A mass-market brand selling a watch at 35,000 dollars looks like a contradiction. It can be one of the most intelligent moves in brand strategy.
What a halo product does
It is not there to sell in volume. It repositions the entire brand upward. A single very expensive product changes what consumers believe the name is capable of, and that perception then attaches to everything else the brand sells at ordinary prices.
The intellectual property that makes it work
This only functions if the brand controls the sign completely. That means the mark is registered in the classes covering the premium product as well as the core business, that the distinctive design elements are protected as industrial designs, and that counterfeits are removed quickly, because a fake at a fraction of the price destroys precisely the perception the exercise is meant to create.
The version of this you can actually use
You do not need a 35,000-dollar product. You need one offering positioned clearly above the rest, and you need the name and the design of that offering protected before you launch it. Filing the premium line in its own classes is cheap. Launching it and discovering someone else holds the mark in that class is not.