Let's assume you had the disposable income to do so, and not get into "Well, if money were no object" discussions.

What factors would make you most likely to buy?

--Looks
--Name brand
--Company history
--Movement
--Unique features
--Finishing
--Other?

Obviously, it might be a combination of all of them, but what's most important?

For me, it's definitely looks first, then finishing. I'm not big on complications, I don't have anything more complicated than a chronograph or a big date (not counting my Chinese tourbillon!). Third, when I'm looking at high end stuff, would probably be company history, but I wouldn't hesitate to ignore that if I really loved the watch.

What about you?