He truly loves Lange (and several higher end Pateks). But he is also proud that they are all in the "rotation" and he wears every one of them. For him (just over 3 year old watch collector!), watches have been the communication tool. Like me, via this hobby, he made lots of good friends. I am against the concept of buying and not-wearing (hoarding) many high-end watches , but in his case, he doesn't hoard anything - always welcome fellow watch lovers, and several of his Lange's are always on display at the boutique in Tokyo or elsewhere.
So, like you said, we shouldn't be embarrassed to buy watches one after another as long as we share the pleasure and happiness here!
Ken