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It was always eye candy. Especially once they started using white gold for the markers (like on that model). But from the beginning they were very much luxury products marketed at people using the glamour of aviation, etc.
It's just that people also needed a good watch, unlike now, so they were also very good, reliable, functional watches.
This is the watch that I tried on:
https://www.watchfinder.co.uk/Rolex/GMT%20II/16710/8039/item/202905?v=2