Totally agree with Robert. Forum sales are significant for them... 1-2% is way off the mark... no average person would ever pay those prices. Rolex maybe, but obscure reps: Ebel BTR, Vacheron Overseas, seconds at '12 AP, Chopard Mille Miglia, etc. etc.
They're not mainstream watches by any means. With those prices, they're clearly directed at harcore WIS only.
I also agree about Joshua. Good dealer, who has proved himself many times. Always been helpful to me.