Whether you’re a seasoned watch collector or a savvy investor seeking to diversify your assets portfolio, the world of horology offers a plethora of intriguing possibilities. But with countless reputable brands vying for your attention online and IRL, choosing the perfect timepiece can feel challenging and overwhelming. That’s why we’ve created this guide to the best watch brands, tailored for individuals who value style, functionality and elevated potential for a financially rewarding investment.
From iconic luxury brands representing timeless elegance to cutting-edge innovators pushing the boundaries of horological artistry, this guide will give you the knowledge and confidence to explore the infinitely diverse high-end watch market. Read on to discover and learn about the best watch brands for you in 2024. This is a comprehensive list combining both luxurious and affordable watch brands.
Best Luxury Watch Brands
Luxury watch brands are synonymous with the pinnacle of horological artistry and engineering, admired across generations for their functional precision and unimpeachable beauty. Owning a luxury watch is an investment in enduring prestige and appreciating value, so the established brands crafting these artistic treasures are a coveted choice for collectors and connoisseurs. Here we present our list of 12 heritage luxury watch brands upon which watch aficionados the world over agree are in a class of their own.
Rolex
Founded in 1905 by Hans Wilsdorf and Alfred Davis, Rolex is perhaps the most famous global luxury watch brand. Celebrated for its precision engineering, Rolex has a history of developing and successfully taking to market groundbreaking innovations. This includes the creation of the first waterproof watch, the Oyster, in 1926 and the introduction of the GMT-Master in 1954, which was the first automatic watch capable of displaying two time zones at once. This brand continues to innovate in 2024, integrating new materials and technologies while adhering to the classic design principles on which its reputation was built. Rolex watches are admired in all places and all eras for their craftsmanship and celebrated for their surefire investment potential, often not just retaining but appreciating in value over time.
Rolex models such as the Submariner, Daytona, and Datejust are revered for their durability and timelessness and have thus become not only status symbols for the uber-wealthy but cultural icons for aspirational classes.
Cartier
Established in 1847 by Louis-François Cartier, Cartier is a name inextricably intertwined with top-shelf luxury and opulence. The brand gained early fame for its exquisite jewelry, and in 1904 it ventured into watchmaking with the creation of the Santos, one of the first wristwatches ever made. Cartier’s watches, like the Tank and Ballon Bleu, are celebrated for their exquisitely refined design and historically innovative spirit, blending high fashion with horological excellence.
Cartier remains one of the leaders in the luxury watch market, renowned for its simple yet stylish and sophisticated timepieces. With an unswerving commitment to quality and innovation, Cartier craftsmen make each watch an indelible testament to exceptional artistry and graceful nobility. Admired for their lasting appeal from era to era, Cartier’s watches are passed down through generations as cherished heirlooms and wise investments.
Omega
With a legacy dating back to 1848, Omega is a renowned watchmaker celebrated for its precision and performance. The brand achieved priceless exposure and international acclaim in 1969 when the Omega Speedmaster became the first watch worn on the moon during the Apollo 11 mission. Omega’s Seamaster collection, famously associated with the James Bond franchise, further elevated the brand’s reputation as a creator of iconic and sought-after timepieces.
The brand’s Master Chronometer certification ensures that every Omega watch meets the highest precision, performance and magnetic resistance standards. Omega’s dedication to innovation and quality has solidified its reputation as one of the most prestigious names in horology.
Patek Philippe
Established in 1839 by Antoni Patek and Adrien Philippe, Patek Philippe is the epitome of unparalleled watchmaking mastery. The brand’s legacy is etched in its iconic timepieces’ intricate complications and breathtaking designs, including the refined Calatrava, the sporty Nautilus and the complex Grand Complications. Each watch is painstakingly crafted by the industry’s most seasoned experts, reinforcing Patek Philippe’s performance-driven objectives and dedication to premium manufacturing materials and precision engineering.
A family-owned enterprise to this day, Patek Philippe continues to uphold its long-standing tradition of exceptional craftsmanship and innovation. Coveted by collectors worldwide, Patek Philippe watches are renowned for their rarity and exquisite artistry. Patek Philippe timepieces have long been seen as the ultimate expression of luxury and sophistication, making them valuable assets that appreciate over time. More recently, their brand and watches have been mentioned frequently in the lyrics of various hip-hop profile, raising their cachet among Millennial and Gen Z consumers.
