"Watch What You Want"

Before you read any further, try to determine what message that title is trying to convey. OK here's the background - I picked up an old pen in the office with the words above appearing in black letters against a yellow background with no further information.

Without anything to judge it against, I thought it might mean the following:

1. An admonitory warning like "Be careful what you wish for." I thought maybe this was from a religious organization or some "live lightly" eco-friendly group telling people they want the wrong things or should want less.
   
2. An advertisement for a luxury goods shopping or celebrity channel designed to let people gawk at things they desire but can never afford - a sort of updated "Lifestyles of the Rich and Famous"
3. Intentionally meaningless or provocative post-modern gibberish (like those buttons they sell in underground record stores "US Out of North America!""Support Chocolate Chip Cookies")
4. Something to do with selling watches but that was a harder fit.
   

Context is everything. Actually #2 was the closest- I found another pen where the business address hadn't rubbed off- it was for a local video/DVD rental place (somebody in the office must have a relative taking home pens). Also the phrase had an exclamation mark at the of it which I hadn't seen. So mundane and obvious now- I liked it better with the mystery.