Hodinkee is a good example of a company creating a "perfect storm" of creating the product, marketing the product, generating interest within a committed collecting community and then selling it.
I guess most watch companies do not have a screen of "editorial independence" to hide behind.
When a watch company A tells you "buy our watch!" most people view it with skepticism as advertising; but when a watch blog tells you to buy with (without clearly articulating that there is a financial relationship) and then sells it to you - perhaps the message is more compelling.
It is a complex issue.