IMO, you only get one chance to "break in" a new pair of shoes. Best to error on the side of caution. I would never use H2O to "condition" shoes, but do what you like.
My two cents:
Out of the box, I condition the leather after cleaning. I like Lexol pH balanced cleaner followed w/ Lexol conditioner. As leather is natural and varies from manufacturer, test on a hidden portion before conditioning the whole shoe. I like to test the tongue edge. Lexol can darken leather, but I have not found it to be true in the shoes I HAVE CONDITIONED, from black to dark brown to cognac to white. YMMV.
I clean, then dry twice (w/ 2 different cloths) before applying the conditioner. I apply the conditioner w/ a latex glove, dipping a finger in the product and working it well into the leather. No need to waste product IMO. Let sit for 5 min. and wipe clean (w/ yet another different cloth). Allow to set/breathe/absorb for 15 min and then repeat conditioner step 2 times.
Regardless of who makes the shoe, I ALWAYS find the leather to be softer and more pliable than it was upon receiving it.
Then I wear around the house - initally for 15 min. or so one day, then 30 another and finally 60 min. I then consider the shoe ready to wear.
Here is a shot of a pair I conditioned, wore around the house and then wore outside for about 3 hours - not polished/waxed and excuse the grey on the outsides as it is merely a light reflection (I understand the style is not for everyone - just trying to impress upon all the overall condition):