Your pal Wentworth Tradd here, with Ten Reasons why most people actually select the watch that they do and Several Reasons they may give that really do not matter.  You will hear lot of reasons cited, but ask yourself  "Based on what I know about human nature and behavior, aren't THESE the reasons people actually do what they do?"

1) People select a watch because of the way it looks at a glance. Here is a simple test. Buy a new band for your watch, different from the band you have been wearing. Ask people how they like your new watch.  Many people will insist that it is new, even if they see you and your watch often. They notice the band, not the watch itself.
2) People buy a watch to impress others.  This is why there are so many watches that "look just like" other brands. Whether they are buying a knockoff or paying full retail for a watch that costs more than many cars, it is designed to do the same thing- to create the impression that this is a person of wealth and taste. Advertising has worked once again.
3) People buy a watch to augment some notion of self image, sometimes based entirely on fantasy. Think of the racecar and diving models that have never been in any body of water deeper than a bathtub or timed anything at all. How does your watch make your car go faster? Does a "combat model" watch protect its wearer in the battles of everyday life? Like with clogged sinks?
4) People buy a watch as a piece of jewelry. Why else would it matter whether the case is made of gold or steel (or plastic)?  Have you ever noticed the difference in price between a gold watch and its stainless steel model?  How much gold can you buy with that difference? How much gold is actually used in the watch?
5) People buy or receive a watch as a gift, in which case they have no choice at all, except whether or not to accept it.
6) People buy a watch because it is fun to play with- think of watches with display backs, stopwatch features, glow-in-the-dark, elaborate mechanisms, etc. but see below.
7) People buy a watch because it has a brand name they know and enjoy, whether it is a famous watch brand or the name of a designer whose other products they buy. Why else would anyone have a Nautica or Anne Klein watch?
8) People sometimes buy a watch to conform to a trend or fashion- look at the rise of really BIG watches, for example, or the popularity  (and subsequent drop off) of Swatch.
 9) People sometimes buy a watch from convenience. They need to be able to tell time and the one they buy is the first one they get their hands on, or more accurately, get onto their hands.
10) People often will buy a watch based on price. They may buy an inexpensive watch because it tells time cheaply, or they may buy a more expensive one at a bargain price. Some people will buy a notoriously expensive one simply because it is- see #2, #3, and  #5 above.


Did you notice what is missing?

Accuracy.  Some of the most accurate watches available cost less than $10. The ugliest plastic digital watch is among the most accurate in the world.
Useful, Working Features. Many people can't work the features on their watches, just like they can't program their VCRs. Even though they could use their watches to navigate, or to measure production at work, they probably don't. Do you? really?
The Guarantee. Do you know anyone who has actually had his or her watch repaired under warranty?
Investment value. A "like new" watch frequently sells for half its original price or less. Like just about any other consumer goods. the difference in price between a brand new watch in the store and an almost new one you are trying to sell is tremendous. Buying and selling a previously owned watch might make you some money in the long run, but increase in price is more likely to be attributable to fashion or inflation than to any inherent investment worthiness of the watch.
"Quality" By now you may have noticed that quality in many wristwatches is either irrelevant or hard to objectively quantify. Do we mean timekeeping ability, or rust resistance? Are we talking about longevity or durability? Or are we talking about image?

I hope you have found this little guide to be interesting and that your Time has been well spent, however you measure it. Please check out my other guides, some of them on other aspects of wristwatches and some of them on just about anything.  And, if you would, please vote yes on this guide's helpfulness.

Thanks

WT