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n. 1) A brand of Swiss watches from the Canton of Jura, renowned for it's excellent build quality and hefty price tag. n. 2) A term used to ridicule a person who steathily exhibits their wealth through possesions to avoid looking like an ASW. Also used to define the most [unnecessary] and expensive objects in their class. The term is [particularly] prevelent when bragging about items that serve a simple purpose, which could have easily been achieved by a much cheaper [alternative], producing similar results.
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