I agree, simple Rolexes are nice, the rest are not for me.
I have a simple Stainless steel one with a perpetual band. Nice and looks good with a pair jeans and as it does with a tux. Old examples with leather bands are nice as well.
I don't like gold, don't like two tone (although it seems a lot of people like it), and diamonds are just a joke for a man's watch.
