I think Apple is tempting fate with the $10k gold watch. Even the wealthiest will frown at having a solid gold watch that stops being update-able, and ultimately becomes a non functioning gold bracelet, as the software updates stop and the hardware becomes outmoded in 3-4 years. A $10K Rolex doesn't do that. And eventually it becomes worth more than the original purchase price, to everyone, not just hardcore fans. There are certain consumer goods that simply don't translate to luxury goods. Ask anyone with a 2007 Vertu phone.