I mean as a swiss person, your biggest industry (watches) exists almost entirely out of "it looks cool". Rich Militaries buy the F-35 because it's a cool toy, i

I mean as a swiss person, your biggest industry (watches) exists almost entirely out of "it looks cool". Rich Militaries buy the F-35 because it's a cool toy, in the same way a rich businessman buys a Patel Phillipe. Not because he needs to tell time, but because he wants to have something fun to play with and look at when he has free time.