There’s no crying in watch-buying – unless you are Kevin O’Leary.

The Canadian reality TV star and all-around rich guy is getting roasted for the tears he spilled while purchasing an expensive, one-of-a-kind Swiss watch.

O’Leary, aka Mr. Wonderful, posted multiple videos of the watch, from him modeling it with two different bands, comparing its value to Tom Brady’s rookie card, to simply kissing it and showing it off.

But the one post that stands out is O’Leary admiring the timepiece at a counter across from the salesperson and unabashedly sheds tears over the steel Audemars Piguet Royal Oak with openwork face that was specifically designed for him.

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“Kevin O’Leary gets emotional after receiving his 1 of 1 piece unique AP,” reads the on-screen words with the caption, “A watch that makes grown men weep.”

Audemars Piguet doesn’t advertise the prices of its watches on its website, but retailers are selling similar pieces anywhere from US$100,000 and US$700,000.

“It’s incredible,” O’Leary says with awe in the video, as he wipes tears from his eyes. “I can’t believe I’m holding it — the only one in the world.”

O’Leary said in the extended YouTube version of the purchase that he was looking for a “smoking hot dream” of a watch.

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“I’m getting to a point here where I’ve got so many watches,” O’Leary said.

He added that piece would be the “centrepiece of the fashionista man himself, Mr. Wonderful.”

Some people felt for the Shark Tank and former Dragons’ Den star, saying, “It’s not just a watch. It’s all his hard work, discipline and success.”

Another person added: “Congratulations Kevin, you’re an inspiration.”

But for the most part, O’Leary was dragged on social media for the way he fawned over the watch, especially considering the financial state of the world and how some people are struggling to buy groceries.

“I can’t with this guy,” wrote one person.

Another added: “I’m thinking I could buy a house and a car instead.”

A third person joked, “Those tears could pay my student loans.”