According to my wife, I have far too many of both. When you start this hobby you buy the big names because they are all you know. Then you become aware of the independents/micros/modders and you transform into an eight year old wandering through the Pokémon section in the toy store trying to “catch them all.”
Big names attract more attention from non-watch people and make you feel like you made a reasonably good purchase. They are also easier to sell when you get tired of them or realize white, opaline, and parchment are pretty much the same color except under a macro lens and you let FOMO get the better of you.
Independents/micros are really more narrowly tailored to the individual watch lover. Theses are brands typically started and run by true enthusiasts that offer styling and features for the few, instead of the masses. They have a real “for us, by us” feel about them. Micro brand owners post on forums, show up to watch meet ups, and care about how their product performs in the real world.
I’ve met and spoken with Mike France and Peter Ellis of Christopher Ward. When I inquired about a replacement watch band for my Furlan Marri, Andrea Furlan himself answerd my questions and handled my transaction. When I had a question about my new Clemence, Tom Clemence answered it. Who runs Rolex, Grand Seiko, or Omega and is it possible to speak with them directly?
There will always be the guys who only buy Rolex and nothing else; everyone else will eventually evolve into a multi-brand owner, both big and micro brand.