How about - we want to get laid.
Expensive watch = money to burn = you should sleep with me. How many people can tell the difference between a $1,000 or $3,000 suit? Fancy watch - never missed. Just remember every part of a man's being relates to getting laid. Or if you can't because you are happily married, having that woman in the bar look longingly at you does wonders for the ego. Just remember - Little Ethan always comes first. Not very philosophical but it all goes back to the caveman. Oh, and we do love watches and their little intricacies too.
Just kidding (somewhat).