Gallet’s Return, and the Price of Belief

Somewhere between a trademark filing and a vintage catalogue scan, the industry learns a familiar lesson: it is cheaper to buy a past than to earn a future.

The first time you see a revived brand name, it often appears the way ghosts do in old houses: not as an entrance, but as a detail you swear wasn’t there yesterday. A logo resurfaces on a press image, crisp and newly kerned, hovering above a dial that looks designed to trigger recognition before it triggers thought. Collectors do what collectors always …