The company got the design exactly right immediately and has only made minor changes over the resulting years, meaning the watch looks almost identical today as it did then. (digitaltrends.com)
By making minor changes like these, they are increasing both their customer satisfaction and customer retention. (businessbuildingbooks.com)
I'll even make minor changes like substituting a font if you like one from another cover better than the one that is on the cover you're buying. (bookcovers.us)