Have you ever bought a watch that wasn't even on your radar and only after months have passed realize that it has changed your watch buying criteria completely?
I bought a Sub-C ND a few months ago after walking into an AD and casually browsing the selection. I didn't have any intention of buying but I was so impressed with the watch that I ended up taking one home a couple weeks later.
I was pleased, but I never considered it the ultimate watch- Partly because the marketing irks me and partly because the design is as common as herpes. However, recently I seem to have lost interest in many other watches that previously would have been must haves, mostly because when I ask myself whether I'd prefer wearing it instead of the Sub, the answer is no.
1) Because the sub is extremely comfortable thanks to a good case design and an awesome bracelet. It seems like such a simple thing to get right, but few watches 40mm and up do. If a watch isn't comparable in comfort to the sub I'm not interested.
2) It's built like a tank and I don't have to worry about getting it serviced. Yes, the service is expensive, but even in my Podunk town I have choices. For a watch I'm wearing every day these are great qualities. Many brands I really like require trusting US mail or international mail to get it serviced. That's a big pain. Extra big pain if the watch isn't robust.
3) The quality is exceptional. Bargain? Heck no but I believe it offers value comparable to other watches in the same price range and better than many.