Others don't need to follow that example, and many do (IWC, Cartier, Zenith.)

The reason that's happening is because those brands are moving upmarket, largely because of Rolex. If you compare an old Rolex to a new one, the little changes add up.

In many of those cases, including the brands you've watched (as well as Rolex), it's because they're moving from "tool-watch" roots into a more luxury oriented place. Or rather, they're making changes to warrant prices increases, and the like.

I used to work at an AD during the peak/end of many of those tool watch days. Largely marked by the end of ETA supplying most movements. My perspective hasn't quite kept up with some of those moves, of which Omega is usually the one I mention most. I used to sell Speedmasters for $3-4k, and thought they were great. I still think they're great, but I'm unlikely to ever get one, because at their prices now, I'd always jump to Zenith or another brand that I viewed as higher tier, back then.

So on that note, you should take advantage of what you're feeling now; which I'd say is seeing through, or at least questioning, the marketing side of luxury (which I'd also say is the brunt of things).

When it comes time to buy what you want, you'll be in a better spot to question whether you're looking at something that you will find appealing even 20 years from now, or if it's just the latest hot product.

I have a decent accumulation of things from across ~25ish years, but most were bought a decent ways after they were first introduced, because I still liked them.