Rolex. As well as making very cool watches, Rolex brilliant weaved their watches into the story of the 20th century (as did Omega). As worn by Jacques Cousteau, the Dalai Lama & James Bond! The other thing that's admirable from a branding perspective is this; if you ask most people what the best watches in the world are, they'll probably say Rolex. There are actually many finer watches, but Rolex own the number 1 slot for luxury watches in the minds of most consumers. Positioning genius.