It’s a natural question, but the answer’s not so simple.

After I tell people that I write about watches, the question inevitably arises: why do some watches cost so much? (This after the incredulity that one can actually make a living doing what I do.) There is always the guy in the group who says he’d never spend $5,000 on a watch; never mind that he has a $40,000 SUV that costs $100 a week to fill up with gas.
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