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Personally, I could see myself spending a little more on a watch because it's like a nice piece of jewelry, and watches can help put together a nice look if that's important to you. I could see that scaling upwards if you made more money and maybe you're in a position of power, and your watch, among other things, is a sign of power. Then add the collecting aspect to it, with all the finery and I could see people being into expensive watches.