Seriously. Past a certain level of wealth, you don't even need to buy brand-named items for most everyday things. You don't buy a suit from an expensive brand. You hire a world-class master tailor to custom make you a suit from scratch. It's fit exactly to your body, made to your exact tastes and specifications. The same thing should be possible with watches. You don't buy an expensive brand, you hire a watch maker to make you an entirely custom piece.