featuring the manufacture’s patented annual calendar mechanism from 1996. Press Release details with commentary in italics. Patek Philippe Aquanaut Luce Annual Calendar Ref. 5261R The Patek Philippe Aquanaut Luce Annual Calendar Ref. 5261R is a regular production timepiece, with a retail price of USD61,510. Commentary PatekRead More

The smoky, sultry green Santos de Cartier novelties Time+Tide
Cartier novelties Mar 28, 2023

The smoky, sultry green Santos de Cartier novelties

The Santos de Cartier is now available in Smoky Green The new green dials can be purchased in the 40mm Large or 35mm Medium sizes. The blue dial model previously only available in a Large size is now also available in Medium. The trend of releasing as many green dials as possible may have passed … ContinuedThe post The smoky, sultry green Santos de Cartier novelties appeared first on Time+Tide Watches.

The new Odysseus Chronograph is the first-ever automatic chronograph from A. Lange & Söhne Time+Tide
A. Lange & Sohne Mar 28, 2023

The new Odysseus Chronograph is the first-ever automatic chronograph from A. Lange & Söhne

Four years after its introduction, the A. Lange & Söhne Odysseus is now presented in a chronograph format First-ever automatic chronograph calibre for A. Lange & Söhne – the new L156.1 DATOMATIC® calibre Boutique exclusive limited edition of 100 pcs. I hesitate to use the phrase ‘alternative’ here. Upon its introduction four years ago, the A. Lange … ContinuedThe post The new Odysseus Chronograph is the first-ever automatic chronograph from A. Lange & Söhne appeared first on Time+Tide Watches.

Patek Philippe introduces the Calatrava 5224R with a 24-hour dial Time+Tide
Patek Philippe introduces Mar 28, 2023

Patek Philippe introduces the Calatrava 5224R with a 24-hour dial

The Patek Philippe 5224R is slated to be the ultimate travel Calatrava It pairs a slim micro-rotor calibre with a travel time complication and 24-hour display All the movement functions are operated via the crown via a patented system The travel time has become somewhat of a Patek Philippe signature over the years, with the … ContinuedThe post Patek Philippe introduces the Calatrava 5224R with a 24-hour dial appeared first on Time+Tide Watches.

The Patek Philippe 5178G-012 is a minute repeater with a stunning flinqué enamel dial Time+Tide
Patek Philippe 5178G-012 Mar 28, 2023

The Patek Philippe 5178G-012 is a minute repeater with a stunning flinqué enamel dial

The Patek Philippe 5178G-012 impresses through its flinqué blue Grand Feu enamel dial. The 40mm case is made from illustrious 18k white gold. The calibre R 27 PS features a 22k gold micro-rotor and a minute repeater complication. Being perhaps the most famous high-horology watchmaker of the current age, it’s never going to be totally … ContinuedThe post The Patek Philippe 5178G-012 is a minute repeater with a stunning flinqué enamel dial appeared first on Time+Tide Watches.

IWC’s Pilot’s Watch line-up gets four new additions Time+Tide
IWC s Pilot’s Watch line-up Mar 28, 2023

IWC’s Pilot’s Watch line-up gets four new additions

For Watches & Wonders 2023, IWC have introduced three new references of IWC Pilot’s Watch Chronograph 41. Among the new trio are new cases in Oceana blue ceramic and 18k 5N gold. The Big Pilot’s Watch Perpetual Calendar is also now available with a racing green dial. IWC releasing more variety of Pilot’s Watches should … ContinuedThe post IWC’s Pilot’s Watch line-up gets four new additions appeared first on Time+Tide Watches.

VIDEO: New Cartier Tanks and Baignoire timepieces debut at Watches and Wonders 2023 Revolution
Cartier Tanks Mar 28, 2023

VIDEO: New Cartier Tanks and Baignoire timepieces debut at Watches and Wonders 2023

Eleonor Picciotto, Editor-at-Large of Revolution, and Wei Koh, Founder of Revolution, introduce ravishing Cartier novelties, including the Tank Normale, Tank Américaine and Baignoire. Under the astute leadership of Cyrille Vigneron, Cartier has cemented its status as the maison with the most recognizable and sought-after case shapes. At Watches and Wonders 2023, Eleonor and Wei got […]

VIDEO: New TAG Heuer Plasma timepieces presented at Watches and Wonders 2023 Revolution
TAG Heuer Plasma timepieces presented Mar 28, 2023

VIDEO: New TAG Heuer Plasma timepieces presented at Watches and Wonders 2023

Frédéric Arnault, CEO of TAG Heuer, and Wei Koh, Founder of Revolution, discuss TAG Heuer’s new Plasma timepieces. The star timepiece is the TAG Heuer Carrera Plasma Diamant d’Avant-Garde Chronograph Tourbillon, which is 44mm in case size and has 124 lab-grown diamonds. Alongside a few other Carrera timepieces launched at Watches and Wonders 2023 such […]

Jaeger-LeCoultre Reverso Tribute Chronograph mixes business and pleasure Time+Tide
Jaeger-LeCoultre Reverso Tribute Chronograph mixes Mar 28, 2023

Jaeger-LeCoultre Reverso Tribute Chronograph mixes business and pleasure

The Jaeger-LeCoultre Reverso Tribute Chronograph unites a chronograph with a double-sided display Draws inspiration from the first Reverso Chronograph of 1996 To showcase the chronograph movement, the dial is entirely skeletonised There’s a strong argument to be made that the Jaeger-LeCoultre Reverso should really be classified as sports watch. It was, after all, specifically developed … ContinuedThe post Jaeger-LeCoultre Reverso Tribute Chronograph mixes business and pleasure appeared first on Time+Tide Watches.

