I'm assuming you're buying for your BF. Is he a watch person? If so what kind of things are in his collection. After that, what is your budget for this gift?
A lot of the legacy fashion houses are not watch makers. They just license out their name for really inexpensive watches that are basically cash grabs. Yes, watches have become luxury goods these days, but they operate mostly independent of the fashion clothing sphere.
I've found that things that break all these theoretical sartorial rules don't really matter if you do it with confidence.