Think the point is people want things to be functional and good looking at the same time and are sick of the endless false either/or game compromises we consistently have to make, and that so many people sadly still buy into.
Companies can make amazing high end tech, and that is where the future is.
The greatest advantage here is for men. There is less guilt around having a good looking bit of tech on the wrist than there is when buying a premium timepiece. Even bankers are starting to baulk at the thought of an expensive status symbol like a Rolex on their wrist. It's plainly a status play, whereas a SS Apple Watch is good looking but functional. Bit pricey, but nothing anyone with a national average paid job couldn't afford. Not quite the case with a Patek or whatever.