I would say when it comes to the highest level of collecting, provenance is #1. Meaning one of a kind watches, like the Bulova that went to the moon, or a watch owned by a celebrity or world leader. Next, I would say rarity--the harder it is for supply to meet demand. Third, pedigree (history/reputation of the manufacturer). Fourth, aesthetic. If it looks good, it would likely be more desirable than an equally rare but less attractive/popular model. Fifth: trends. Different collectibles all see shifts in what is popular from time to time, and I bet this affects watches too. So to recap:
1. Provenance
2. Rarity
3. Pedigree
4. Aesthetic/popularity
5. Trends
Note I did not include condition or originality. These things in my mind only affect the price of a specific example, not necessarily how "collectible" it is. Maybe a small distinction, but one worth making I think.
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