It's all about the mindset: In one case you are appreciating an object for what it is, what it stands for, the history behind it, the tradition, the skills, abilities and knowledge necessary to create it.

In the other case you don't care about all of that, you are merly trying to use the price tag to elevate your social status. By that it becomes a vulgar instrument to demonstrate wealth ... and that's just sad.

The watch doesn't matter, but the person and the person's attitude does: If a person is flexing with a 100$ G-Shock that's as ridiculous as a person flexing with a 10k Rolex.

For me the person's attitude and interest is what makes the difference:

A real petrol head with a history in the hobby is able to appreciate a 911 and a Golf for what they are. Therefore I wouldn't consider it flexing if such a person posts pictures of expensive cars. And that's the same with watches.

However, in today's culture I'd claim that 80% of the people buying and posting pictures of APs and Rolexes are not into watches at all, but just use them as an accessory to demonstrate wealth and social status.

Exactly. Watches above 36mm were considered comically huge not too long ago.

The big-watch-trend started in the 2000s was just an extreme spike in one direction and is starting to fade away nowadays. Panerai is very successfuly with their 40mm watches and Rolex went back to the historically correct 36mm with their updated EX1.

Nowadays you have the choice to wear whatever you like and suits you.

Depends on what models you are talking about. Their round ones are actually a bit on the smaller side and are no different than other brands. Their signature square watches though are an entirely different beast.

Rectangular shapes have a significantly bigger visual impact than round ones in general. On top of that the time-only pieces come with very small bezels and very big dials. A 42mm B&R03 has a similar wrist presence as a 44mm Panerai or even more, taking their ultra-wide straps into consideration.

Is every watch with an integrated bracelet an hommage watch to the RO or Nautilus? The rectangular case shape alone gives it all the identity it needs.

Issues with masculinity of some sorts?