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I see these cracking very easily or at the very least chipping.
The stones they are using are not particularly strong at all. The other problem you have with using most types of stone is that its tensile and compressive strength is much much lower than steel.
These are a neat idea, but I bet they look like crap after a few months of use. Perhaps someone will prove me wrong, but it's a novelty as far as I'm concerned.
There's a reason why other watch manufacturers are going to ceramic rather than stone.
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