My thoughts on some of the brands for which I don’t totally agree:

• JLC: great watches, but getting quite expensive (see below my comment for ALS);
• Cartier: not so sure about innovation unless you’re talking about their high-end pieces; their most successful lines are quite traditional;
• ALS: not that expensive given the quality; for example, a Saxonia Thin goes for 24,500 EUR and the JLC Ultra Thin Small Seconds is 22,200 EUR (see my comment above);
• BVLGARI: not all pieces are overpriced; for example the Octo Roma Chronograph goes for less than 10k which aligned with competition;
• UN: For the Freak alone, it doesn’t deserve to be in the “meh” category, and the Marine range has very interesting pieces;
• RM: because you have a lot of money, and you like to show it.