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GENEVA, SWITZERLAND - JANUARY 17: (2ndL-R) Fabian Cancellara, Jan Frodeno and Jochen Mass visit the IWC booth during the launch of the Da Vinci Novelties from the Swiss luxury watch manufacturer IWC Schaffhausen at the Salon International de la Haute Horlogerie (SIHH) 2017 on January 17, 2017 in Geneva, . (Photo by Harold Cunningham/Getty Images for IWC)

GENEVA, SWITZERLAND - JANUARY 17:  (2ndL-R) Fabian Cancellara, Jan Frodeno and Jochen Mass visit the IWC booth during the launch of the Da Vinci Novelties from the Swiss luxury watch manufacturer IWC Schaffhausen at the Salon International de la Haute Horlogerie (SIHH) 2017 on January 17, 2017 in Geneva, .  (Photo by Harold Cunningham/Getty Images for IWC)