Status games are evergreen, and a lot of conspicuous consumption has fallen out of fashion. They've gotta flaunt their wealth and position somehow, and lambos are just too crypto-bro and gauche.

It's also a sales tactic - a watch can be a schelling point if you're looking to network with someone who's into it.

Watches were understated in the 70s and turned more to gold in the 80s and a super proliferation of diversity in the 90s. 90s also had machismo Schwarzenegger sized cases for steroid men.

2000s brought Hiphop bling culture to them which embraced maximalism with size further increasing and 85 diamonds and rubies being something worthy of showing.

2010s austerity led to a retreat all the way to 1940s style trench and dress watches, cases back to 38mm.

Post Covid, boldness is having a comeback. See the newest Planet Ocean. We are seeing bling and ostentatious gold again on celebrities this year.