A very good question...

I like "my" watches. In so far as they become mine over time and in an odd way i like the idea of handing them down. My father in law recently showed my son his watch (his best watch not his working watches as he said) and even a young lad is excited at the idea of owning this watch that is now something more than a simple time piece...

Most watches I buy are bought to celebrate an event, but i don't have that many compared to some on here. Some I grow to have a real affection for and I keep. Others do not, for what ever reason, and are slowly moved on though i'm in no rush and hardly a "flipper".

So I like my watches to tell "my story".

Equally, apart from a very few I suppose I find most watch "stories" which are supposed to be intrinsic to the watch to be pure marketing fluff. Not that I'm wholly immune to branding and fluff but some of it is just silly and almost all of it is highly tenuous.