Maybe ... maybe we could best compare this to the eyeglasses fetishists? The thing that's most important is the item and it's specifics in a very technical way (they never actually describe what the watches look like, it's just brand and make, not even colour for the most part) and the item is something totally innocuous that you can see on anyone in during the course of the day, so it's fetishizing a common thing in such a way as to make it esoteric ...
But then you get the people putting watches on their dicks and all I'm left assuming is this is really just a weird web 2.0 art project of some sort, like Roy Orbinson in clingfilm, because all those posts just being one dude makes a hell of a lot more sense than anything else.