If i like the look and feel of the watch i don't really care the brand name as long as its branded.
The reason why you buy branded watch is you are guaranteed and protected by the quality, safety, and services you get from the brand.
I think it really depends what you mean by "branded watch". To many people, Hilfiger falls in the similar category as Invicta, Burberry, Bulova, Gucci, Armani, etc. These are all brands that have a different type of value. It's mainly for people that like fashion designers. Unfortunately, most of the movements and intricacies in these brands are probably moot and the value is barely on the name itself.
Now on the flip side, you got the low-mid tier to consider at the next level which is probably your graduation from these fashion designer branded watches into more serious watches, e.g. Tissot, Orient, Tag Heuer, Oris, select Seiko, Victorinox, Longines, Baume & Mercier, arguably B&R, maybe Tudor (Rolex's sibling) etc.
Then after that, you got mid to higher tiers which include Omega, Rolex, JLC, IWC, Panerai, Nomos, Cartier (they actually have their own movement), etc.
I feel that smartwatches are really only tapping/converting the buyers from the designer watch tier and some of the low-mid tier. These are relatively close in price range to a smart watch, and some of these people just wear a watch to wear one. The people that are in the mid-high tiers will likely never look at a smart watch in their foreseeable future.