It's just that the slogan wording really applies to anything we buy that's mechanical and of quality. And we are all susceptible to marketing. There are some of us who flat out deny this, they deny that they cannot be swayed by marketing, and they're wrong. We are all affected by marketing. Marketing done well is about three things; positioning the brand well (position as what is Rolls-Royce level and what is average level), exposing the brand to the right audience (a Rolls-Royce car should be angled towards the art loving and opera loving crowd, not marketed towards a skateboarding crowd - even if this group of skateboarders all would buy one), and simply giving some valuable insight about the brand (the more a client knows about a brand, the more likely they'll buy it - if I know more Vacheron Constantin tidbits and small facts than I know about Patek Philippe then, I'm more likely to buy VC over Patek Philippe even if they're equivalent products). But going back to this slogan, merely, Patek Philippe knew their audience. And the PR company they contracted to design all the advertisements really listened to Patek Philippe when Patek Philippe told them a large portion of their sales were to ethnic Chinese in Hong Kong, Indonesia, Thailand, Singapore, and more in South East Asia, while they still did a large amount of business in the Americas and Europe. The PR company really chose a slogan that resonates extremely well with all cultures and societies. But the same slogan applies to a Vacheron Constantin timepiece, a Lange timepiece, or anything that is high enough quality that's worthy to be handed down to the next generation. We buy things because of what they stand for. We buy a big gigantic jeep car because we think that their capabilities are impressive, even though we won't ever drive it off road. We buy a sports car yet hardly ever drive it very fast (everyone's definition of fast is different) simply because we appreciate the technology behind it. It's not marketing. It's just simply what we like!