I think what makes it complicated is perhaps people like me. I like nice watches, and will pay for a nice one if I want it. I do however quite like the idea of it having useful functions that could be used for flying related things. Whether this is simply a chronograph or something with more than one time zone it doesn't really matter. I do know that I will rarely ever use a lot of the 'features' on so called 'pilot' watches, but I find it interesting to have something that could be relevant.
As such, sometimes when I am looking for a new watch I look at what it could give me in that sense, 'which one of these COULD be a useful tool at work'. The only functions I have ever actually used relating to work are countdown timers, alarms and a second timezsone.