“Richard Millie cost a Lambo” – Meek Mill

Very interesting to read the history and ethos behind Richard Mille— the notion of an “ultra high end” segment within the already high-end segment.

Nota Bene: Lamborghini Urus as becoming quite standard in SoCal, even the Rolls Royce Cullinan SUV.

Might be a smart move for Apple to keep going more high-end, like a $2000 titanium iPhone Pro.

Even for Leica camera to continuously make more epic lenses— more APO (ultra high luxury end lenses).