Brand builds out thanks to original design, quickly gains market share and adds enthusiasts, money starts flowing in and slowly management becomes lazy and the brand start losing its idendity and long-time supporters. I've seen that playbook unfold so many times and well beyond the world of watches. In such cases I often ask myself what would it take for me to buy a brand new model from such a maker. In the case of FM, the recent Curvex CX picked my interest but I have strong doubts the dial is just stamped and the price is too high for what is on offer. The lack of transparency does not help either with often vague if not blatantly fraudulent wording. The CX would make for a pleasant summer watch but it would have to be at least 30% cheaper - stopping short of saying 50% - and offer a better movement to be credible. The only other thing which would have me pay a premium is full custom order. Allow me to build a watch to my specifications, then maybe we can have a conversation. For the time being, pre-owned and early models is where the action is.