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www.hirschag.com

HIRSCH Customer Manual

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Content page 1. The story of HIRSCH - told by Robert Hirsch ...............................................................................................3 2. HIRSCH Performance Commitment – embedded in the HIRSCH culture .............................................4 3. The meaning of a bracelet ...............................................................................................................................5 4. HIRSCH Culture..................................................................................................................................................6 5. HIRSCH Material Culture - HIRSCH Lining Leather .....................................................................................7 6. HIRSCH Innovation Culture - HIRSCH Rembordé-Technologie ...............................................................8 7. HIRSCH Manufacturing Culture ......................................................................................................................9 8. HIRSCH Presentation Culture ....................................................................................................................... 10 9. HIRSCH Quality system ................................................................................................................................. 14 10. HIRSCH Relationship Culture........................................................................................................................ 15 11. Leather care ..................................................................................................................................................... 16 12. The right bracelet for every watch............................................................................................................... 17 13. HIRSCH No Allergy System........................................................................................................................... 18 14. HIRSCH 100 m Water-Resistant ................................................................................................................... 18 15. HIRSCH Sauna-tested..................................................................................................................................... 19 16. HIRSCH Leonardo........................................................................................................................................... 19 17. HIRSCH Premium Caoutchouc..................................................................................................................... 20 18. HIRSCH Aloe Vera........................................................................................................................................... 20 19. HIRSCH Artisan Leather ................................................................................................................................. 21 20. HIRSCH Alligator embossed ......................................................................................................................... 21 21. HIRSCH Scratch Resistant .............................................................................................................................. 21 22. Frequently asked questions (FAQ`s)........................................................................................................... 22 23. Handling complaints ...................................................................................................................................... 23

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1. The story of HIRSCH - told by Robert Hirsch

The connection between HIRSCH and leather goes back to the 18

th century:

Johannes Franz Hirsch, born in 1765, was already a proven master of leather in Neunkirchen. The HIRSCH family has been involved in processing leather ever since. It was during the time after the Second World War that my grandfather Hans Hirsch came to Carinthia, and sitting at the kitchen table with his pocket knife and my grandmother’s domestic sewing machine began to make bracelets for watches out of leather remnants from the shoe industry which was based in Carinthia at that time. This was the beginning of the story of HIRSCH bracelets. Before long Hans Hirsch’s sons were also working in the business, and it was ultimately my father, Hermann Hirsch, who – on the basis of my grandfather’s innovative strength and conviction that a bracelet can always be further improved and refined – began to take the little “bracelet” product out into the world. The story of HIRSCH is marked by significant innovations: These range from the invention of the “Rembordé” – the seamless bond between the upper material and the lining – by my grandfather, via the development of a recipe for water-resistant leather to the development of a system to prevent leather allergies. From the very beginning innovation was driven by the effort to ensure longevity, wearer comfort and aesthetics whenever a watch was being worn. Our company, which is still family-run, remains true to its traditions and concentrates exclusively on the working of leather and similar materials into high quality bracelets for watches, which are highly appreciated both by specialist dealers and by watch manufacturers. HIRSCH will continue with this tradition into the future, committing itself to the constant development of bracelets in terms of their technology, design and presentation.

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2. HIRSCH Performance Commitment – embedded in the HIRSCH culture

Material Culture Manufacturing Culture

Presentation Culture

Innovation Culture

Relationship Culture

HIRSCH develops and manufactures the most progressive, richest in detail and finest bracelets in the world. The

goal of all developments is to secure longevity wearing comfort and aesthetics of the bracelet in different wearing situations of the consumer.

Knowledge and sense of bracelets allow HIRSCH to support the development work of both the watch industry

and the specialised trade in a fair and professional way. HIRSCH embodies bracelet culture that is kept alive and carefully passed on to the next generation.

