Patek Philippe

Joepny
1970

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It is the madness of the exhaustive search for exclusivity

On a vintage watch, okay yes, I can accept the argument that the additional retailer branding or state symbol (think of the Khanjar) sets the watch apart even more and so there is a premium for it. You will not find it being made anymore obviously and it is a very, very low number in existence (you don't need more than your own hands to count) on top of the fact that the regular model was not produced in huge quantities. So it is truly exclusive and rare. Think of the steel Nautilus 3700/1A where there were about ~3500 total produced in its lifetime. There was a steel Nautilus 3700 with the Beyer branding that was bonkers recently this past summer because it was thought there were less than 10 of them.
On a modern watch where the production is continuing and the quantities are vast, I agree it is a matter of taste and in 10-20 years, I am not sure collectors will covet them the same way as with vintage pieces. I would guess Patek produces as many 5711/1A watches in one year as it did with the 3700/1A throughout the 1970's & parts of the 1980's. I think if you have an emotional connection to the modern watch with the additional branding like Kari's holiday memories, it is the only way that makes sense.