Shoppers swap Rolex for watches made from rubbish so good they 'bought two'

Many people buy a watch to commemorate significant life events, be it a landmark birthday, an anniversary or a personal achievement. This was the case for entrepreneur Guy Blaskey, founder of Detrash , who decided to treat himself to a watch after selling his company.

After building up the healthy dog food brand Pooch & Mutt to a value of £30m and successfully challenging industry giants like Mars and Nestle, he embarked on a quest for a watch to mark this accomplishment. Despite having a keen interest in watches, Guy hadn't been closely following the watch industry – but what he found took him by surprise.

From his experience with consumer goods sold online and in supermarkets, he noticed that the real moment

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