It's unfair to be so cynical - a watch is a piece of jewelry, not a time-providing device any more. One buys what one likes, and can afford, and what makes one feel good. Some folks get their kicks out of modern art, or classic art, which both have about the same functional quality as a watch - ie zero... If your friend likes Lacoste and fashion watches, and he's happy with what's in his watch box, then more power to him 👍 To each is own....