Audemars Piguet
Audemars Piguet was founded in 1875 by Jules Louis Audemars and Edward Auguste Piguet in the Swiss Vallée de Joux. The brand redefined the watch industry in 1972 with the groundbreaking introduction of Royal Oak, the first luxury sports watch made of stainless steel. The Royal Oak is celebrated for its bold design and unparalleled craftsmanship and remains an unforgettable icon in luxury watches.
A brand made famous to the masses by Brooklyn rapper-turned-mogul Shawn Carter aka Jay-Z, Audemars Piguet pushes the boundaries of horological artistry with innovative designs and advanced technology. The brand’s dedication to excellence is evident in every timepiece as well as its highly selective business partnerships, positioning it as a premier choice for anyone searching for high-end, performance-driven watches.
Tag Heuer
Launched in 1860 by Edouard Heuer, TAG Heuer is known for its sporty and innovative watches. The brand introduced the Mikrograph in 1916, the first stopwatch to measure time to 1/100th of a second. Today, the brand’s Carrera and Monaco collections continue to captivate motorsport enthusiasts, experienced boaters and divers and watch lovers in general with their striking designs and technological excellence.
TAG Heuer remains at the forefront of high-performance sports watches, seamlessly blending state-of-the-art technology with classic style and a memorable logo etched on each of its models. This relentless focus on innovation and quality guarantees that each TAG Heuer timepiece embodies exceptional accuracy, durability, and sporty elegance.
Breitling
Breitling was founded in 1884 by Léon Breitling; the company initially specialized in chronographs and precision instruments for aviators. The brand’s Navitimer, introduced in 1952, became an essential tool for pilots, featuring a slide rule bezel for making critically precise flight calculations. Breitling’s reputation for performance and innovation in a demanding heavy industry has made it a favorite among professionals in the aviation and diving sectors.
Breitling’s Superocean and Avenger collections are celebrated for their rugged durability and cutting-edge technology. Whether you’re exploring the depths of the ocean or soaring through the skies, Breitling’s meticulously crafted timepieces are engineered to withstand the most extreme conditions. The watches are the perfect fashion-forward and functional companion for both adventurers and professionals.
Panerai
Founded in 1860 by Giovanni Panerai in Florence, Panerai began its journey supplying precision instruments to the Royal Italian Navy. Their iconic Radiomir and Luminor models, designed for underwater commandos and boasting luminous dials for optimal visibility, propelled the brand to horological fame. Although a lesser known brand name in modern pop culture, Panerai’s bold, practical designs have made it a favorite among hardcore watch enthusiasts.
The brand’s timepieces are characterized by their distinctive appearance and robust construction, making them as performance-driven as they are stylish. Panerai’s commitment to maintaining harmonious precision ensures that each watch is built to last, appealing to those who value performance but still strive to wear a unique design.
Hublot
Hublot by Carlo Crocco was established in 1980, making it a relative newcomer in this best luxury watch brands list. It disrupted the watchmaking world with the first-ever timepiece featuring a natural rubber strap, which caused unexpected buzz among chronophiles. The brand’s innovative spirit reached new heights in 2005 with the launch of the Big Bang, a revolutionary fusion of gold, ceramic and rubber that once again stunned the industry. Hublot’s creative, almost otherworldly approach to watchmaking has set it apart as a quirky, unpredictable leader in the watchmaking industry.
Hublot’s rebellious spirit, manifested in its Big Bang and Classic Fusion collections, exemplifies the flawless integration of contemporary style and outstanding modern craftsmanship. Bold, innovative, and meticulously crafted with technology in mind, these timepieces are expressive of Hublot’s unfettered pursuit of pushing horological boundaries. For those who seek a modern luxury watch that not only keeps time but bucks tradition and makes a powerful statement, Hublot is the unequivocal choice.
IWC
International Watch Company (IWC) was founded in 1868 by American watchmaker Florentine Ariosto Jones in Schaffhausen, Switzerland.
