In 2016, I finally understood the term "value", and seeing how over-inflated the Swiss watches are, I now seek for value instead of marketing gimmicks. Not bothered anymore if in-house or not, it's pure marketing with most "manufacturers" having no proven track record and the price is usually high.
Having said that, I've also learned to pick low price, high value watches or if the price is RM10k and above, however boring it is, go for the iconic watches with long history or a Rolex SS model.
Added in 2016:
Omega Speedmaster Professional Moonwatch (icon)
Rolex Oyster Perpetual 34mm Green Olive (for significant other)
Montblanc Heritage Chronometrie Ultra Slim (great dress watch, value for money compared to JLC)
Oris Bronze Carl Brashear Limited Edition (love the Diver Sixty Five range, even more in bronze case)
Apple Watch 1 Stainless Steel (got it from clearance sale)
Gone in 2016:
Apple Watch 1 Stainless Steel (no emotional feelings towards it)
Sinn U1 (lost the love)
Rolex Explorer II (competing with BLNR so this had to go)
PAM000 (2nd PAM gone after 312, declining value so cut losses)