A watch with that price is an investment. In a typical 10000 USD watch, you buy the hours someone spent to create the (hand-made) mechanics.
Here: no mechanical parts, bound to wear out, or to be out fashioned. If it's built like some say at 200.000 pieces, then how limited is that watch?
Not saying it won't sell, there are idiots everywhere, but I'm not sure these people will have spent their 10.000 USD wisely.
BTW: for arguments sake, how much gold is in it...