@Izzie,
I wish I could gotten a good picture of a local jewelry store sign. This store opened about 10 years ago on the outskirts of Annapolis. The building itself is an architect nightmare and in the shop itself the counters are bare and uninviting. Locals suspect it is a front for something else. The other day I noticed they installed a sign with letter crawl, while wondering how they managed to get a permit for the sign, suddenly it flashed in red dotted letters "ROLEX....NOT NEW". I'm figuring pre-owned or estate sale took up too much room. Maybe you had to be there, but it struck me funny.