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3. The meaning of a bracelet

At HIRSCH we do not speak of watch bracelets, but of bracelets for watches. Because a bracelet means much more. Its meaning goes back in time a long time before it was just a way of attaching a watch to your wrist, and above all means far more than this. Since the very beginnings of mankind, bracelets have served a wide variety of purposes in human life and culture: Silver rings worn as a bracelet were a form of currency. The bracelet was also used to heal illnesses as it provided an ideal place for a talisman. It served as a protective shield on the wrist of hunters and warriors. Bracelets have also been used again and again to indicate the rank of their wearers and demonstrate strength and power. This meaning can still be seen today on the sleeve of an airline captain. The bracelet has always served as jewellery. The German word for jewellery, “Schmuck” comes from the word “Geschmeide”, which in turn can be derived from the word “anschmiegen” or “snuggle”. Thus the bracelet is associated with both softness and valuable materials. A HIRSCH bracelet, manufactured from luxurious soft materials with a great love of detail, and inseparably associated with the personal and emotional value of a watch, is thus transformed into a valuable item of jewellery – a bracelet which refines the only machine we wear on our body and safely connects it to our wrist.

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4. HIRSCH Culture

Material Culture HIRSCH has always been a specialist in handling leather and in combining leather with other fine materials. In the search for the finest and most innovative materials, HIRSCH works closely with materials specialists all over the world. Materials are selected according to how far they are „imbued“ with quality: all materials used must contribute to the sensous experience of wearing the bracelet. Innovation Culture HIRSCH constantly strives to develop technologies which will lead to the perfecting of solutions for bracelets for watches. All design, product and manufacturing techniques are the result of creative in house research & development at HIRSCH. This passion for innovation represents a longstanding tradition and a sense of our obligation towards the future. Manufacturing Culture HIRSCH processes leather to the highest possible standards and with loving attention to detail. HIRSCH bracelets fit snugly on the wrist and are full of fine and rich detail, qualities that can be sensed by looks, touch and smell. The manufacture of bracelets for watches involves precision without compromise. In order to assure and promote HIRSCH know how, all HIRSCH products are manufactured in the company`s own workshops. Presentation Culture A fine bracelet needs a fine setting. With the invention of the HIRSCH presentation display system, bracelets have been brought out of dark drawers into the bright light with the introduction of point of sales systems in selected luxury jewellers. HIRSCH is constantly endeavouring to support its partners by carefully thought out presentation systems for bracelets for watches. Relationship Culture The HIRSCH family stands for honesty, reliability, permanence and trust in all its relationships with customers, suppliers, employees and all partners. All HIRSCH employees are ambassadors for the distinctively unique HIRSCH culture.

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5. HIRSCH Material Culture - HIRSCH Lining Leather

HIRSCH uses the following types of leather for lining:

•••• Softglove Futterleder (Water Resistant)

•••• Oysterglove Super Soft Futterleder (100m Water Resistant)

•••• No Allergy Futterleder

•••• Diving Glove

•••• Rubberlike

•••• Silkglove

•••• Velvet Glove

•••• Softglove Aloe Vera

General Information

It is important to use the best lining leather to ensure longevity of a bracelet and to make it pleasant on the skin. Directly touching the skin, the bracelet is always subject to perspiration and other external influences. These factors cause a “de-tanning” of the leather, leaving it frail and brittle. HIRSCH uses carefully selected and particularly skin-friendly, water- and perspiration-resistant lining leathers (tanned and coloured in a way to make them gentle on the skin). The visual appeal and wearing comfort of the bracelet are therefore ensured throughout the bracelet’s lifetime.

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6. HIRSCH Innovation Culture - HIRSCH Rembordé-Technologie

This method of the seamless fusion of upper- and lower leather was patented by Hans Hirsch in 1955. With the invention of this method he succeeded in creating a standard within the watch-bracelet industry that still counts for today. This processing-method possesses the advantages of closed edges, an invisible leather-junction, as well as an ideal protection against the inflow of various substances like water, sweat, perfume, tanning-lotion or dissolvents. The upper leather is turned around the edges of the lining and bonded to it. By using a combination of heat and pressure, a fibre-deep fusion in achieved.

