I frankly couldn't care less for myself, but I can *very* easily imagine that some customers on a 62-year Nautilus wait list, who have to settle on a Calatrava, might not be so pleased to see the random salesguy wear a SS Nautilus...;-)) Actually, the Rolex in the above picture looks like a SS sports model, so while our Patek 5212A customer won't be bothered in the least, some Rolex, two-tone client who comes next to the shop might take it differently...who knows ;-)
I guess this is simply an instance of the usual, unwritten "rule" in place at many jobs (fortunately not mine!), where you have to be mindful of what you wear (or drive) not to rub people the wrong way...
Cheers.