All these beautiful people looking at their watch and showing it to other people. Their new, wizbang, watch. Really? You see, the people who wear Rolex don't have to SHOW other people they are wearing a Rolex. They don't need to go out of their way to draw attention to it. It's a Rolex. Those who know what a Rolex is will notice. Those who don't won't care. But the apple watch commercial wants us to believe that the apple watch is so incredible cool that it is worth bragging about. That, my friend, is pretentious.