Yes, the market might be driven in the way you described.
But the big question is: how are you are driven? It’s always your personal decision, your personal watch, your personal wrist.
I personally never would buy a watch just because it has the „right“ brand or may have a good resale value. It doesn’t matter to me because in the moment I decide on a particular watch, I do so with complete conviction and do not already assume that I will sell it again.