javacat | Spin the ... jewelry?

I was looking at Converse sneakers at Zappo's and got curious about custom colors for sneakers. I clicked this way: http://www.hiphopcapital.com/index.htm I love jewelry, so had to look around. I like a couple of watches alot, the red Geneva bubble watch and the 5-time zone watch.

What's with the emphasis on spinning jewelry? It seems to be a big deal. I'm baffled. Anyone?