Over at Worn & Wound, their resident curmudgeon gives you some food for thought in an interesting read.
The article (here) digs into the reason why some of the big name brands will hit you for four figures (or more), whereas some of the smaller brands that are covered (say, Christopher Ward, Benarus, or Magrette) will come in at a fraction of the costs, offering many of the same features and functions.
That’s not to say there’s not a place for higher-end watches (perhaps that grail you’ve had your eye on). I think the point of the article is more to point out you really can get a lot of bang for your buck from online retailers.