While the entry price for luxury watches is lower than it is for luxury cars, I see a fair amount of Pateks and APs that go for at least $100,000. There are many more exclusive models and companies that I know next to nothing about that are significantly more expensive, but you can get a sense of the wider market here: https://www.hodinkee.com/packages/all-the-new-watches-of-202.... And yes, I agree that the utility of a car far outweighs that of a mechanical watch. It's also why I believe that paying $150,000 for a fancy master's degree at a world-famous school is a pretty sweet deal for the wealthy and vain.