For many of the people who can easily afford this kind of thing, the price will likely barely be mentioned. It'll probably go something like:
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Buyer: Cool, the new Apple Watch.
Retailer: Yes, they are available in gold and steel. Would you like to try one on?
Buyer: Sure. (tries them on) Ok, they're both nice, but I think I'll go with the gold one.
Retailer: Great, I'll wrap it up.
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You wouldn't believe the amount of money spent on a single shopping trip on Rodeo Drive. $10K is nothing to some people. It's like a cocktail dress or two.