When we dismiss a watch as a “fashion watch”, we’re making two criticisms at once. First, that the watch is designed to look good for a brief moment in time, in keeping with a trend, after which point it will no longer be needed. Second, because of the fleeting nature of the watch’s looks, it doesn’t have to be made well, so it must inherently be a cheap, disposable object.

The variety of scents on offer leads to a paradox that you find in every enthusiast hobby: on one hand people can’t stop wanting to try what’s new, but on the other hand they are happy to spend large amounts of energy online debating what their choices would be if they had to limit themselves.