The time it takes to make the watch and the detail/precision that goes into it, and the Zaratsu hand polishing. Swiss movement which are the best etc
Most watch companies make a big mark up as well, some 6/7 times cost price
Christopher Ward UK brand I am a big fan of and have a watch of theirs, they have a rule where the price is always 3 x the cost to make the watch
I'm not sure they are brute looking but each to their own, i would associate breitling, some of the coloured dial submariners as more brute and flash