Interestingly, an article on the home page of Breitling Source discusses the launch of a new watch line, by watchmaker Marc Jenni.
The watch, called the Prologue, is actually very interesting. You set the watch, wind it and choose the date, all via a "rubber" ring around the watch!
Grabbing and turning the rubber ring either winds it, sets date or time, depending on the mode the watch is in at the time.
A button allows the user to change the mode of the watch.
Seems other manufacturers are also using rubber in what I'd believe (although I don't know MSRP) will be a high end watch.
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