While I agree that most of these watches are not of practical use, people buy them for the pleasure they get out of such complicated watches. If you have a huge amount of money (over 20 million), you do not need the money. You then use it on things that give you pleasure. For instance, why buy a Ferrari car when it is of little use in driving in the US, with all the limitations in max speed etc. It is for the pleasure of using it once in a while. Some will have the same point that you have about these cars. I saw a house which went on sale in Palo Alto for $30 million. It has 11000 sq ft living area with grounds over 12 acres, who needs such a house. It is the same point as owning such watches, you get the thrill of seeing this watch and enjoy it once in a while (if you choose to).