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This article has as main objective to reflect on the legitimacy of the social distinction exercised by the elites of Sao Paulo and to position as consumers and lovers of luxury watches. This object will also be demonstrated as a primordial item for the distinction and belonging to restricted groups, as the main exponent for the characterization and the singularity of the bourgeois taste and the conservatism observed as ethos of the wealthy classes of Sao Paulo.

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Muito além de um simples Rolex: breves considerações sobre a legitimidade da alta relojoaria e sua expressão máxima de valor entre as elites paulistanas