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It’s a bit of an indulgence but he has the money.
Then tell him to enjoy it and just buy what he likes.
I'd be less inclined to get a Cellini as an investment. If he wants what Americans would call a dress watch, then go for a brand that's renowned for them. Freddo's VC suggestion is good, although I'd go second hand as for some reason of the big 3 they have awful depreciation.
What about JLC, or the more traditional looking Audemars Piguet? I think his budget would also put him in the lower end of A. Lange & Söhne... which would be pretty special and would follow the rule, buy the best you can afford.
Edit: actually 2nd hand he's firmly in the non-complication Lange range.
hugo7
He’s not really into the sporty dive watch types.
He likes the look of this
http://www.watchfinder.co.uk/Rolex/Cellini/50519/28955/item/103583
I totally get that they’re not a good investment and he does too. It’s a bit of an indulgence but he has the money. ISA’s all filled up and other real investments on the go.