http://uk.businessinsider.com/a-wall-street-guide-to-watches-2015-8?r=US&IR=TAN article from the Business Insider Uk article about watch brands:
1. Hublot
If this isn’t a marketing case study, it should be. Born in 1980 with no provenance, Hublot put the ‘whore’ in horology. The brand spent the better part of three decades in obscurity, until Jean Claude Biver took the reins in 2004.
He brought in a new designer, increased the prices to shift the perception of the brand, and focused almost entirely on product placement and celebrity endorsements. As a result, turnover has grown more than ten-fold over the last decade. In other words, the world is full of idiots and Eurotrash bankers.
2. Rolex
To some extent, wearing a Rolex is like driving a BMW 3-series. It says you've got a little bit of money, but nothing interesting to say. It’s a safe, entry-level choice. My starter watch was a Rolex Just Date. It was stolen when I was mugged leaving a bar 3am in London.
You can’t go wrong with a Submariner, GMT or Sea-Dweller. But, when it comes to Wall Street, the must-have Rolex is the stainless steel Daytona. And since there’s a waiting list, the real status symbol is paying retail for it.
Another Wall Street trick is to pick up a vintage Rolex at Christie’s or Bonhams. Make up a story about how your grandfather won it playing backgammon in Paris in 1952. Now your lineage is savvy and rich.
3. Panerai
Panerai was a mediocre Italian government-contract instrument maker until Rambo came along and made it cool, just as oversized watches were gaining in popularity. It’s an action hero watch for the guys who brag about cheating on their wives.
4. IWC
These are the thinking man’s watches, known for their understated style and renowned craftsmanship. These are for the guys who prefer New Balance over Nike and an Audi A8 over a Mercedes S-Class. This also means I probably rather hang out with my dentist than a guy with an IWC on.
This is the watch for the guy who gets cheated on by his wife.
Then the author concluded:
Not wearing a watch is the new Patek…
Wearing a watch is more about conveying a message than it is about telling time.
More important than figuring out what message you want to send is deciding if you want to be seen sending out that message to begin with.
The power move is to have a few watches stuffed away at home, and then, rarely, if ever, wear one.
As my boss once said when a subordinate was showing off a new Rolex Yachtmaster, “I have one of those. I keep it on my yacht.”
Or as Mark Cuban said, “When you control time, you don’t need to know what time it is.”
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