Taking a trip to Europe for my 40th - what brand of watch should I get?

I think you will find watches are more expensive in the EU for an identical piece here.  This is probably because of the VAT.  If possible try the duty free in the airport.  Lufthansa used to sell NOMOS on the plane duty free, but the last trip I made they were not offering them.

That's good to know.  Thanks John! 

EURO-to-USD exchange rate is virtually 1:1 right now so your dollar will go farther than it has in 20yrs when buying in Europe. I also believe you can request a VAT refund once you leave the EU. Buying Cartier in Paris sounds like a dream!

I like where your head is at. I would visit some local shops and where you can find something that connects with you and the trip.  As Rolexahoma said, you can get a VAT refund.  

when in Paris, I visited the show room of Serica. I am a big fan of what they do. Though I am not sure if they have stock ready to sell since they are primarily online, and I think visits are by appointment only. 

Also, the GS boutique in Paris (next to Ritz Paris) is their European flagship store with tasteful Japanese decor, worth a visit even if just to browse. The staff is delightfu.

This is a brand I'm not familiar with - will definitely check them out! 

Get a Lip or Yema in France? A Sinn or some other awesome German watches in Germany?

Depending on your budget I would also look at GO and A.Lange 

Really depends on your budget and the style of watch you want.

Super high end you have A. Lange & Sohne (German), Lang & Heyne (German), and Moritz Grossman (German)

Next level down you have: Cartier (French), Glashutte Original (German), and Wempe (German) 

In the moderate price range you have a number of choices: Alexander Shorokhoff (German), Bell & Ross (French), Hanhart (German), Junghans (German), MeisterSinger (German), Muhle Glashutte (German), Nomos (German), Sinn (German), and Tutima (German)

And in the budget friendly you have Baltic (French), Damasko (German), Dugena (German), Laco (German), Le Forban (French), LIP (French), Steinhart (German), Serica (French), Stowa (German), Wolbrook/Douglas (French), and Yema (French)

Are you looking for a dress watch, a dive watch, a racing chronograph, a pilot watch or pilot chronograph, a field watch, etc.

Are you looking for retro vintage style, bauhaus, or a more modern look 

Damasko, Hanhart, Laco, Sinn, Stowa, and Tutima are known for their tool watches - classic German designed field watches, dive watches, and pilot watches

Retro vintage style would be Baltic, Le Forban, Wolbrook/Douglas (French), and Yema

Dress watches and high horology watches would be A. Lange & Sohne, Cartier, Glashutte Original, Lang & Heyne, Moritz Grossman, and Nomos.

Bell & Ross have their own "instrument panel" look that is pretty distinctive

Serica is primarily budget friendly field and dive watches with distinctive designs and bracelets

Steinhart are primarily homages of classic Rolex designs

Junghans is classic German bauhaus design

LIP is all over the place with some really crazy looking watches - typical French

Alexander Shorokhoff is a Russian watchmaker based in Germany who produces amazingly cool and unique designs based often on classic Russian technology often using highly customized Poljot movements.

Here are some examples from my collection in the moderate to budget price range for different German/French brands to give you some ideas:

Not sure how it is with other countries in the EU, but to get the VAT refunded in Germany (19%) you have to declare that this is to be taken back outside the EU at the point of sale. And the shop has to be OK with it, there is no obligation for a shop to support that, as this involves some paperwork [if you purchase a T-shirt for 5 Euros the same principle applies, but...]. And you probably know that already: pretty much everywhere in Europe the ticket price is the price including VAT.

Seiko spb 140th Le xd

Include Glashutte in your itinerary and buy a German watch! Tutima is nice and reasonably priced and go for S Lange and Sohn if price isn’t a limiting factor. 

I've just had a great experience at Grand Seiko in Paris. Well worth a visit, although not sure of the link between France and GS? I'm sure you can find a reason however!! Safe trip

What an exhaustive list - thanks so much! 

Lange is a bit over budget - maybe for my 50th though! 

I know how that goes. Still trying to save up for one myself. Probably never happen but you have to have goals. 😎

Possibly one of the nicest collections I've seen #welldone

Ooo that new Baltic Chrono tho: https://www.hodinkee.com/articles/baltic-wins-the-race-with-this-70s-inspired-limited-edition-chronograph

Yeah go get yourself a good German watch that would be dam really nice.