There are two types of people: the people who know the brand they are buying and will usually be actively interested in watches and watchmaking in general, and the people who buy a watch simply because they think they want a certain type of watch (expensive, bling bling, James Bond's watch, ...).
All of these people buy mroe than "simply a mechanical watch".
I agree with your post when you say that for each brand there exists groups of people who would love the brand and know that brand. To each his/her own reasons for loving a certain brand and I will not judge anyone.
And now I come to a the second group, the ones we can categorize: these people are usually victims of the marketing and/or "branding" techniques of whatever watch manufacturer. Branding is extremely powerful and targetted people fall often victim to it. Branding involves associating products with lifestyles, ways of being, who you believe you are, who you want to be, how you want other people to perceive you, etc... Usually, the brand will focus on its perceived strengths.
For example, the clothes brand "Tommy Hilfiger" does not produce anything. They do not make clothes. They buy clothes from Pepe jeans and others and they "Brand" them. That is how powerful and important branding can be.
Each company has their own target groups on which they focus on. Are Lange lovers more into the technical aspects of the watches? Well, study their advertising campaigns and you will find that they are almost all about technical aspects of watchmaking, with pictures of small parts, etc... Who will be attracted to these?
Breguet? Culture, sophistication, history: ads with quotes of famous long dead French writers (no need to say "we are an old company" when people were writing about your brand 200 years ago).
Omega? Rolex? Patek, VC? Well, just study the marketing and the messages to find out who buys it.
If we had access to all the brands "marketing manuals", we could easily classify "geenral owners".
Below is an example for a brand I will not name.
The manual comes with chapters such as:
- Qualitative target group description - Xname of product lineX, Men
- Qualitative target group description - Xname of product lineX, Women
The definitions of target groups, attributes, etc... are very precise, from music likes to hobbies, family life, etc. Look at the examples below: