yup, most expensive does not equal best.
for expensive watches, this one overwhelms the 1.5mil posted above. check this thing out:
The Ugliest, The Loveliest, Most Expensive Watch Ever - bLavish (25 mil)

and for something more aethetic but still quite flashy, a much cheaper chanel at a paltry 1.9million:
Million Dollar Rocks - bLavish