On the other hand, if you had taken 10% of that $5000 and spent them on an Apple Watch[0] and put the other 90% into Apple shares, you'd have bought fractionally over 346 shares in 2011 which would have been worth $48,804 in 2021.

[0] keeping the money aside for when the watches were actually released, which wasn't 2011.

The article is about rolexes gaining value over a particular decade. The idea that those 10 years will just happen again (that it's not in a bubble and this is sustainable) is a foolish gamble imo. Basically everyone pushing this is an SEO blog for some watch merchant, keep that in mind as well.