What mater's most when purchasing a watch???

E. None of the above. The sum of parts vs. what I am paying.

B. with the caveat that it also has to be well made. 

I picked D, because it was closest to what I find important, and that is overall build quality. Case/dial/movement fit and finish. 

I’m with the previous response of E. None of the above.  Every watch is a balance of all of the options, in addition to how the prospective watch will fit into the collection parameters.

I won't buy anything that I don't find  aesthetically pleasing, however I also consider factors such as the level of finishing, quality of construction, size, comfort etc.  I also take potential resale value into consideration, however that is primarily to determine a ceiling on what I'd be willing to spend on the piece. If I know that a $10K watch is only going to be worth $2K on the secondary market, I'd either have to absolutely be head over heels in love with the watch, or be able to obtain a sufficient discount to justify the purchase. I'm not as concerned with value retention on lower cost pieces, since I don't have any real expectation for them to hold value, but as price increases it becomes more of an issue. I've been collecting for 4 years and have never sold any watches, and have no plans for doing so. My concern with value retention is more so for my heirs, but I also like knowing that I can turn my collection into cash should the need ever arise.  Brand recognition definitely comes into play, even though I don't like admitting that. 

Size matters, but obviously quartz is better too.

Mostly B and how much I like it. The brand is important to an extent due to reliability, service etc.

This is an excellent question. For those who answered 'how it looks', my immediate reaction is well... there are homage watches and plenty of imitators. What about tge fact that certain looks are very distinctive (Panerai with the crown protector)...how much of that overlaps with brand?

 As one of the earlier posters said, it's the sum of those factors versus cost. I've thought about the question for a long time now and think there's something on the way to tackle this seemingly subjective question that is actually rooted in data (at least on a community level).

My criteria: Versatile, Adaptable, Comfortable Profile (for my 6.25-inch wrist), Robust Build, Beautiful Design Elements, Price, and X-Factor.     

I have to agree. I think about movement, looks, brand, and even resale value, although to a much lesser degree than the other three, when I am considering a watch to add to my collection. More of a holistic approach with respect to these four answers I would say.

If the question were rephrased to which is least important, I could select one answer; resale value. That is not an important consideration for me, I am a collector. I may sell watches out of my collection, but I am not thinking about that when I buy them. 😃

The question, as I understand it, is what matters MOST.  NOT what is the only thing that matters.

It all starts with how it looks.  If I don't like how it looks, I won't even consider it.

Obviously, after that, there are other considerations...but if one doesn't like how it looks, why would they even consider buying it?

Dials is what grab my attention first but will never be the sole criteria by itself.  Overall build quality, finishing and movement are clear criteria that cannot be ignored.  Brand recognition also being factored in for sure but resale value not so much (in my case).  You'll see that based on my SOTC, I very much respect the above when I get myself a new watch.  That explains why Omega, Zenith and Grand Seiko are my top 3 brands and also why I own Rolexes and Montblanc watches as well...

Absolutely. Resale is a factor if I know I can buy a watch for $X today, but I know I can also buy it for 1/2 of $X if I look around. IE, many brands simply have horrible value retention. I am not going to pay full at an AD if I can grab it for a portion of the price grey and perhaps used. While I do not plan on selling, I do not like over spending. 

F. All that and more, with extra joy if the brand is not usually seen there. Dugong got ego too, y'know? 😛

E. None of the above. The most important factor for me is how it makes me feel when I look or wear it.

Well assuming it's within budget:

1. Comfort. (Has actual lugs, flat back side, within size range, weight, etc.)
2. Features I need. 
3. Everything else. (Materials, finishing, style, etc.)

Certainly not A or D. 

or C

or B

I think almost all the comments are either all or none. But you're missing the basis the question.  What is most important? If I don't like the look, I'm not looking anymore. After that quality, brand, price is looked at. Anesthetics always comes first for me. Or else why buy it? I'll never wear it.

B. Looks.