Fashion magazines, print ads, and of course spammers all relentlessly hammer guys with the idea that we need a $4,000 watch. Don't believe it. One of us owned a Gucci piece years ago, and when it got bumped into a cinder block wall on the stairs to a Boston club, it was just as crunched and dead as a watch 1/10 its price would have been. One could almost make an exception for the Omega Seamaster 300 M, shown here, as worn by Daniel Craig in the James Bond film Casino Royale. It's extremely cool. But not $2,500 cool.