Watches for me have all been a "love" at first sight type thing. I either want it or would not wear it if someone gifted it to me.
And on that note I have never seen a Rolex that I "loved". Could not tell you why exactly its just an instant experience feeling that one gives me and I know I want it.
An example of a first sight love that nearly gave me a stroke when I saw its price is the Ulysses Nardin Marine Mega Yacht. I knew nothing of the brand up until that sighting. I saw that watch in something I was reading and showed my wife and said something along the lines of "I think ill be on the look out for one of these."
Welp I happen to visit an AD while I was cruising with her in the Islands and that was the end of that dream.