What is with this ad?

An Australian actor who plays an American psychologist on a TV show, posing with a horse. …sorry, what?

I understand the company likes horses – but how does this make people want to buy a watch? You can barely see it!

Which is fine, I guess, since “elegance is an attitude”.

Would that be like a fast food company stating that “hunger is a state of mind”?

Or a cosmetics company saying “beauty is subjective”?

If I were selling watches I’d come up with a relevant catch phrase, like: “Do you know what time it is? No? Time to get a watch!”

Though I could only sell cheap watches. Not everyone can afford elegance.