Rolex alone sells 800,000 watches a year. Each and every year. There are many, many, other brands most have never heard of that sell lots of watches. All of them are many thousands of dollars. The people who buy them buy several. Many watches cost over $100,000 dollars.
Several cost over $1,000,000.
There are over 16,000,000 millionaires in the world. A $10,000 watch is chump change.
http://hiconsumption.com/2014/02/the-12-most-expensive-watches-over-1-million/
1. Rolex watches don't get upgraded every year, and possibly becoming a dinosaur in 2 years. So an investment in a luxury Rolex makes sense.
2. Of those 16 million Millionairs, a vast majority of them are usually under 10 million. And of those, they tend to stay Millionaires by not spending money on thing that aren't a necessity. Especially 10k for technology that will be outdated.
I think for the two reasons stated above the sales numbers for the Edition will be less than you think. Sure there will be knucklehead athletes/lottery winners who really don't understand the value of their new found riches. I bet that the majority of sales will be given as gifts by corporations or sponsors rather than individual sales from a very very small minority.