1. Yes I have my preferences. I'm okay with that.
2. Preferences aren't prejudices. One can know one's likes and dislikes without 'hating' on things outside of one's tastes. I don't have to set up binary black-and-white contrasts to emphasise what I like, and I don't have to diminish what other people's preferences are to elevate my own.
3. So long as we remain open-minded it's possible to be *very* pleasantly surprised by things like watches, regardless of the name on the tin.
4. That said, branding is insidious and worms its way into our mind, heart and gut, influencing how we perceive. It's propaganda. I work quite hard to expunge it to enlarge the space I have to make choices more authentically my own.
5. The upshot of the above is that one can like a particular watch without caring too much for the brand, or dislike the approach of executive management while still liking their products.
Ultimately we live in a world where products and services are being constantly foisted on us. Unless we have robust defence mechanisms, we can get lost quite quickly. So if anything I can get quite prickly (or bored) by company attempts to seduce the buying public.