If I'd have to associate by character I'd say:
- Panerai - Jaguar (both quite big, fat, without extreme performance, and always similar to themselves)
- Richard Mille - A Ferrari tuned like this http://www.echolimousine.com/wp-content/uploads/2014/05/The-Ferrari-Long-Limo.jpg to make it simply idiotic
- Rolex - Mercedes, luxury but not too much, and faithful to their image
- IWC - BMW, sporty look but still luxury brand
- Omega - Audi
- Tag - Mini - Sporty, less luxury than BMW
- Hublot - Hummer
- AP - Maybach
- Patek - Rolls
- BP - Bentley
- Breitling - I'd say MG, if MG was still on the market... Or Infiniti
I can't really find a watch brand that can express the sport, motion, speed, technology and price segment of Lamborghini or Ferrari