These aren't marketed for people to use. They're marketed for people to buy as gifts for people who wouldn't be caught dead with it. "Look, honey - you like tools - this is a tool watch!"

I used to golf with a guy who every year got a novelty putter from his wife. She knew he loved golf, but knew nothing about golf herself.

Just so I don't look sexist, men are targeted the same way. "Look honey - it's a basket of lotions or something - the salesgirl said you'd love them. This one smells like apricot or something."