Very informative article and very correct.
ETA or ETA-based movements are the movement of choice of many swiss brands and this is basically the reason why I hv my own personal limit on how much I would pay for a watch. Above a certain level of pricing, IMO you are paying a hefty premium for the brand and the so called social status that comes with wearing that brand,,,notwithstanding the fact that the engine could be the same. And branding is something the Swiss is very good at. Why else are swiss chocolates famous when the country does not even grow cocoa?An old and wise WIS friend asked me this question-" if you knew a Proton and a Merc/BMW having the same engine...would you pay such a premium for the Merc/BMW?"
I suppose as in any item, a watch is very personal and one's choice is driven by many factors which differ from person to person.As for me, I buy watches because I appreciate horology. I also buy what appeals to me for personal wear and not for investment purposes. Mayb thats why IMHO some of the brands are overpriced.
But as I said this is my personal opinion. No offence meant or intended.