Key Driver of Desirability - Rarity or Aesthetics?

[Uggi]

Is it just a coincidence that the hard-to-obtain watches are the ones people crave the most - Pepsi, Hulk, Daytona, SD, BLNR etc? Or is it their very desirability which creates the scarcity?

If the above watches were suddenly in every AD window would people crave them just as much because it is their aesthetic beauty which makes them desirable or do you think the "need" to have them would reduce?

I bought my Hulk for the looks, without really knowing or understanding anything about the watch or its rarity. It was definitely bought in blissful ignorance. I'd buy a Pepsi tomorrow even if every human on the planet was wearing one and they could be bought in the local supermarket - purely for the aesthetics. But a small internal Smeagol part of me is now starting to want some of the other watches on that list (which I don't find irresistibly beautiful at all) just because I know they are like hard to find treasure.

I personally find the Daytonas aesthetically fairly ugly to look at and the functionality is redundant - do you think the craving for these watches is mainly down to the fact people can't have them?