On Forbes
http://www.forbes.com/sites/jackforster/2012/09/03/the-rolex-problem-a-semi-rational-look-at-the-worlds-most-recognized-watch/

Maybe it helps to understand the soaring prices on vintage Rolexes, and can be extended to the case of Heuer and other brands as well. I, myself, still can't figure out how those medium-level watches are getting so pricey...
Collecting watches used to be fun - a hobby involving hunting for them, doing some research, learning about their history, and sometimes managing to grab some interesting piece. Nowadays, it's more like an auction game for millionaires...

I hope you enjoy the reading.

Cheers,

Guilherme