− Fibre-deep bonding of the upper and lining

− Highest technical precision because of complex tools

− Permanent high HIRSCH Quality Standard

− The stitching solely serves for decoration and aesthetics

− Long protection against penetration of substances such as perspiration, perfume, sun tan lotion or solvents

FACTS and FIGURES – HIRSCH Rembordé Technology In order to produce a watch bracelet according to the rembording-technique about 35 – 40 work steps are used! A watch bracelet consists of 10 – 15 different single components that get fused to one homogenious product thanks to the Rembordé Technology.

The focus of 2011 was on the “Innovation culture”. A new department “INNOVATION and PROJECTS” was launched, which leads the enlargement of HIRSCH’s innovation culture within the company and secures the strategic alignment to R&D issues. Strategic Projects are being prepared and planned here.

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7. HIRSCH Manufacturing Culture

A bracelet from HIRSCH consists essentially of 3 parts:

− Upper leather � on the upper surface of the bracelet

− Lining leather � on the lower surface of the bracelet

− Padding � an interim layer between the upper and lining leather, which give the bracelet its three-dimensional shape. All 3 layers of HIRSCH leather bracelets consist of pure natural materials. When selecting the upper and lining leathers, we take the utmost care so that only the highest quality materials are used. HIRSCH uses leather materials for the cushioning layer too; in a process developed by HIRSCH itself leather is also used to give shape to the bracelet.

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8. HIRSCH Presentation Culture

The HIRSCH sales display - a story The invention of the sales display: On a journey from America to Europe, which at that time naturally took place not by plane but by ship, my grandfather spent a lot of time in his tiny little cabin, because he was frightfully seasick. But instead of giving in to his suffering, he used the time to think about the sale of bracelets for watches. During this ten-day journey he developed the first HIRSCH sales display using pencil and paper, and immediately on arrival he contacted his sons and even before he arrived in Carinthia his sons had already made the first sales display out of wood and glass. They were all very proud of this new development, but when my grandfather presented this display to the watchmakers for the first time, he met only with refusal. For what watchmaker, who was after all the lord over time and a master of luxury, was going to place a glass and wood sales display for bracelets for watches, which were thought of as repair items, on the counter? With much patience and power of persuasion, however, my grandfather succeeded in getting his display accepted, and thus in bringing the bracelet out of the darkness of the drawer and into the light of the shop. Today it is inconceivable that bracelets for watches could be sold without a sales display, and true to the motto that there is nothing that can not be made even better, over time HIRSCH has continually improved this sales display. Today the seventh generation is now onto the market.

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The new HIRSCH Point Together with the development and market launch of the innovative, interactive sales system „Sette“ in 2005, a completely new, functional and informative system of bracelet-fixation was brought onto the market. The HIRSCH Point fits on all HIRSCH bracelets, is simple and practical in handling and shows all customer-relevant information at a glance. Nevertheless this tested and proven system could be developed further in accordance with our guiding principle that “there is nothing that cannot be made even better”. And true to this motto the new generation of HIRSCH Point goes one significant step further and offers besides the known advantages now also more security and environmental protection. These are the innovations and added value for you:

•••• Improved anti-theft protection

•••• Completely biodegradable material

•••• Simplified fitting and removal of bracelets at the selling-system

•••• Speeded up customer service: HIRSCH Point consists of one single, hinged part

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HIRSCH Selling System - The HIRSCH „Sette“ selling system family

When it comes to presenting the bracelet as a high quality accessory and bringing it out of the darkness and into the light of the sales area, HIRSCH has always been an innovator ahead of the rest. Just like the Corniche was in its time, the new generation of selling systems is at the forefront of a paradigm shift in the presentation of HIRSCH bracelets and is the proof of our innovative bracelet culture and constant striving for improvement. Overall System Function and design are the centre of this entirely newly developed revolutionary and interactive Selling-System, the "Sette" from HIRSCH. The new system consists of five basic modules: ---- Doppia Sette - Settessimo - Settecento - Combi Sette - Wall Sette

