In almost every category meaningful differentiation is a myth. It sounds nice to tell yourself you've got it and talk about moats or whatever, but it misses the point.

What people usually mean when they talk about differentiation is distinctiveness [1]. Design isn't a differentiator for these watches it's about being distinctive. At the end of the day when telling the time is commoditized, and expensive watches are just a status symbol it's all you've got.

[1] - https://marketingscience.info/news-and-insights/differentiat...