I guess for one year, the market will boom...but then slowly, interest will basically just decrease...
in terms of horology, the Nautilus is matched to other similar watches from other high-end brands, it's the sort of game PP plays that their products are beyond the reach, even if you are willing to pay the price, that massively creates the hype...
recently, in discussing the phenomenon with a colleague who is also a psychologist and a watch enthusiast, he recommended me to read John Sabini's Social Psychology, and he just said 'it's all explained there'....well, it's certainly on my list.