Because I think the question is worded poorly, let me give my example.
For me it’s the brand name. Not its reputation or history, but just how the name sounds. For example:
Omega - association with ancient greece, and also math and physics. 10/10 would explore space with one
Cartier - sounds french and expensive, is french and expensive; perfect for if I was rich and wanted to feel rich
Baltic - reminds me of the cold Baltic sea, perfect name for a dive watch; probably one of the reasons I love the Aquascaphe so much
Names that end with “ex” - generaly sounds like you’re lazily trying to look cool (Rolex is an exception, I don’t feel strongly about it)
So yeah I know it’s dumb but the brand name is the thing that is always plastered in big letters across the dial, I feel that the name should fit the style of the watch and also myself.
Yes same here. For example Girard Perregaux can be ok. Specially when they just drop a “GP” logo instead of spelling it out. But Vacheron Constantin…man I don’t care if it’s holy trinity or whatever that sounds excessive and silly. Also Ulysse Nardin, great watches but it sounds like a fancy bistro restaurant and not a watch.
Funnily enough I don’t hate Vacheron Constantin as a name, but maybe that’s because they are so out of my price range that it’s not even worth it to consider those things