I remember a talk made by a long time vintage watch dealer and he mentioned that Swatches are more or less a piece of 'art' and are designed to be collectible through marketing/limited releases/hype.
After that, I found a modern watch catalogue from the mid 90s and it talked about the auction results for some rare Swatches - it may have mentioned $40k USD for one with art featuring Picasso.
If people are saying that it is only happening now with LE Speedies and now Swatch, think of those who cashed in 20 years ago.