Hmm, bit of a grey area. Influencers are tools used by the marketing departments of companies (look at how often Teddy Baldassarre "discovers" a fantastic new watch brand that you have never heard of, he was paid a lot of money to promote it on his channel). So on reality, it is the marketing departments and MBAs who are the motivating force. The influencers are there just to get paid, hence why they are never, ever critical of a brand.
Compare Baldassarre to This Watch, That Watch, or Chronoglide.
This is exactly why Rolex pivotted back in the 80s to become an "aspirational brand" that declares your status as having "made it".
Unfortunately, they now seem to be going the way of
Harley Davidson as explained in this video. I can see it in the culture here, a young 20s male / females would rather have a Hublot than a Rolex or even Apple Watch now (those are their parents' watches).
This is very likely why Rolex released the Landdweller, which has an integrated bracelet (something that I think is completely new for them?). If the Tissot PRX is so popular with young people, then Rolex has to jump on the bandwagon to get a slice of the Young Wealthy Buyers pie, but the Genta Integrated Bracelet is coming to the end of the popularity cycle (it is, after all, everywhere now). I wonder if it will last.
Indeed, it would be interesting to see a backlash against the onslaught of disposable everything that is offered to us. For example, I still have a pair of Levis jeans from the late 90s. The thickness of the cloth is incredible. Compare that to what you find in the Levis boutiques and the new stuff is utter shite, made to last a season or two.
But with how society is structured (look at me! give me likes!), any swing away from that will likely only happen if there is some major catastrophic event, such as a severe global recession or another world war.
There are some people out there who point out when something isn't worth it, or is a scam, the YT channel Thunderf00t used to do this (take his channel with a grain of salt. He used to debunk bad products and show a lot of science-based videos. In the past few years, he has posted almost only videos that criticise Elon Musk / SpaceX etc, but let us not enter into that discussion).