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A "watch brand" is often—but incorrectly—used as a synonym of "watch manufacturer" or "watchmaker". Brands are distinct from manufacturers. There are brands of watches that are purely marketing constructs and are not associated with a specific company. Also, many watch manufacturers own more than one brand, while others own no brands and simply do contract manufacturing.

Note that watch brands that do not manufacture watch movements of their own, but merely assemble components made by others should not be categorized as "watch manufacturers" or as "watchmakers".

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