I'm very fond of watches and have a wardrobe of them. What looks most attractive to my eye these days is a rectangular or square face that is fairly thin. Almost a 40s menswear look. There is a lot of rose gold out there, much nicer than in previous years. I think the rose gold bezel is very pretty with a navy or dark green leather band, too. I have a sweet spot in size, 30 to 34mm. Brands I like are Nixon, Rosefield, and Breda, plus the classic Fossil, Tissot, and Skagen. But i already have four Skagens. The Fossil Idealist line is a handsome combo of square and round in the same face.
And I just discovered Shore Projects, which have elegant flat minute and hour hands.
I spend a long time considering the style, and then watch for a sale. I have bought quite few watches on Amazon or EBay at great prices.