In a logo, I was looking for something that would stay in the memory for a long time and at the same time convey the philosophy of the company. A logo isn't just a picture, it's part of your brand! I recently came across https://www.atchuup.com/how-to-use-typography-in-logo-design/ and it talks about how to choose a logo and name that fits your business. It really helps you avoid the typical rookie mistakes. 

This article is a fantastic resource for entrepreneurs at all stages. I didn’t think I’d find it so useful, but it really opened my eyes to the value of a strong logo. I’d recommend it to anyone working on their brand.

The Internet and auction aggregators specifically have made watches and information accessible to anyone and this is mostly a good thing. To be link clear there are also still deals to be but it just gets harder every day and they don't usually say "Patek" or "Rolex" on the dial. link But there's still expertise and an art to inspecting and evaluating these watches and it often needs to be done in person. It's important to know what you link don't know. link