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The concept it time zones, since Rotary has a collection of watches with revolving face plates which allows the wearer to maintain two distinct time zones. The world time zone lines are incorporated into the design, and when holding up the letterhead against the light the cities in front match up with their time zones printed on the back as seen in rotarylh2.png. The business cards are different on the back depending the location (its zooms in on the place e.g. Switzerland)
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