Here's an excellent posting, by Alex Williams, in The New York Times, Baselworld, Where the Watch Is Still the Greatest Gadget

Quotes from Heuer friends, Jack Forster and Ben Clymer, as follows:

• Says Jack: “My taste in watches stopped maturing in 1972 You could go broke making watches for guys with tastes like mine, and many companies have."
• Says Ben: “I know people with six-figure watch collections that drive a Toyota. There is a tiny percentage of the world’s population that would even know what they are or how much they cost if they saw them. A true watch lover buys for himself.”

Jeff