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Sure this was a quest to see just how flat Richard Mille (with the help of Audemars Piguet Renaud & Papi no link doubt) could make a watch, but something tells me they also rejoice in eliciting a reaction. link It's as if RM felt like saying "Forget your tiny ideas, here is a concept that will either make you question everything you thought you knew about watch design or will simply just link annoy the hell out of you." Either way they win because RM made you stop and think.