I would like to get a nice watch, such as a Rolex when I absolutely don't have to think twice about spending the money. There is something about many nicer watches that feels good. I know it's the weight to some extent, but something else? I think to answer the OP, guys look at watches because they are an acceptable way to accessorize or be a bit different. Many men do not wear much, if any, jewelery, so this fills the gap.
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"Religion is the one area of our discourse in which it is considered noble to pretend to be certain about things no human being could possibly be certain about"
--Sam Harris
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