My main point can be put a little more clearly: it is not just that we are willing to pay for the brand experience and the marketing that builds it, but we actively want to pay for it.
replyMacbook Neo customers want Apple to put out creative product marketing videos, they believe it is part of the offer.
Actually most watch collectors do not wear their most expensive watches, they have daily or travel watches to wear that carry less risk.
replyAlso, watches are status symbols to a really narrow niche. Vast majority of people cannot name a non-Rolex expensive watch and would assume Seiko (and maybe Tissot) are the best watches after Rolex, followed by Swatch (and maybe Timex).