I don't think this is what they intend at all, as far as I can tell this is speculation based on some legal wording. For watch brands, the main thing is to keep demand ahead of supply and not kill the golden goose. Watches that are famous for increasing in value will keep their children's children in Swiss finishing school for generations to come, boom and bust are to be avoided. The concept of building a relationship before you get to buy what you really want is enough of an innovation. It's not unreasonable either, if agreeing to sell you a particular watch gives the buyer an instant windfall. The question becomes, what will you do for us?
Because there are more of them, among many other things.