I think that's the main question, really.
We're all attracted to luxury brands and even if we're not here (necessarily) to get watches to deceive, we still want to wear these luxurious designs and have fun with them. Many of us also own gens of the luxury brands.
I owned a Seiko Orange Monster and it's a great watch for the money. Just like Toyota and Mazda are great cars (for the money). But they're not fascinating in any shape or form.
But I'm sure Breguet and Patek owners think the same way about Rolex, TAG, Breitling and Omega.