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I'm not convinced. For the vast majority of people luxury watch = Rolex. Doesn't really even matter which.
There's a tiny subset such as those in Instagram comments but their presence is probably hugely magnified by social media. For instance, I don't do instagram or twitter so haven't really seen anything like that.
Probably the only people who think this are the very tiny number of people who have a huge interest in the area, and half will have the opposite viewpoint that they're just buying the "success".