I do know that many of these independents, whether in watch making or other industry, do it for 'love'. Although highly priced, the actual profit less cost is not much after repayment of loans, employees salary etc etc. There is an opportunity cost involved as well, as a talented watch maker could easily find a job working for a 'big' luxury watch brand instead of working on his own. All in all, given the number of watches that was produced in a year, the selling price has to reflect the reality of survival for the firm to carry our her business/interest.
To imply that it is priced as much as the buyer can bear may be correct for some brands and totally off for others, This is where an intimate knowledge about the maker, his visions, his works wins you over, steal your heart and kept you awake at night. I am sure buyers of Roger's watch spoke to him, are impressed with what they see and feel, before forking out the money willingly.
Regards