By my conservative estimates, based on the highly scientific data-gathering method of spending hours of my life scrolling through Instagram, in a single year there are millions of pictures of watches shared worldwide. Some of them are fantastic, shot with professional-grade kit and lovingly photoshopped; some are just a well-timed snap on an iPhone. They all have one thing in common though: despite technically existing forever (or at least until Meta and Apple and Google are distant memories), every Instagram post is fleeting. Double-tap, scroll, scroll, scroll – here today, forgotten tomorrow.
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