Eric Wind may be able to shed some light on the how it works. I asked him yesterday if he/Hodinkee had any room on the prices and the answer was no. So I don't blame them.

But it seems somewhat hard to believe that Bergdorf would allot valuable retail space in their store and allow a dealer to overprice the merchandise such that neither the dealer nor the store ever sell a watch. To wit, yesterday's Hodinkee pop-up (and the free publicity on the site/instagram page, etc.) probably provided more foot traffic than any other random week's worth of customers combined — and the cases were full at 5 p.m. when the day was over.