Will the watch industry say I do to lab-grown diamonds?

(watchpro.com) - As more watch brands embrace the alchemy of diamonds grown in a laboratory, Robin Swithinbank says the value and romance deficit in a man-made gemstone will have luxury buyers digging in the dirt. If you’ve come across the illusory truth effect, you’ll recognise the theory that the more familiar we become with a false idea the less likely we are to believe it’s wrong. Framed in 1977 by researchers at the Villanova and Temple Universities in Pennsylvania, it suggests that even if, at first, we are inclined to see a falsehood in a statement, upon hearing it several more times, we will steadily become inured to it. How susceptible we are depends on our gullible gene. Actually, it doesn’t. But you get the point.