I have a particular liking for the watch movements developed by Eterna, and sold, in various and modified versions, under the ETA brand to most manufacturers including IWC, Hublot, Omega, Tag Heuer, Raymond Weil, Breitling, Cartier, Longines, Bremont and Christopher Ward. Some of the watches are quite gaudy, or festooned with dials, bezels and buttons, but my own preference is for a simple gold or stainless case.
The ETA brand is now owned by Swatch, and no longer connected to Eterna. The factory that used to make the movements for ETA now makes them under a different name, as the patents have run out, and continues to sell them in vast numbers to smaller Swiss and international watch companies, including Eterna itself, so the wheel has turned full circle.
Part of the mystique of the watch trade lies in convincing customers that the name printed on the dial increases the "worth" of the watch tenfold and more.