Like many other things, some watches have started to trade above resale value—typically stainless steel models from Rolex, Patek, and AP.

If this buy bought one of those watches at retail price, he bought something that immediately gained 50%-100% in value.

On the other hand, if he paid market price for one of these watches, it's likely that he bought something with a value that will at least keep pace with inflation. He can wear it for a few years and, as long as it's not beaten up too badly, will probably be able to sell it for at least what he paid.

If you substitute the word "stock" or even "Bitcoin" for "watch" in this story, you'll have a more accurate picture of what is going on.