If you were starting a brand, what name would you choose?
You should specify: Tool watch vs. Dress watch. What's good for one doesn't always work well for the other. Example: TAWATEC, TRASER, LUMINOX, etc.
While it makes sense in some cases to use your own name - an many companies do - it can also seriously backfire if it doesn't have the right ring to it.
"Nationalities" seem to be a factor: Smith? Jones? I don't think so.
French? Even worse: tainted forever by crappy Chinese shroom brands. Duboule, Rousseau, etc. Ugh.
German? Well, some Chinese brands have started to pee on those too.
It seems that somehow, Italian names have not yet been made foul by said shrooms. Matter of time I suppose.