Trade-in program, specially for SS or gold, for model released within last 3-4 years.
I would think they could make a lot of $$ if they marketing it as 30-50% off for equavelent watch body only trade in, SS for SS, gold for gold, and watch body only model specific for trade-in customer, same as they used for replacement. Of course have to be qualified functional watch without severe cosmetic damage, and model released within past 3-4 years.
They will get a lot of people welling to trade in AW at 3-4 years, since that will be about right time need new battery if wear daily, and instead of getting battery replace, just get a new model watch body but only have to pay something like 50-70%.