Grail, in terms of watches, to me isn't necessarily something unattainable, but rather something perfect, or so near it you wouldn't notice any imperfections. Something that suits your/my personal preference and specific tastes to a "T". I used to think like you, that it was something that I can't currently, nor in the foreseeable future, afford. That has changed though, as my desires have simplified. For me the important things are feel, aesthetic appeal, and accuracy (within reason of course). Feel is simply comfort, and I've come to learn that it can be achieved by merely finding the right strap for the watch. The looks of a watch... well, that's easy to please me, just make it a large dive watch, and there's an abundance of those sprouting up everywhere. Finally, the accuracy, which can be had with a simple tinkering by either myself of a jeweler... if I get frustrated and give up.
I don't desire names, that means nothing to me as I'd much rather have something lesser known to the average-Joe than some overpriced and over-marketed top-dog watch. Intimacy is so much better; being able to contact the owner of the company when I need new springbars or have QC issues... rather than some customer service representative that hates their job like the rest of us and just wants to get rid of me so they shine me on and I don't hear back from the, let alone get the watch back, for over two months. Grail has definitely changed for me, and I'm hoping that it stays where it is, because it's really easy to be happy with a purchase right now!
The grail changing is very true. I wish it was fixed but it seems to be a moving target for many of us.