Recently I witnessed a British watchmaking company claiming to have designed and made their new movement in house in England. If you can’t “kid a kidder,” just try kidding probably the best informed collecting community there is! Within minutes, eagle-eyed watch devotees online realised that the movement in question was designed and made in Switzerland. The fallout was astonishing, but not a surprise, because the watch devotees had been lied to and taken for fools. The statement was quickly retracted. But the damage was done – and not just to the individual company.