It's the provenance and little else. The bezel was removed for the film, so it's not even "complete".The appeal is its provenance, I guess.
It's not necessarily an iconic watch or integral to the film.
Rolex Daytona's are among the ugliest watches out there, in my opinion, and the prices they fetch make me shake my head. Mind you, the argument could be made that all Rolex's are overpriced.Certainly not enough to break a record. Newman's Daytona was iconic and worn by him when racing. Newman is pretty much the reason for the Daytona's popularity. I don't think the same can be said of Brando and the GMT.