The first question to ask yourself -- what do you want to buy a watch?
Is it simply to tell time? People who don't wear watches will often chime in to tell you that there are many, many ways to tell time these days, and they will be pinpoint accurate sources as well, like your cell phone. And won't need to be reset every half year or so for DST, LOL.
If it's more than that, as a fashion accessory/jewelry, then you have to ask yourself how much do you buy into the intangibles, like heritage, brand history, brand perception, self image, and all the stuff that luxury goods ply their trade on.
If those things are of value, then the next question is how much you're willing to spend to buy something that will satisfy those desires.
Viewed objectively, a luxury brand Swiss watch is very poor value, as an intrinsic timepiece. "
Swiss Made" has a formal definition, and it may be disappointing to some to discover that there is a lot of leeway in what qualifies to bear the mark, and what it implies doesn't necessarily meet what many might expect. China is part of the supply chain for most every product, and fancy watches are no exception.
The truth of the matter is that most watches, even luxury brands, are mass produced goods, and any sense of exclusivity, scarcity, and demand mostly resides in the owners' heads. Rolex cranks out a million watches annually, even with their strategy to artificially limit supply to drive demand and prop up values.
Quality watches, a brand with lots of history, but special, or exclusive? Not really. Nor a member of the "holy trinity" of watchmakers.
Ultimately, it comes down to what you're after, and how much you can spend. There are options at every price point that can satisfy, if the "luxury" part is not the primary factor.