Settessimo

Doppia Sette

Wall Sette

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Advantages and function

Until now, HIRSCH products have been presented to the consumer exclusively by the sales staff. Now, with the “leaf mechanism” of the new HIRSCH selling system, customers have the opportunity to view the bracelets for themselves and make their initial selection. This will lead to a reduction in consultation times, and will give the consumer an easy way of getting the widest possible overview of the HIRSCH product worlds. Tray (Settimo)Tray (Settimo)Tray (Settimo)Tray (Settimo) The „tray“, as the lowest common multiple, is interactively compatible with all three selling systems, and is very easily interchangeable. On the side of each tray is a handle and, an appropriate “communication” surface is on the back. Up to 21 bracelets can be positioned in a tray. These are clipped in vertically, and can be freely moved in a horizontal direction along a bar. The trays can also be taken out of the systems and shown to the customer if necessary. Security deviceSecurity deviceSecurity deviceSecurity device If desired, each system unit can be supplied with a security device against theft.

Settecento

Combi Sette

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9. HIRSCH Quality system

Strict selection criteria, precise checks of materials and assessment of suppliers, as well as stringent production inspections are the pillars of the outstanding reliability that has been HIRSCH’s trademark for generations. Both external and in-house inspections ensure the high quality of all HIRSCH products. The certification according to ISO 9001 is more than a compulsory exercise. Our customers worldwide justifiably rely on the quality standards that HIRSCH sets in the production of bracelets. Perfected production technologies and centuries of experience in the processing and refinement of leather are guarantors for quality and functionality that exceeds “conventional” bracelets by far: Every HIRSCH leather bracelet is ...

... remborded The Rembordé technology invented, patented and continuously developed further by HIRSCH, joins upper and lining leather without any seam. HIRSCH bracelets are thus perfectly protected from external influences, highly resistant to wear and very long-lasting.

... water-resistant HIRSCH bracelets are not at all afraid of water! They are generally waterresistant and dry more quickly than conventional bracelets. Even if they get wet, their visual appearance, suppleness and functionality are by no means impaired.

... sauna-tested Sweat is genuine leather’s biggest enemy! Conventional bracelets often become brittle after a short while or break even! HIRSCH bracelets, however, are sauna-tested. Even the combination of heat, moisture and perspiration does not harm them. They stay in shape, remain supple and pleasant to wear. A long-lasting adornment for any watch.

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10. HIRSCH Relationship Culture

HIRSCH guarantees the wear of each HIRSCH bracelet for at least one year. Leather is beautiful, not least because it is a living material. A natural product of this kind will show normal signs of wear after a time. The only way to avoid this is to do without leather altogether. Our precise treatment of leather, our many years of production know-how, the careful selection of very special, suitable material and not least our craftsmanship and love of detail are the advantages that allow us to guarantee all our customers that they will be able to wear their bracelets for at least one year. We are proud to have you as a customer and wish you every success in the sale of quality HIRSCH bracelets.

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11. Leather care

Leather is one of the noblest and at the same time most versatile materials. Man has been using it for thousands of years. As a natural product, leather is, however, subject to environmental influences and thus to an ageing process – even when treated with traditional procedures to make it durable. The Rembordé production technology patented by Hans Hirsch joins upper and lining leather seamlessly and ensures a quality standard for which HIRSCH leather bracelets are renowned the world over. This HIRSCH quality meets many physical requirements, such as

•••• tensile strength,

•••• suppleness,

•••• resistance to perspiration,

•••• colour fastness or

•••• water resistance and makes HIRSCH leather bracelets much more long-lasting than traditional watch straps. And yet – sweat, hand cream, perfume and other influences may wash out the tanning agents and thus reduce the bracelet’s quality. Protect your bracelet and give it a long life! Regular care of your bracelet can extend its life. Rinse the bracelet under lukewarm running water and then dab off the water with a cotton cloth. Or let the bracelet dry on your wrist. Please note. The hides used for HIRSCH bracelets do not require any application of grease – such as shoe cream, for example. Using shoe cream or dubbin on your bracelet may trigger undesired chemical reactions with the tannins which could lead to a loss of quality.

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12. The right bracelet for every watch

To make the choice of the perfect bracelet for a specific watch easier, HIRSCH uses the following categories. In addition to the categories, the pictograms on the following pages explain which bracelets are best suitable for which lifestyle.

