I'd say most CEOs aren't watch enthusiasts. Some buy just for the status, some are more deliberate in choosing simple watches (because it isn't their vice), etc.
Same with cars - some have simple cars, some have nice cars. Not all who have nice cars are enthusiasts - some just have money and buy nice cars because they can, some buy to portray their status, and of course there's a small population of enthusiasts who have very choiceful decisions on what car they drive (whether expensive or not).
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