IWC has masterfully blended American ingenuity with Swiss craftsmanship to create timepieces of exceptional quality. The brand’s Portuguese and Pilot’s Watch collections are renowned for their impeccable precision and fashionable faces. Committed to sustainability and innovation, IWC uses advanced materials and technology, making its watches stylish, environmentally conscious and highly favored among next-level collectors and enthusiasts.
Tudor
In 1926, Hans Wilsdorf, the founder of Rolex, created Tudor as a more affordable yet stylish alternative. Tudor watches quickly gained recognition for their everyday durability and unique designs. Today, their Black Bay and Pelagos collections, which blend of vintage-inspired aesthetics and modern functionality, are favorites among watch lovers around the globe.
Tudor offers high-quality timepieces that combine the deep heritage of the Rolex legacy with modern innovation, ensuring exceptional performance and style at a lower price point. The brand’s dedication to craftsmanship and value makes it a top choice for those seeking a unique and reliable luxury watch.
Laurent Ferrier
Laurent Ferrier, established in 2010 by the eponymous watchmaker, is becoming more and more recognized by those in the know for its artisanal craftsmanship and contemporary elegance that gives its due to classic styles. The brand’s timepieces are characterized by their understated design while retaining exceptional quality, reflecting a modern spin with a deep appreciation for traditional watchmaking techniques.
Laurent Ferrier stands out in the luxury watch market for its dedication to horological excellence despite being a 21st-century neophyte brand. Each watch is carefully crafted to the highest standards, emphasizing innovative technology but showing deference to historically popular styles. Laurent Ferrier timepieces are cherished by connoisseurs for their sophisticated design and fusion of old and new style elements.
Best Watch Brands (Affordable)
While luxury watch brands have forged strong reputations among wealthy buyers and avid watch collectors, there are plenty of high-quality affordable watch brands that are more in sync with the general public and new collectors. The watches in this lower-tier segment still deliver exceptional quality, style and functionality but are less rare and more available to the masses. We’ve listed the top 5 affordable watch brands that don’t sacrifice craftsmanship or performance.
Seiko
Founded in 1881 by Japanese icon Kintaro Hattori, Seiko pioneered the watch industry, introducing the first quartz watch in 1969. Seiko is known for its innovative technology and reliable performance. Seiko is an excellent choice for those prioritizing exceptional quality and value over unique look. The brand’s Seiko 5 and Prospex collections, renowned for their durability and precision, are especially beloved by watch enthusiasts.
Hamilton
Birthed in Lancaster, Pennsylvania in 1892, Hamilton has a storied history intertwined with both the military and Hollywood’s silver screen. Celebrated for its remarkably efficient fusion of American spirit and Swiss precision, Hamilton’s timepieces seamlessly blend classic design with modern functionality. Hamilton’s Khaki Field and Jazzmaster collections are well-regarded for their stylish aesthetics and reliable performance.
Oris
Oris was founded in 1904 by Paul Cattin and Georges Christian in Hölstein, Switzerland. The brand stakes its hard-earned reputation on providing its high-quality mechanical watches at accessible prices. Oris is known for its Aquis and Big Crown collections, which blend precision engineering and stylish design.
Longines
Another Swiss brand on this list, Longines was founded in 1832 by Auguste Agassiz in the town of Saint-Imier. The brand has nearly a two-century history of producing high-quality timepieces that package reliable performance into an eye-catching design setting. Its HydroConquest collections are noteworthy, seamlessly blending classic style and modern functionality.
Casio
Founded in 1946 by Tadao Kashio, Casio is another Japanese watch industry titan known for its innovative and reliable watches. The brand solidified its reputation in 1974 by introducing the world’s first digital watch, a major innovation that put the brand at the forefront of electronic timekeeping and opened the door for their decades-long dominance in electronic calculator products. Their long-running G-Shock and Edifice series, celebrated for their rugged durability and cutting-edge technology, are iconic models that have become synonymous with the active lifestyle, offering unparalleled performance and style for those on the go.
Find Your Ideal Timepiece at Watches.io
The highly diverse world of horology offers something for every type of watch enthusiast, from the rarified stratosphere of uber-luxury craftsmanship to smart, accessible and stylish timepieces. Visit watches.io, for detailed reviews, expert advice and the latest trends in the watchmaking industry. Let us be your trusted resource in finding a timepiece that meets your needs and budget while reflecting your individual style and discerning taste.
