The Zulu Time in green is a bit of a grail for me, I really love the looks. The Big Eye is also on my list, but there's a few similar watches that have that look (Breitling AVI, Mathey-Tissot Type XX). I'm not a fan of divers watches, but Legend diver is one I would consider, IF I plan on a new diver.
Aesthetics by far. I won't buy an ugly watch. Functionnality can be to an extend associated with the looks, as I don't like a Day-date complication.
Country of origin. It's a fun thing to talk with another watch guy when talking about the watch, but never the main reason of choice.
Vintage... I'm not rich enough or have enough knowledge in old watches to be interrested in buying a vintage watch. Yes, I do find some old watches design really nice. Maybe it's because I don't look enough the vintage market/I'm too poor, but I feel most "vintage" watches are simply beaten up watches.
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