For me, if buying a time piece ill go for the double combo of both good brand and good movement. After all there are alot of wonderful brands out there with good movements or even movements of their own. Well not alot but they are certainly not rare. I would def save up a budget to get both brand and movement.
Although in the spirit of the original question, given the hard choice of choosing only one it would depends on what is ur purpose of the watch, if I was trying to inpress somebody in a meeting or a date ibwould definitely choose brand. If it was for me to wear for my own pleasure i would choose movement. So having two watches for two diff situation would help, or as above, get the two in one combo. Having said all this design that u like trumps everything
Just two months ago I had to buy watches as gifts for 5 friends (grp budgt) whom never owned nic mechanical watches before. for the two corporate (financial and banking related) working friends I bought popular swiss brands with eta movement for them as brand recognition would be a save assumption in their line of work. The othe two was mechanical engineers, I bought for them more obscure russian and german brands with clear caseback and all hand wound no automatics as I was sure thy would appreciate the beauty of thr clear case and the appreciation of mechanical genius of a mechanical watch in that just a wound spring can tell time of acceptable quality. The last guy was a professor in an australian university so I bought him a funky mechanical hamilton same as the onr worn by will smith inbmen in black (triangle shaped) as I was sure it will be a great conversational starter for his students and it is mechanical which is unique for its shape. Three aspdct of design brand and movement all has its own purpose. I guess the right ans again would situational