We were astonished. We've had all these 80-year-olds sending us their registration by email.

There are enormous differences between Swiss Jews and those in Germany and Austria, due to the lack of persecution in Switzerland during the war. The sheer continuity of Swiss Jewry is unique and has fostered a different mindset.

I have 14-year-olds that are stronger than some adults.

Do we really want 6-year-olds to become street fighters?

The older consumers right now, ages 35 to 70 years, really know Timex, ... The 18- to 34-year-olds are the consumers we haven't spoken to in a long time, and we want them to know our brand is very trendy, fashionable and can pretty much meet their lifestyles.

You can't put 8- or 10-year-olds out on Loop 360. You need a spot where a coach can watch at close range, not in traffic.