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13. HIRSCH No Allergy System

Some consumers react extremely sensitive on certain environmental influences. HIRSCH is aware of that fact and offers various solutions. In cooperation with dermatologic institutes HIRSCH has investigated the reasons for the emergence of skin-irritations. In order to prevent the most frequently appearing skin-irritation HIRSCH solely uses no-allergy buckles. These buckles do not contain nickel, or any other aggressive metals. The leathers which are used for the production of HIRSCH bracelets get carefully tanned in order to avoid hazardous substances. In addition to that HIRSCH applies a protective layer to the lining-leather which prevents from the emergence of allergies. In order to generally minimize the risk of skin-allergies HIRSCH recommends the frequent cleaning of your leather bracelet. This can easily be done by rinsing it under cold water. The bracelet can then be left to carefully dry at room temperature. Explain to your customers who are telling you that they cannot wear leather bracelets due to a special sensitivity that they now can enjoy the pleasure of style and softness of a HIRSCH leather bracelet.

14. HIRSCH 100 m Water-Resistant

Does leather tolerate water? We are proud to say that HIRSCH bracelets have no fear of water. A leather watchband that can be safely washed with soap and still remains supple and beautiful, that can be worn by divers at depths of 100 m in the sea and will still be dry in a matter of minutes, or that is put into the washing machine by accident and comes out without a seam or glue point open – all this is possible with a product of the HIRSCH 100 m Water-Resistant range! Products of the HIRSCH 100 m Water-Resistant series are the first bracelets on the market that are as water-resistant as the watches themselves, because upper and lining leather are connected by means of the HIRSCH “Rembordé” technology without any joints and down to the fibre. The padding material that gives the bracelet its three-dimensional form is also water-resistant. 100 m Water-Resistant bracelets made by HIRSCH will of course get wet, just like any other leather. They absorb less water, however, and dry considerably faster than traditionally tanned leather. What is most important is that HIRSCH products will retain their quality, shape, suppleness, colour and hence the aesthetic appeal that was one of the main reasons for their purchase.

Can be attached to the lower side of the watch-case and prevents from allergies!

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15. HIRSCH Sauna-tested

Why are HIRSCH bracelets sauna-tested? Sweat is the number 1 enemy of leather! Whatever we wear on our skin will always come in contact with sweat. The result is that leather will eventually become brittle and frail. Traditional leather watchbands can thus scarcely offer a service life of longer than six months. HIRSCH leather bracelets can even be worn in the sauna. The punishing combination of heat, humidity and sweat leaves them unaffected – they keep their shape, remain comfortable and will continue to adorn your watch for a very long time to come.

16. HIRSCH Leonardo

Watch and bracelet – a perfect entity HIRSCH has the right solution of any challenge on the bracelet front. In Leonardo, we have achieved the creation of a flexible system for a completely integrated and jointless linking of the bracelet with the watch, a point that brings incalculable advantages for every discerning watch wearer today, and we have achieved this even for those watches that could formerly only be fitted with own brand system bracelets as well as for watches that first come into their own with Leonardo giving them a beauty that is a sheer joy. Different from ordinary bracelets, a bracelet with a High Integrated Attachment (HIA), as described in technical language, connects to the watch-case if it was tailor-made. The jeweller refers to HIA as Leonardo. This connection of bracelet and watch creates a single work of art, a beautifully rounded unit that fits closely around the wrist like a bracelet and thus enhances the aesthetic character of the watch.

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17. HIRSCH Premium Caoutchouc

HIRSCH Premium Caoutchouc – the smart combination of nature and technology

HIRSCH’s many decades of experience in the production of flexible synthetic bracelets (HIRSCH skinline patent) for the world renowned Swiss synthetic watch, combined with the Know how of HIRSCH engineers, allow for a broad development and production range of outstanding rubber bracelets with intelligent functions. HIRSCH’s expertise in finding solutions to highly complex tasks allows the bracelet to be integrated into the watch in ways which were not previously possible. This also means that the brand can be perfectly incorporated into the bracelet thus creating an individual product for each particular watch. The bracelet also does not always have to be black: it is now possible to offer rubber bracelets in all colours.

