TomasVI get the whole "perceived value" thing by listing the catalog MSRP and then showing the price of the drop, but in this case Alpina is one of the few Swiss manufacturers that have a web store that sells directly to consumers. As such, it would have been better to use the regular price they list on their web store: a $1,700 discount when using their web store price looks less impressive than using their catalog MSRP price, but still, a $1,700 discount on a Swiss-made automatic chrono is insanely good.
You may have been looking at the wrong style. 2,590 Swiss Francs equal to roughly 2700 US dollars. $3,095 is the list price provided to us from Alpina's catalog itself.