Very good post. I totally agree that the watch is what is important, not the name. Personally I'm usually "slow" in deciding when I'm in the process of bying a watch - it's never on impulse. I look - think - feel - and look again - and again - before deciding. I want to feel that the watch sings to me so that I will want to wear it even after several years. And then the ownership is pure pleasure - whatever name is on the dial.