to compare, you have to take in account the price on the market of the products (cars or watches) and the technology of the products. As I'm living in Europe, they price shown below are ~MSRP in USD so everyone can have a rought idea.
For cars: 4x4, night vision camera, gearbox, 0-100km/h, the motor: 4cyl, V6, V8, V12, L6, flat 6 and so on. For leather: just the seat or the complete dashboard and central console with color stitching, some brand can't offer full leather interior (entry level).
For watches, you have complications: chronometer, day, annual calendar, perpetual calendar, GMT, minute repetition and materials for the case: stainless steel, titanium, gold, platinium, tantallum, sapphire glass, forged carbone, ceramic. The caliber (in house caliber for example El-primero and ETA is totally different), some watch brands are called Manufacture.
Some car brands can offer a full customization of the cars (painting color based on the sample that you give them, same for the interior (even full ostrich leather is possible). It's the same for watches, you will have a pièce unique (01/01).
You have entry level (<1000usd): Tissot, Victorinox, Doxa, Seiko and all sort of brands where watches is not their primary business (Oakley, Tommy Hilfiger, Dior, ...). Some of them are quartz.
Medium mechanical watches (1000usd, 3000usd): Omega, Tag, (ETA movement)
Medium high (3000 to 10'000): Panerai, Maurice Lacroix, some Breitling, Corum, bell &ross, graham
High (10'000 to 50'000): Zenith, Rolex, IWC, JLC, Breitling, Girard Peregaux,
Very high (50'000 to 100'000): Patek, AP, Vacheron, Lange, Kari Voutillainen, Urban Jurgensen and other independents watchmakers that manufactured watches only on order. Also Blancpain, Breguet, Hublot.
Exclusive (200'000usd to 500'000 and more): Greubel Forcey, Uhrwerk, Richard Mille, ...
Not taking in account diamond and jewellery that increase the final price. Difficult to determine the price ranges but I think you have a view on what's on the market.
In terms of image: Rolex, Panerai are very popular
We often say that the top 3 is : Patek Philippe (PP), A Lange and Sohne (ALS) and Vacheron Constantin (VC), they are also collectibles. They showed up on Sotheby auctions
Same for cars (to make it short)
Chinese automaker: they have their own category.
Entry level: Toyota, Peugeot, Renault, Opel (Vauxhall), Fiat, Seat, Honda, Citroen, Ford, Nissan,
Medium: VW, Mustang, Lexus, Acura
premium: BMW, Mercedes, Audi, Jaguar, Maserati, Corvette, Porsche
High (starting from 200'000USD) Ferrari, Lamborghini, Aston Martin, Maybach, Bentley, Roll Royce
Exclusive (1mio USD): Konigsegg, Pagani, Bugatti, ex-Wiesmann, ex-Gumpert