It has changed over time.
I initially purchased my first watch, a Seiko 5 as I couldn't keep on looking at the time on my phone as I found it unprofessional at work. This is when the itch started until I acquired my first 'luxury watch', and down the Rabbit Hole I was.
They are fascinating objects because, whilst offering the same primary function, they all offer something unique which is precisely why you would buy one instead of the other. I got my Snowflake because of the breathtakingly beautiful dial and its zaratsu finish, all embellished by the sweep of the spring drive. It really is a contemplative watch, perhaps the one which I stare(d) at the most. I would regard it as arty as a Turner or a Sorolla.
Sometimes, I would be careful as to the outfit I wear at work to wear a specific watch. My divers watch would be with jeans and t-shirt although I do wear my dressed piece with these too...
Just like as a kid I was collecting logos or Dragon Ball cards, I feel like collecting watches works in a similar fashion where you would also show your cool toys with your friends and play all day. I do wish that the top watches I desire would be as affordable as a lego AT AT...