I've actually found the opposite. Non-watch people are often shocked at what a "nice" watch costs.Non watch people tend to think you have to spend thousands of pounds/dollars to get a good watch, otherwise it's just crap. $400 can buy you a very good timepiece, especially if you go used and buy a micro brand
I have a large extended family. Whenever a relative has asked about the prices of my watches, which they understand are "nice", they often seem shocked when I say prices have ranged from $400 to almost $800. They think that's a lot of money, and much more than they'd ever spend on a watch.
To help give them some context, I ask them what they think a REALLY nice watch, like a Rolex would cost. Invariably, they say $1,000. I chuckle and tell them they couldn't touch one of Rolex's "entry-level" steel sport models, like the SubC, for less than $10k, if they could find one new at an AD, and they'd likely pay more for one on the secondary market. That REALLY shocks them.
The people who think a nice watch must cost thousands aren't non-watch people, they're semi-watch people. They're the ones who know just barely enough to be dangerous, and end up over-paying for a brand name, because they conflate well-known brands with quality.