And if I wrongly accused Patek, I am sorry (will look it up, though).
I also agree with you in the sense that I cannot imagine getting a watch because of a celebrity. At the same time I guess for many brands the people knowledgeable about watches, or put differently those that buy them because of intrinsic qualities (I.e. Purists), are not the majority customer base and rightly or wrongly watch brands believe that having a celebrity endorsement is absolutely essential.
Maybe this is underestimating the customers, maybe laziness, or possibly also the result of market research and therefore commercially the correct thing to do (even if we dislike it) - I cannot say.
The whole Simpsons idea of the title was anyway tongue in cheek - just an excuse to share a pic of a watch I enjoyed