I've found that my enthusiasm for any given watch can be rated on this scale:

1 - this watch caught my eye
2 - I really enjoying thinking about, reading about, looking at photos of and, at a g2g, mauling this watch
3 - I like this watch so much, I want to own it
4 - I like this watch so much, I want to wear it reguarly
5 - I love this watch so much, that I'm bothered when I'm not wearing it

No.2 fills my days with pleasurable entertainment
No.3 is the real danger