Baloney. Snobby baloney. Hmmm. Let's say I live to be 95 and I'm 45 now. That's 50 years left. So a $180 quartz watch that lasts 5 years with a couple battery replacements at $10/each is $2,000 over my lifetime. Or a $200 automatic about the same. Or If I get a $80 quatz watch (which is what I'm wearing now) that's $1,000 over the rest of my life. If it lasts 10 years (which is possible) half again - though in practice I may just grow tired of the watch in 5 years.