This is very true, you can get a really nice watch from an independent from around 10k$ if not less.
Well there are small watchmakers like Dirk Dornblueth that are not more expensive than the big watch maisons, but offer a more personal experience, customization of the watch, special engraving, direct communication with the guys who make your watch, etc... So that's one thing to also look into. I love my Dornblueth. Some of the simpler, steel AHCI watches are also within the same price range, particularly in the secondary market, e.g. a Speake-Marin Piccadilly
This is very true, you can get a really nice watch from an independent from around 10k$ if not less.