French businessman Richard Mille put his 12-year-old Swiss watch brand on the map by producing six- and seven-figure-priced, think-outside-the box timepieces for clients like King Juan Carlos.
But perhaps nothing has done more to put the brand on the map than its out-of-the-box Soul crossover and the hip-hopping hamsters that serve as its, er, spokesrodents.
You can give information about a street which is not necessarily in the map set because it's brand new -- this is something that no device was ever able to do in the past.