Thanks Kokies, it is true that choosing a watch is getting quite difficult contrary what some may think. Being bitten by the watch bug and having constant itch to add to the collection (also juggling between available budget and wife's mood

), it come to a point that I've to decide what are I'm looking for in my collection. From many forums that I've joined and visited, I came to the following conclusion as to what motivate a WIS;
1) Loyalty to certain brand - thus collecting majority releases by that brand.
2) Diversification - based on perhaps design, creativity, movement complications etc.
3) Status - luxury and rate brands.
4) History/Lineage.
I tend to go for history/lineage now - IWC for the B-Uhr lineage; Omega - diver watch (but my grail is actually Speedmaster - the original moonwatch - next on the list of acquisition); Panerai - link to Marina Militare and naval equipment.