Why Emotional Design is so important and how apply to my product?

I’ll start with a simple question:

How do we distinguish a Rolex, Omega or Chopard watch by function?

In terms of operation, there is no big difference between a Rolex watch, a Omega and a Chopard watch. The function of the watch it’s to time the passage of the time, and to remain attached to the wrist.
So, why do I choose a Rolex?

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