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Why settle for boring, look alike watches? Just walked through multibrand duty free store at Zurich airport. The shop is filled with polished metal watches of no particular character. Mass produced, generic and thus useless products .
Nearly all watches are mass produced. Unlike, say, clothes, it makes nearly no sense to produce small runs of watches the way you can with say, clothes, because from my very limited understanding, there is certainly is no inexpensive way to do this without requiring the manufacturer to have both a dedicated factory space for this, and even then, without commanding a premium on those products. The only way that you could do this relatively painlessly is probably in case, dial and hands customization - sort of the pick your own adventure type of process that independents do when they subcontract.
Watches are "generic" because most people who buy watches are not Saudi princes, and if you are going to buy just one watch, or maybe a handful of watches, you probably want it/them to go with most things. This goes for most products. It's a common thing to say that the best stuff goes during sale time. I strongly disagree. By far, the most interesting pieces stay around, at least in clothing, until deep discount, because it takes a special customer to go against the grain.
Useless? To you maybe. But apparently, most watch consumers find some utility in them.
That said, with a few exceptions, I typically greatly prefer vintage watches to modern ones.