Controversy over the luxury wristwatches of deputy Prime Minister Prawit Wongsuwon is discouraging other cabinet members and military top brass from displaying the trappings of their elite lifestyle, not to mention its alleged link with moves to keep Gen Prawit out of a military-engineered government.
Many ministers have reportedly become more careful about their watch choices, especially for visits to Government House, the place where Gen Prawit's Richard Mille, worth about 3 million baht, and an expensive diamond ring first caught the public eye when he raised his right hand to shield his face from the sun during a group photo session of newly sworn-in cabinet ministers on Dec 4.
Ministers know they too are being monitored by the media and may eventually become targets of criticism across social media if their valuables draw the same controversy over whether they were declared to the National Anti-Corruption Commission (NACC).
Mana Nimitmongkol, secretary-general of the Anti-Corruption Organisation of Thailand, said Gen Prawit's case will be an important example of whether Thailand's fight against corruption is working.
"More importantly, this reflects the people's willingness to examine those in power, fearlessly. It is clear the role of civic examination is more effective than that of government agencies," he said.
Gen Prawit is among the first in office to experience this shift towards public scrutiny. Since the scandal, he has been spotted wearing what reporters describe as an "ordinary military-style watch". Although initially the diamond ring was replaced by a gold ring, now he wears nothing on his fingers.
Prime Minister Prayut Chan-o-cha has also made a point of vocal self-preservation. Last Tuesday he showed his Seiko wristwatch, valued at 250,000 baht, to the media, insisting he had already declared it to the NACC.
High-ranking figures are increasingly aware their watches are under watch and this has extended to the military top brass who are keen to maintain a low profile with lower-priced timepieces.
Everyday conversation among the elite now includes such questions as "what brand do you wear?" and "how much?"
"From now on, nobody dares wear luxury watches," one military officer said.
"The watches are better kept at home."
Gen Prayut said he understands the media wants clarifications from Gen Prawit over his assets, but would prefer they remain patient and not make it a big issue.
Yet, weeks after Gen Prawit's wrist was exposed to the public, reports have emerged that he has another eight pricey watches, according to a Facebook page named CSI LA.
They include another 4-million-baht Richard Mille, a Patek Philippe 5960/1A worth over 1.5 million baht and what seemed to be a Rolex Cosmograph Daytona Ice Blue Dial Platinum, which carries a value between 1.9-2.4 million baht.
It remains unclear whether Gen Prawit has declared all these valuable assets.
As part of four previous asset declarations required after his appointment to cabinet posts under Abhisit Vejjajiva and Prayut Chan-o-cha between 2008 and 2014, Gen Prawit did not inform the NACC of any personal items worth more than 200,000 baht.
However, Gen Prayut says these attacks on his trusted ally have an ulterior motive.
"Somebody wants to cut him off and isolate me ... but if I have nobody [to help me], I'll get fiercer and use more power," Gen Prayut said of his suspicions about the scandal.
This was believed to be a threat directed towards his political rivals, as without Gen Prawit a military-engineered government would be weakened, said an observer who asked not to be named.
However, it is said that no matter whether Gen Prawit, who has known Gen Prayut for 40 years, is in the cabinet, he will continue to be a key influence behind the scenes, helping pave the way for Gen Prayut to continue as prime minister after the 2018 general election, as now allowed by the 2017 charter.
Thai politics are certainly heading in that direction, analysts believe, though both Gen Prayut and Gen Prawit have denied any move to form a military party to run in the elections.