So the moral of the story is that the Swiss are good at marketing while the Japanese (Seiko, Citizen) are lousy at it - at least in the area of watches. Japanese history and culture is such that using nature's materials and exceptional attention to details are their hall mark and Seiko is no exception. To me, a similarly priced GS will kick the Swiss' competitors' butts in terms of finishing and attention to details - not to mention in accuracy.
Brand perception is very personal and dependent on your budget. Some people think that Rolex is the best thing in life while others think Rolex is just over priced and overhyped but one thing for sure, Rolex is very good at marketing. The best of the best brands for most products are usually obscure names known to far less people. How many people heard of Greubel Forsey, Richard Mille, H. Moser and Cie, Vianney Halter, etc?
Similarly, many people think that Bose, Pioneer and Sony are the top brands in hifi but how many are aware of Krell, Bryston, Naim, Quad, Sonus Faber?