One in five in Germany no longer wears a wristwatch. At the same time, more and more demanding people are choosing the object of their desire - driven by a strong inner longing - like a life partner or the ultimate home. In the age of the smartphone, the men's wristwatch has already been pronounced dead more than once. Again and again she celebrated glittering comebacks. Apple's taking care of them isn't just a marketing gag. Apple Watch also has an unmistakable sense of what people in the digital age need more than ever: Objects that are worth fighting for or waiting for. Bell & Ross watches, which rank in the luxury segment, are clearly among them. Luxury watches mean both style and status. Mostly it is men who indulge themselves - after all, luxury watches are often regarded as the only acceptable form of jewellery.