It's frowned upon to purchase counterfeit goods.
Steve's old family watch drops down a sewer pipe.
Steve needs a new watch.
Steve buys a moderately priced watch from Walmart, at a nice price limit.
Steve goes to a street in NYC where he knows bootleggers sell counterfeits, and he buys a fake Rolex.
Steve gets a functional, nice watch and even gets some compliments on it.
The news is running a story there on counterfeit goods and Steve gets on the air and gets humiliated.