I grew up in the Midwest and have called Chicago home for the better part of 10 years now, so I’m an easy mark for Cornell’s story. I’m all too familiar with names like Elgin, Illinois, and Rockford on the dial. I see them in piles stacked taller than an average Invicta at flea markets and garage sales most weekends. Beyond that, these nondescript Main Street USA towns that adorn the dials are actual places to me, not abstract dots strewn amidst cornfield flyover country. Surely, the Swiss feel the same way when they see “Geneva” or “Le Sentier” on a dial – don’t take it for granted!