As Mark Dice and sci-fi Grandmaster John C. Wright have pointed out separately, there is a really quite superb commercial making the rounds right now from a watch company named Egard:

Check out their website and, if you’re in the market for a watch, or need a gift idea for your father, uncle, brother, or – if you’re a woman – husband, consider shelling out some cash for their quite beautiful designs.

I was much struck by this one, for instance:

What a beaut.

My current watches are a Victorinox NATO-strap job for everyday use, and a Seiko solar-powered chain-linked brushed-steel job for work and more formal events. Since the latter is (a) Japanese-made and (b) solar-powered, it will almost certainly never, ever break or wind down. And the former is made by the Swiss, who, let’s face it, know really damned well how to make a good watch.

But if I ever consider replacing or adding to my current (tiny) collection, I will certainly consider these guys to be right up there with the other two brands.

The fact that they don’t see the need to insult me and my brothers in order to gain attention for themselves, and instead celebrate what is good and great about men, is an excellent incentive.

It looks like these days, Egard is actually the best a man can get.