Spent a few days last week at Le Brassus, with @AudemarsPiguet, and the experience was incredible. We toured HQ, the Le Locle facility, and even got the chance to have dinner with Olivier Piguet. I've reflected on the experience, and can't help but think about a few important things about the future of brand building as we head into a world dominated by AI, and how that relates to crypto. This is not new to anyone that has spoken to me over the last few years, but I think the brands that create the most immersive experiences, will create so much affinity, that they can't do anything but win. AP has a definite understanding of this concept, as I went from a fan of the brand, understanding some basics of their offering, to having a much more comprehensive knowledge of the brand in a few short days. Everyone in my group was in different parts of their journey, but one thing was certain: we ALL walked away loving the brand even more than we already did. Secondly, I think being able to have some sort of unique memento (that's not a watch), to signify that you were part of this experience will become incredibly coveted. Obviously, the company keeps track in their own databases, but I think a way to publicly show you were there beyond pictures (which can be easily faked with AI) could be a cool way. (Shameless soulbound NFT plug). Third, the similarities between watches and NFT's couldn't be more obvious to me. Was incredible to have conversations with some people on the trip about secondary market pricing and how that affects demand for primary, and the obvious link to NFT mania. The main difference here is that there is so much more ORGANIC demand for the product than we had a few years ago. One thing I'll note here, and this is important, is that AP is currently celebrating their 150th anniversay, and it took them 31 years to sell their first 1,000 watches! And last but not least, what really stuck out to me was the focus on community. Whether it's customers, the watchmakers themselves, or the greater Vallee de Joux, there was the focus on stewarding the brand for the community members, and not a focus on price or revenue maximization. And that to me is one of the main things crypto as whole needs to move away from in order to garner mainstream adoption. I know I'm in the minority here, but we need to move beyond just "meh number go up," and move into building a community that people want to join, regardless of how expensive or cheap it is. Overall I came away from my experience an even more avid fan of the brand, and look forward to what they do over their second 150 years as we are stepping into a more digital world. Thank you @AudemarsPiguet for inviting us to get a more intimate look into your corner of the world.