SJ man, a LB in BC, Canada (where it's best) is $2400 for AAA. You americans have it rough.
as for the watch... i'm something of a watch lover myself. I prefer TAG over rolex though. Although recently i've been all over these Invicta Skelleton diving watches. they retail for about 2k, but you can scoop them up for 1.
most recently, i picked up a few Nooka watches which are super slick too, although not in the same ballpark as Rolex, TAG or Invicta -- get tons of comments on them. Every waitress or person who catches a glimpse pretty much has a comment or a question. The white one especially.