. >> reporter: and brooke shields. >> for a lot of people, watches are watches. important pieces of jewelry. >> reporter: as an income flex, their watches can cost hundreds of thousands of dollars apiece. but there is a variety of prices and styles, and undeniably, an element of cosplay throughout. astronaut watches, pilot watches, dive watches, car racing watches. whatever makes you tick. and it's really just a way for people to say hey, this is maybe not who i am, but it's who i could be. and in my mind, maybe i am this person when have i this watch on. >> good evening, atlanta! >> reporter: rock star john mayer stands front and center as celebrity watch collector. >> anything with shale product stuff. >> reporter: and an early hodinkee investor. >> it looks like a bunch of watches on the table and every single watch is connected to a person who can't wait to get it. >> reporter: starting as a kid, mayer spent all hours intrigued by the wizardry of watches. >> i was always into it. i think when you're a kid and you don't own much, the fact you can put something