I have no idea how much Rolex is paying for this space in Moscow, but I bet a pretty high percentage of the profits go here... just outside of Red Square on the north side of the Cathedral of Visiliy the Blessed is this 100+ meter advertisement... on Friday they were in the processing of taking down the blue winter scene above (if you look between the cranes on the top, you can the the heads of some of the workers on top of the billboard), and changing it to the green summer (horse racer) scene by Saturday afternoon. I saw at least 20 people making this change over the two days, pulling ropes, etc. 
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