I like both round and rectangular watches. But I definitively prefer round movement in round watches and rectangular movement in rectangular watches!
For example, I would not chose an uniplan but in a rectangular case. And I have recently considered a very nice day-date model that JLC proposed in 2 cases - rectangular and round. My preference went without hesitation to the rectangular model.
Then, if I look at my watches, the round models are over represented. Only 2 watches have a rectangular form: the Reverso DuoFace and the omega T17.
However, this does not mean that all my other watches have round cases...
... Among all my Memovoxes, the ref. E873, produced in the 70s, is not perfectly round but looks like an egg! Funky 70s