Interesting that this pops up now because I have done some soul searching as to why I buy reps recently. I can see how somebody comes tot he conclusion that fake watches are bought to gain social prestige without being an unconscious bloke. I assume that the majority of reps are bought for exactly that reason. Just look at the fake watch buster posts with kids flashing their canal street reps and brag about the money they allegedly coughed up to buy them.
At the same time I have learned that there are other motivations to buy reps, and I have learned that this is true for most of the members of this forum.
I definitely do not buy reps to gain social prestige or flash them in public as gens. I also buy a lot of micro brands that would only be recognized by some real watch enthusiasts. Plus I own many gens, not in the 5-10000 USD area but the likes of Anonimo or vintage Omega. The net worth of my watch collection could easily buy me a nice Patek. So if I was out for prestige I would buy a Nautilus and end of story.
But what I really enjoy about this hobby is diversity and the process of building a collection. Like to have a watch for every shirt color and every occasion. Having said this there are a lot of smaller and affordable brands out there that are even technically innovative and have better and more reliable movements. I am talking Anonimo, MKII and others. Just yesterday I stumbled over a UK brand that uses Tritium tubes instead of lume. So diversity is no valid reason to buy into reps as well.
So why don’t we all buy micro brands or sterile homage watches instead?
Obviously the famous watch brands have a lot of appeal. I often read the argument that the genuine brands are overpriced. But the price for something is made by the market and all luxury items are decoupled from the material and manufacturing cost. Why should the brands sell at a price below the market? The brand itself has a value and it was build by real people that earn their living from doing so and pay real taxes. It took decades of work, a lot if ingenuity and billions of dollars to get there. If you feel the brands are overpriced why buy them? It is not like food or medical supplies. Nobody needs a Rolex or a Patek.
Another motivator: The hobby takes over and the obsession to correct the small flaws that still distinguish the reps from their gen counterpart. The hobby itself can be very fulfilling.
So there are lots of reasons other then being fake or gain social prestige.
Ultimately I came to the conclusion that I indulge myself into the thought of owning something I crave for and could not or would not afford otherwise. At the end of the day there IS some hypocrisy involved in this hobby. Face it!
Probably not the kind of post guys want to read in a rep forum, but at least my "genuine" thoughts.