If you haven't seen him, Bill at WatchArtSci recently uploaded a video about creating a custom watch that breaks down all the costs. That puts perspective on how the big brands MSRP is 10x of production costs. So when you buy a Rolex, Omega, AP, Patek, etc., you're paying more for the brand name and their marketing spend. To an extent, there is value in that. It will be about how much you value a luxury watch's 'status symbol-ness' vs. the value of the physical watch. For me, indies are where the watch market is going in the next decade and where the cool stuff is.

https://youtu.be/Aq9ckaTx_Vs