It really depends what you're looking for in a watch roll and how you're going to use it. I have tried just about every watch roll on the market.
Is leather quality a priority to you? Do you want real proper European leather with natural suede lining or are you happy with plastic fake leather and a fabric interior?
Even between real leathers there is a huge difference in quality depending on the origin of the cows. European leather is highly regarded for its quality.
90% of the market for watch rolls is flooded with Chinese product that cost $13 in production and is re-sold anywhere from $60-300. If you're just looking for the cheapest solution to put your $30,000 watch collection in, don't care about quality materials, then you might be fine with these.
If a brand-name includes the word "luxury", or sounds generic, there's a pretty high probability this will be a Chinese made roll.
If the origin of manufacture isn't disclosed, there's again a high probability you are buying a Chinese made roll, either using fake leather (or low quality Asian bovine leather) and cheap fabric/velvet/microfiber for the inside lining.
Most Chinese made rolls will also come with a very strong chemical smell, due to low quality non-water based glue. This should go away but will probably take a few weeks/months in some cases.
Then there's the whole sizing issue, if you have slim wrists or overly large wrists the pillows may either be too small or too big for your watches. The watches themselves might also be too big for some rolls. I've tried a few rolls that wouldn't fit AP Offshores and others where an Omega clasp was too bit to fit under the pillow.
When the inside uses fabric/velvet instead of real suede, the watches won't "stick" to the pillows and easily slide around (if the watch doesn't have a tight fit on the pillow).
Will you actually use the watch roll for travel or just for display? If you plan on packing your roll into your bag, you might not want to look for watch rolls where the end-pieces of the walls are like this:
With the wrap-around leather sticking out like this, the edges are quickly going to wear out from rubbing against other stuff in your bag. If you're a true traveler, ideally you would look for edges that are sticking out or the very least are flush. When the side walls poke out a bit, it might look less "perfect" but it's an added buffer to protect the longevity of your roll.
Do you want buttons? Do you want a slide system? The slides are smart and practical but after enough use you eventually will start to tear the fabric on the sliding system (there are a few videos on youtube about this)
Some rolls also just come with a long soft cylinder to wrap your watches around (Louis Vuitton) and this causes the watches to bang against each other. You might want to reconsider those kinds. Wolf has a smart system with a divider but every time you want to access the middle watch, you need to take out the watch next to it which can be bothersome.
My advice: If you care about quality (which I guess most of us do here on a Rolex forum), look for brands that disclose where their product is made, what kind of leather is used and what the interior material is.
Prices for a high quality watch roll typically start at $230-400 and there's a very good reason for that. The difference in material quality is staggering and that of course comes at a higher cost. If that's important, there's no way around it.
Personally; The bigger price point is worth it to me as I find great pleasure in grabbing a watch roll, that is made of soft Italian leather, with a quality feel to the touch and a nice smell of natural leather. After all, watches are luxury items, why shouldn't they be stored in a luxurious way.
Hope this big write-up helped some of you.