Surely only a bulk order thing? I'm pretty sure all brands offer a similar service? Even Rolex used to offer it (I think the minimum was 150 units of Airking or Datejust).
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Like the Domino's Pizza Rolex Oyster? Careful what you wish for.
Or the Tiffiny dial submariners, Comex, or the MOD?
That said I am gradually going off CWC as a brand. This, the latest releases and price hikes mean they ate losing their USP for me.