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Apple says that the high-end model of its new smartwatch costs $10,000 because of the 18-karat gold case and the “exquisitely crafted bands and claps.” But the good folks at College Humor have divined the true reason the watch costs so much: so people can show off how filthy rich they are.

In a new send-up of the familiar Apple product unveiling videos, a so-called Tim Cook with a pitiful Southern accent explains what sets the Apple Watch apart from a typical Rolex.

“People will be like, ‘Doesn’t that thing costs $10,000?” he says. “Then they’ll know you have that much money.”

Check out the full mock commercial above, which also features a voiceover by an extra-British version of Jony Ive.

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