Sepia has its history as an archival process for prints, and it was therefore used frequently during the early stages of photography. Consequently, sepia is understandably associated with antiquity, in which case the current use of sepia for this effect in particular can come off as gimmicky.
This is somewhat unfortunate, for in B&W photography, sepia today serves as a useful warming agent, whether produced chemically or digitally. Other toning effects include gold, platinum, palladium, and van dyke, among others. These give monochrome photos a warmer presence and sometimes a greater sense of depth.
Likewise, a bluish tone will give a B&W photo a colder feel. Even paper for inkjet prints can be found in warm-tone, neutral, and cool; all of these serving as useful aesthetic tools, particularly given the importance tonality plays in B&W photography.
Split toning is also a popular process in B&W photography, and one particular effect I enjoy, where appropriate, is a goldish-brown in the mid tones and highlights with a bluish tone in the shadows.
Ultimately, you have to decide what you like with the understanding that most any brownish toning effect will invariably evoke, in the eyes of others, an “old fashion” look irrespective of your intent. Personally, I choose to ignore this, since I have the luxury of being only a hobbyist free from client demand.