I don't know, maybe if I got bored with a collection of Porsches and exotic cars and I just had to spend $115k... I still would not buy this theft magnet.
I wonder if the Edition watch sells decently if Apple would consider something similar to this. But instead of all the damn diamonds around it, take the next step with the watch face and use diamond as the cover. As Jony said, it's the hardest transparent material. It would be expensive as hell, but apparently some people like that stuff.