Could be in terms of your preference, perceived reputation, quality/value, horological standing/technical prowess.
The brands I am talking about are Jaeger-LeCoultre, Glashuette Original and Chopard (L.U.C. - the Louis-Ulysse Chopard "manufacture").
This is my personal preference - probably, a combination of % of total offerings that I like, and the watches that I REALLY want!
2. Chopard L.U.C.
3. Glashuette Original
What would be yours?