Fragrance is very personal and what works for one man's chemistry may not work with another man's. I work with almost all men and will often tell them when colognes work or don't. One of my coworkers smells fabulous when he wears Acqua di Gio, but another just plain stinks when he wears it.
If you live near a Sephora (cosmetics & fragrances store) or a decent department store, go sniff what you like and pick your top 2. Spritz one on each wrist, then wander around the mall to see how your chemistry works with the cologne. Find what works for YOU.
That being said, my favorites are:
Kenneth Cole Black
Acqua di Gio (on the right person)
Azzaro Chrome
Lacoste Pour Homme
For those who have suggested various earthy smells for men, Sephora carries Demeter fragrances who makes colognes called "Dirt", "Rubber" and "Mesquite". Oh, and they also make "Laundromat", "Soap", and "Gin and Tonic". I got my coworker to try Mesquite and it totally worked on him, but he didn't care for it.