In one social group I am part of, Garmin just became the new trend. Watches have historically been status symbols even more than they are functional. Someone drops a few hundred/thousand/whatever and then brags about the newest new and how they are on it, then others move over to keep up.

People often buy these kinds of discretionary toys with their hearts and do post-hoc rationalization with their minds. You can't figure it out because your heart hasn't brought you there so your brain isn't wasting time creating justifications.

For what it is worth, sometimes these trends die an early death when people realize there is no substance underneath the justification. At least in the Garmin case, most people I know are happy with the purchase, in that it does deliver on certain needs. Since it matches their expectations, they don't have to suffer any cognitive dissonance between the heart-to-brain justification and their lived experience.