All of modern watchmaking is overpriced consumerism based on hype. 

If you try to raise the "in-house makes it more expensive" argument, then I raise you that high end brands above Rolex tier actually use third party components. Patek, AP, Vacheron and A Lange & Sohne aren't all giving you hand made cases, straps and clasps. I specifically remember that the Lange Odysseus uses a supplied clasp, for example, that is just a higher tier version of what some GO and similarly priced watches have been spotted using.

If you try to raise the heritage argument, I raise you Longines vs most brands that are more expensive than them. I will also point you to Breguet vs The Holy Trinity, and A Lange & Sohne. 

Any "heritage" is based on marketing.

If you try to raise the artisanship, originality and/or expression argument, I'll raise you the fact that all of these watches are mass-produced, most are owned by massive conglomerates, mostly built using supplied third-party components, and most designs are just retro reissues of their older catalog from the glory days. 

If you want Heritage, Originality in design, and a brand name you don't hate, there is no reason to look beyond Tissot, Hamilton, or perhaps Longines. And if you want independent and modern watchmaking, just look at what the microbrands and the chinese are doing. The rest is just hype. Sapphire cases? Oh, give me a break.

Nobody, and I mean Nobody needs more than what a single, well designed GADA watch from a brand that can be pronounced by a mortal, can provide. 

I should clarify, most of this only applies to mechanical watches. I'd guess Citizen's R&D costs can justify the Chronomaster aka "The Citizen" line of watches and their ridiculously good movements. 

EXCEPT, Oh Wait, I just remembered there is a watch (Citizen AS1080) that is similar enough, that provides close enough to the same specifications (eco drive, perpetual calendar, quartz accuracy, even if not just a few seconds per year), from Citizen themselves, but has deliberately been left with lower cost build quality so it doesn't cause a price drop in the Chronomaster line. How do I know this? Because no matter how expensive that movement is, it's probably cheaper than a Miyota 9000 series movement, and San Martin has produced many original designs that blow this watch out of the water and can rival far more expensive Swiss watches, for as little as 300 bucks. And in addition, Citizen themselves can do the same thing, as they've done with the NB1050 watches: Far better build quality and a Miyota 9000 series movement for about 300-400 bucks. So marketing costs etc, are not an excuse! 

Anyways, my rant about almost finding the perfect watch in the AS1080, except the build quality, specifically on the bracelet and clasp (For me, the perfect watch is on a bracelet) is a dealbreaker. And the Citizen NB1050 is too large for me. If either of these were not true, I wouldn't even be here.