18. HIRSCH Aloe Vera

HIRSCH develops the first leather bracelet with Aloe Vera finish on the lining leather! The result is a new type of skin-friendly feel-well bracelet that caresses the skin and treats it to pleasant care. On the skin, the Aloe Vera substances come to the surface, unfolding its long lasting, smoothing effect. This HIRSCH-specific development of a special surface-coating for leather is unique, a patent application has already been filed! Bracelet with feel-good factor: - Lining leather treated with pure Aloe Vera gel - Skin-friendly tanning agents - tanning with the environment in mind - Maximum wearing comfort - even for sensitive skin - Soothing Aloe Vera comes to the surface by wearing the bracelet A skin-friendly, feel-good bracelet which caresses your skin with velvet softness, nourishing it at the same time.

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19. HIRSCH Artisan Leather

The HIRSCH Artisan Leather category describes a carefully selected range of bracelet models that are produced from hand selected materials and keeping carefully to traditional craftsmanship methods. The leather types used are mostly obtained from the long-established Italian tanneries in and around the small town of Santa Croce, in Tuscany, where time-honoured processes for the production and preserving of the finest leather have continued in use through until today. This art of leather finishing that has been cultivated for centuries coupled with the experience and craftsmanship of HIRSCH permits lovers of classically elegant bracelets to adorn their watch with an item of timeless beauty and superb workmanship.

20. HIRSCH Alligator embossed

Perfect alligator effect – the alternative to genuine alligator! A very special embossing process creates the natural Louisiana alligator grain on particularly fine calf skin. The characteristic alligator grain effect is achieved with the variation of dark and light shades between the scales. HIRSCH Alligator embossed is also available as 100 m Water-Resistant!

21. HIRSCH Scratch Resistant

HIRSCH Scratch Resistant bracelets are highly resistant to scratches; particularly sturdy raw hides are given a special HIRSCH scratch-resistant finish that protects the bracelet from abrasion.

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22. Frequently asked questions (FAQ`s)

My bracelet is only 6 months old and it already looks unattractive! The way the bracelet has been worn is the deciding factor here, for example:

- Has the bracelet been worn tightly or loosely? - Has the bracelet been worn day and night? - For sport and work too? - Is the customer more a passive or calm type of person? - Does the customer perspire more/less? - Does the bracelet often come into contact with water?

In many cases the customer is misled by his sense of time – he/she underestimates the length of time he has been wearing it… Why is there visible wear on the tip of the bracelet and the loops? The loops and the tip of the bracelet are in constant contact with other items and are thus exposed to constant severe “stress”. Why does discoloration appear on the upper leather?

- When exposed to light, the leather becomes lighter (fades) - When it comes into contact with creams, perfume etc., the leather changes to a darker colour.

Why does the seam come undone, and why was it torn open?

- Seam wasn’t properly secured (safety backstitching on the attachment) - Decorative seams have no holding function on HIRSCH products - The bond is right through the fibre, therefore not a safety stitch; a safety stitch is not a reinforcing

element, but an aesthetic feature – see loop. Why do “cracks” appear in the area around the hole?

- Leather is a natural product. It is not homogeneous, so there is a risk with vegetable upper leather. The consequence: the upper surface becomes “ harder/firmer”

- The effects of temperature/cold

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23. Handling complaints

You will find some guidelines below to help you assess any complaints: First look at the lining leather side (underside of the bracelet):

- Do you see traces of perspiration (Yes/No) - Where is the functional hole (in which hole has the watch been worn?) - The lining leather side comes into contact with substances such as perspiration, perfume (contains

alcohol!), skin creams, etc. Then have a look at the upper leather side: There can be mechanical or chemical influences on the surface of the upper leather such as:

- mechanical influences: e.g. friction - chemical influences: e.g. detergents, perfume, unusual stresses – accidents, such as paint - stress/friction due to mechanical influences (wearing a watch/bracelet combined with metal

decorative bracelets).

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