I have a bit of a thing for watches. It's not Hardcore: I own one watch (a Victorinox Swiss Army analog) that I like because it gets the job done, stays fairly accurate and is tough as nails. However, I do find watch advertisements appealing because...they make the watch look really cool. Maybe it's some sort of character weakness, maybe it's just that I really want to be James Bond...but when I see a watch like Breitling's Professional Emergency I start to salivate.

Then again, with all of the people who've gotten themselves lost on mountains lately, having a watch that sends out a broadcast on the aircraft emergency frequency for 48 hours via the included antenna might not be a bad idea for the mountain-walking types - the ones who have $3,500 lying around to spend on a piece of wrist hardware, that is.

Via MSNBC