for me, i would look for brand & model with great history, also, design is a big factor
if i'm looking for a dress watch, the design should be classic, simple & clean dial (no chronograph, no day, no date), smaller & thin case, sapphire crystal & leather strap
if it's for daily use, the design should suit any occasion, with date function (preferable with day), higher water resistance, sapphire crystal & steel bracelet
if it's for leisure time, the design should be sporty/funky, larger case, sapphire crystal & rubber/leather strap