^ Raza: does that mean you're not getting the Tag Heuer pro dive (Bond quartz)? I was so looking forward to seeing you in that! (Come on, it's 38mm ... surely, that's not a deal-breaker, is it? (just teasing ... but still, a nice watch, I think!
Yes, Ctilly, this question seems to come up a lot, but that's okay (I mean, trends change, maybe even from last month or even last week, but never in the classic sense, with over-sized clocks disappearing and being replaced with vintage styles and more classic sizing; then, unlike fashions/fads which come and go, classic is timeless and lasts forever, yes?
For me, it depends on the watch category; in terms of dress watches, <40 is proper in the classic sense (mine range from 34 to 39mm, with 36mm being my average). Then, dress watches are supposed to be discreet and elegant, 'more is less' as they say, making a statement as such. In terms of sport watches, I like them a bit bigger because, well, they're not dress watches but sport watches, legible/easy to read, etc., thus mine range from 38-42mm, with 40mm being my average. Then, I'm not "big and tall" either, having average sized-wrists, and what I wear may not suit a pro basketball player, for e.g. (Note: as to watches being a bit bigger than they were a century ago or even back in the 50s, this is true; then, people are getting bit by bit a tad bit taller on average. Anyone been to i.e. a museum and viewed the size of the suits of armour lately? That was the size of brave warriors back then. Interesting, yes?
That said, I don't wear clocks and never did (that silly trend has ended); by the same token, basketball players don't or at least shouldn't wear a quarter, as that looks just as silly on their wrists as a clock would on mine. Different sized wrists, different sized watches. Same effect, provided you wear what suits your size.
Cheers.