I have a fair number of chunky divers and sports watches.
They're pretty robust, will take everyday knocks and ideal for my current lifestyle.
I think that's one of the reasons that sports watches are so popular, but I take your point regarding the need for big and shiny etc.
Unfortunately, many feel the need to flaunt their wealth and big and shiny is the obvious way to go, be it with the watch they wear or the car they drive. Subtle, elegant and understated aren't concepts that many people understand.
I see a time in the future when I will probably rotate into some more elegant understated pieces as I get older and my lifestyle changes and a Tank or Reverso would be high on my list.