use this type of statement to sell their watches: We (our store
name) are offering (watch brand) at an "everyday discount price". I
have considered this to be illegal and unethical. Is it?
Unethical certainly. Probably illegal (depending on the laws in your
state) since it's never going to be sold at an undiscounted price.
Check in with the JVC and see what they think.
Daniel R. Spirer, G.G.
Daniel R. Spirer Jewelers, LLC
1780 Massachusetts Ave.
Cambridge, MA 02140