...alternate asset classes beyond the normal investment vehicles. We still have crisis level rates after a full decade of recovery and beyond. Money has no other place to go - Negative interest rates for keeping money in bank has these consequences.Cash simply has no value so why not buy something which has some utility and store of value with a solid chance of appreciation. The watch brands wud rather under supply and maintain pricing power than to destroy the brand equity they have created. There whole business model will crumble if prices don't sustain hence the squeeze.