I'd have to start with Rolex Sub. (That's like butter or flour if you're making a cake.)
No. 2 AP RO (even if I did sell my 15002, I can not deny its place.)
No 3 Patek Calatravas from the 50's.
No 4 (having to think harder now...) Omega Seamasters from the 1950's
No. 5 Speedmaster
No. 6 Panerai, Panerai , Panerai--though I have never owned one as they do not speak to me--who can deny that they changed everything in the last 10 years?
no.7 Lange 1 Though, ultimately I find this watch too cold in any metal--Lange 1 put the Swiss on notice--finishing is in the hands of a new master--so is design.)
no 8 Heuer Carrera continues to be imitated endlessly and replicated.... and my personal favorite in my collection these days... of my few vintage pieces. (I am wearing the Heuer 2447 at the furthest right in that ad you featured... cool....!)
No. 9 JLC Memovox (one day I will get a rare dial... the right one has not come along yet for me.)
no. 10 Cartier tank. Never of interest to me, but who can deny the magnitude of its design influence? What an icon.
Hmm... I feel like I'm missing several more important designs... maybe we'll do a 10-15 at some point.