My watch & me.

A friend: 'I can't believe you paid what you did for your watch.'

Me: 'The watch itself is maybe worth a tenner. I paid the rest for those 7 letters that spell out the name.'

Friend: 'Was it worth it? I mean, really?'

Me: 'It was worth every penny.'

Friend: 'Some people would say that's shallow.'

Me: 'And they'd be absolutely right.'