Amusing /əˈmjuːzɪŋ/ Causing laughter or providing entertainment
Watches aren’t meant to be amusing: watches are serious items to be collected, locked away; an investment. They certainly shouldn’t make you smile. Well, not unless you’re able to buy cheap and sell high; this isn’t a hobby, after all, this is a business. Gordon Gekko (for example) had a really cool watch, a Cartier if I remember correctly, and we *all* know about the residuals on those.
Or maybe watches are just status symbols; items of conspicuous wealth; wrist real estate for oligarchs. A secret handshake for the meta-Masons? Perhaps. I’ve always believed that most watches are to be worn, experienced, enjoyed.