When I said "by definition" I meant it -- 1% of approx. 7.2 billion is approx. 72 million. Obviously that varies based on what you use as estimated world population, but the point is still the same. Anyway, you're right, you don't have to be a 1%er to be able to afford this. You just have to have your priorities set in such a way that this is what you'd want to spend your money on. Even working class people here in the US could "afford" this watch, at least as well as they can afford the crazy TVs, cars, and other crap they buy all the time. For that matter, many people with smoking addictions spend far more on cigarettes than what this watch costs.