As far as I can tell, they sell flying stunt teams.
I believe a few of the James Bond movies meet those criteria /j.
You must be new to watches, all luxury watches sell a story along with the watch. Look at the webpage for the Omega Speedmaster. They will beat it over your head that the Speedmaster was worn by astronauts on the moon. Look at the webpage for the Rolex Submariner. They will describe, in great detail, how effective the watch is at deep sea diving, despite the fact that almost no one that buys one will even wear it in the shower.
At this level, they're just selling the experience and the type of person that wears them. As opposed to the item itself.