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Detrash is a passion project. I love watches, but find most of them boring, and the ones that are even vaguely fun can be eye wateringly expensive (£200k - over £1m for a Richard Mille with a smiley face!). In 2023 I sold my first business and this gave me some time to look at watches properly. The main thing that amazed me was that unlike FMCG (my last business) very few companies are even trying to do anything ethical. It feels like every other industry is switching to have more of a purpose and do some good in the world, and the watch world isn't even trying. See Coupons & Promos
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