When you buy a watch, you're not only buying the watch, but the whole servicing and ecosystem that comes with it! Beware! You're now a captured customer, and thus, the Brand can subject you to a lot of hoops and servicing costs if they deem to do so. Let's say today you buy a car from brand X. Tomorrow, Brand X may double their servicing costs and you're still stuck with that car! Insurance companies can all of a sudden deem Brand X's cars are unsafe and thus double their insurance rates on that car. And you're stuck with that car! Sure, you can sell the car, but as a new owner, you take on a huge amount of depreciation since the car is still new. Lots of risks!