To a certain degree, comparative rarity.
To a greater degree, desirability to those with this sort of money to spend.
Comex are an attractive brand. Domino Pizza, not so much.
I'd imagine an Explorer II branded by Rolex for Red Adair Service and Marine Co and numbered issued to his firefighter staff would also have been worth 25 times the price of a standard watch to collectors.
No such watch, though.
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