Apart from mwf members I know, none of my other friends have the remotest interest in watches or horology.
I do notice a certain trait however.
Most people whom I know love watches are generally the mechanically minded, DIY, home fixit types who also love cars, cameras and any other hobby that involves mechanics.
There are always exceptions of course e.g. almost all my photo kakis have no interest in watches too.
The friends I have with no interest in watches are similarly disinterested in the other items mentioned above. They seem to be more earth bound such as golf, property investments, stocks, travel, fine dining.
Correct me if I'm wrong.