..intellectual or emotional, Art?
Viceral? (!)
My take on the question: I don't really perceive watches on much of an intellectual level....it's completely on a financial rewards level. (joke)
I'm not sure how to really respond to the OP's question. My enthusiasm for watches manifests itself - on an intellectual level - in pretty irrational ways.
But making an attempt...the watches that appeal to me intellectually...on first thought it would have been highly complicated pieces...then on reflection, a fine execution of the simple 3 hand watch is what appeals...ahhh. Too hard, therefore, excellent question, CL.