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The A|X Armani Exchange watch collection was created by Giorgio Armani and inspired by his favorite urban lifestyle in the Big Apple. This line created in 1991 is the most accessible in terms of Armani group prices. It targets young clients, teenagers and young adults, and is close to a "urban chic" and modern style. Advertising campaigns associated with the brand are quite provocative. The stores that sell them are mostly present in the United States.

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