I admire the subtle but gumptious juxtaposition JX Su wielded in this breakdown of why Rolex might be willing to let TAG Heuer assume sponsorship of Formula 1. Offhandedly mentioning the massive private jet employed by Rolex CEO, Jean Frédéric Dufour—to undergird the argument that Rolex can no doubt afford the sponsorship—while also arguing the dissonant optics of Rolex continuing to sponsor a climate-crisis-perpetuating motorsport on the one hand with its Perpetual Planet initiative on the other.

Private aviation emissions began to outpace commercial aviation at the turn of the millennium and continue to rise. A single, four-hour flight on a typical private jet emits as much CO₂ as one of Jean Frédéric Dufour's fellow European citizens does across the span of an entire year.