The Jaeger-LeCoultre Reverso Tribute Small Seconds benefits from a tiny upgrade with an oversized impact Time+Tide
Jaeger-LeCoultre Reverso Tribute Small Seconds Mar 28, 2023

The Jaeger-LeCoultre Reverso Tribute Small Seconds benefits from a tiny upgrade with an oversized impact

There was always much to admire about the 2021 Jaeger-LeCoultre Reverso Tribute Small Seconds. The Reverso’s standard Art-Deco charm was all present and correct with that winning mix of classicism and sharp formality. There were the fun colours (blue! burgundy! green!) that loosened the proposition up a touch and gave it a contemporary edge. There … ContinuedThe post The Jaeger-LeCoultre Reverso Tribute Small Seconds benefits from a tiny upgrade with an oversized impact appeared first on Time+Tide Watches.

New dials, movements and clasps for the Tudor Black Bay 31/36/39/41 collection Time+Tide
Tudor Black Bay 31/36/39/41 collection Mar 28, 2023

New dials, movements and clasps for the Tudor Black Bay 31/36/39/41 collection

Tudor have overhauled their fixed-bezel Black Bay watches in steel. The new collection features modern in-house movements and the T-fit clasp. All watches are available in blue, anthracite, or champagne, with or without diamond markers. Following last year’s Watches & Wonders blast of two-tone releases, it’s now time that the Tudor Black Bay fixed-bezel models … ContinuedThe post New dials, movements and clasps for the Tudor Black Bay 31/36/39/41 collection appeared first on Time+Tide Watches.

VIDEO: Patek Philippe’s 6007G in white gold debuts at Watches and Wonders 2023 Revolution
Patek Philippe s 6007G Mar 27, 2023

VIDEO: Patek Philippe’s 6007G in white gold debuts at Watches and Wonders 2023

Jeremiah Chan, Deputy Digital Editor of Revolution, discusses the evolution of the Calatrava leading up to this year’s 6007G Calatrava, which has returned not in steel, but this time in white gold. The 2023 6007G is available in yellow (ref. 6007G-001), red (6007G-010) and blue (6007G-011). Its 40mm white gold case houses the Patek Philippe […]

Gold rush: Rolex reintroduces the GMT-Master II in solid yellow gold and two-tone Time+Tide
Rolex reintroduces Mar 27, 2023

Gold rush: Rolex reintroduces the GMT-Master II in solid yellow gold and two-tone

The Rolex GMT-Master II is reintroduced in yellow gold and two-tone for Watches & Wonders 2023. Brand new is a bicolour black and grey Cerachrom bezel. The beloved Jubilee bracelet gets the Midas touch. The Pepsi. The Rootbeer. The Batman. Can I suggest “Goldfinger” as the latest Rolex GMT-Master II variant nickname? Honor Blackman wore … ContinuedThe post Gold rush: Rolex reintroduces the GMT-Master II in solid yellow gold and two-tone appeared first on Time+Tide Watches.

Watches & Wonders: Day 1 Recap Worn & Wound
Grand Seiko SBGA469 I decided Mar 27, 2023

Watches & Wonders: Day 1 Recap

Throughout the week, the Worn & Wound team on the ground in Geneva will be bringing you updates on our general impressions of the show as it happens. At the end of the day, you can expect our candid thoughts on the watches we saw, the tenor of the crowd, observations of what people are discussing and really excited about, and, of course, a rundown of all the sandwiches consumed in the press lounge. Without any further delay, here’s our Day 1 recap. Zach Kazan Day 1 of Watches & Wonders began with a choice: which watch to wear? I brought three: my IWC 3706, the Louis Erard I picked up recently, and the Grand Seiko SBGA469. I decided on the Grand Seiko, partly because I had a meeting with them later in the day, and partly because it feels like the dressiest watch I brought with me, and that’s kind of the vibe on the first day of Watches & Wonders.  My first impression of Watches & Wonders last year (my first show) was that of total insanity. It seemed electric, and my memory is that the hall was full of people right from the start. I honestly can’t remember what time we actually arrived on day 1 last year, but this year we were among the first at Palexpo, and the mood was quite a bit more subdued. My first meeting was at 10:00, and until that time we mostly got our bearings as a team, went over the plan we had previously established, and watched the hall fill up (gradually) as we waited for that first appointment. Maybe it’s the fact that this is no longer a brand n...