When it comes to high-end timepieces, the best luxury watch brands are known for their precision, craftsmanship and timeless style. In recent years this market has been dominated by a few elite names, particularly those from Switzerland which accounts for over 50% of the global market in value, despite only producing 2% of all luxury watches.
Through utilising ambassadors from Roger Federer to David Beckham, theyโve been able to propel into the spotlight as a symbol of status or a moment in time, whilst blending heritage, innovation and unmatched quality.
Whether youโre seeking to add to your current watch collection or a first-time buyer, you need to know the details before purchasing. Here are the best luxury watch brands.
Best Luxury Watch Brands
Table of Contents
Patek Philippe
It goes without saying, Patek Philippe is the Rolls Royce when it comes to luxury watches. El creme de la creme. It’s no wonder theyโre not only expensive, theyโre also extremely hard to get your hands on. Even if you have the finances to buy one, you could be waiting a long time for popular pieces like the Nautilus or Aquanaut.
Founded in 1839, Patek Philippe is one of the oldest and few remaining family-owned luxury watch brands. Named after its founders, Antoni Patek and Adrien Philippe, the brand is renowned for its association with royalty. In 1851, Queen Victoria famously purchased a keyless pendant watch, and later a custom brooch-style timepiece from the brand.
The Swiss engineering process is like no other. Their values of quality and precision are ones they hold in extremely high regard and Patek is the perfect example of this. Aligning core values of exclusivity, precision and quality all contribute to the stature the brand has managed to attain over the last 200 years of history.
Here are some of their milestones in the watch industry:
- 1845: Patent for a keyless movement
- 1868: First Swiss wristwatch
- 1889: Patent for the first perpetual calendar in a pocket watch
- 1902: First split chronograph
- 1956: First fully electric clock
Location: Geneva, Switzerland
Founded: 1839
Popular models: Nautilus, Aquanaut, Grand Complications
Design types: Classic dress, vintage
Price Range: $25,000 – $800,000+
Rolex
Possibly the most recognisable and sought after luxury watch brand, Rolex was founded in 1905 by Hans Wilsdorf and Alfred Davis, starting in London and later relocating to Geneva in 1919, where they still operate today.
Today, Rolex is the most famous Swiss luxury watch brand, however, their initial success came from creating dependable tool watches. In 1926, Rolex introduced the first water-resistant watch, and by 1945, they had developed the first self-winding chronometer with a date display. During the 1950s and 1960s, Rolex cemented its reputation with several iconic releases:
- Rolex Explorer (1953)
- Submariner (1953)
- Milgauss (1956)
- GMT Master (1959)
- Cosmograph Daytona (1963)
Watch enthusiast or not, Itโs hard to come by anyone who hasnโt heard of a Rolex. Their brand ambassadors further contribute to their exotic reputation, with the likes of Roger Federer, Tiger Woods, Leonardo DiCaprio, Jackie Stewart and Michael Bublรจ all endorsing the brand.
Location: Geneva, Switzerland
Founded: 1905
Popular models: Submariner, Daytona, Datejust, GMT-Master II
Design types: Ranging from dress to dive.
Price Range: $5,000 – $200,000+
Audemars Piguet
Jules Louis Audemars and Edward Auguste Piguet were childhood friends who later came together to create one of the most iconic luxury watch brands in history. After pursuing different paths in the field of watchmaking, the two reunited and officially founded Audemars Piguet & Cie in 1881, with their headquarters in Le Brassus, Switzerland.
Audemars focused on designing intricate watch movements, while Piguet specialised in fine-tuning the accuracy of the timepieces. Together, they built a brand known for both luxury and innovation in watchmaking technology.
The brandโs most famous creation, the Royal Oak, revolutionised the industry in 1972 as the first luxury sports watch ever made, and is an instantly recognisable and sought-after watch.
Location: Le Brassus, Switzerland
Founded: 1881
Popular models: Royal Oak
Design types: Bold, mid-century style
Price Range: $15,000 – $500,000+
A Lange & Sohne
Lange & Sรถhne is regarded as the pinnacle of watchmaking excellence, setting a standard that both German and international brands strive to meet. The brandโs legacy began in 1845 when Ferdinand Adolph Lange established his workshop in Glashรผtte, which soon became the heart of German watchmaking.
Originally focused on crafting elegant pocket watches, A. Lange & Sรถhne shifted gears during WWII, producing military timepieces and equipment. However, the factoryโs destruction at the end of the war brought the company to a halt.
In 1990, Walter Lange, the great-grandson of the founder, brought the brand back to life. His dedication, alongside a skilled team, revitalised A. Lange & Sรถhne, reestablishing it as one of the most prestigious luxury watchmakers in the world.
Location: Glashรผtte, Germany
Founded: 1845
Popular models: Lange 1, Zeitwerk, and Odysseus
Design types: Classic & intricate
Price Range: $25,000 – $2,500,000+
Richard Mille
Founded in 2001 by Richard Mille and Dominique Guenat, Richard Mille is a relatively new luxury watch brand that has made a major mark in the industry. Known for challenging traditional expectations, the brand incorporates innovative movement complications, materials, and designs. Drawing inspiration from high-performance cars, aviation, and space exploration, Mille and Guenat built these passions into the core of their creations.
One of the standout features of Richard Mille watches is their durability. Designed to withstand extreme impacts, this ruggedness is one reason the brand collaborates with athletes from intense sports like tennis (Rafael Nadal) and golf (Bubba Watson).
Richard Mille has also revolutionised watchmaking by introducing advanced materials such as grade 5 titanium, graphene, Carbon TPT, and LITAL, a unique alloy of aluminium, copper, magnesium, and zirconium, to achieve their distinct design and functional goals.
Location: Les Breuleux, Switzerland
Founded: 2001
Popular models: RM 055 Bubba Watson, RM 40-01 McLaren Speedtail, RM 35-02 Rafael Nadal
Design types: Inspired by aviation and automobiles, featuring modern and bold elements.
Price Range: $100,000 – $2,500,000+
Vacheron Constantin
Vacheron Constantin, founded in 1755, stands as one of the oldest and most prestigious luxury watch brands in continuous operation. Over the centuries, the brand has pioneered many horological firsts, including the creation of the first nonmagnetic watch. Its rich history also features connections with influential figures such as Fabergรฉ and various European monarchs.
Vacheron Constantin embodies the essence of modern Swiss luxury watchmaking by blending respect for tradition with forward-thinking innovation. The brand consistently pushes the limits of technical horology, most notably with their 2015 creation of the worldโs most complicated watch, boasting 57 complications. Known for its independence, Vacheron Constantin operates with a focus on excellence rather than following trends, reinforcing its status as a leader in the world of haute horology
Location: Canton of Genevaand Vallรฉe de Joux, Switzerland
Founded: 1755
Popular models: Traditionale, Historiques, Overseas, and Patrimony.
Design types: Traditional Detailed Elegant
Price Range: $15,000 – $150,000
Jaeger LeCoultre
Jaeger-LeCoultre has long been recognised as a trailblazer in technical watchmaking and remains one of the most respected luxury watch brands today. Established in 1833 by Antoine LeCoultre, the brand was dedicated to in-house, vertically integrated watchmaking from the very start.
In a time when creating a timepiece often involved multiple workshops, Jaeger-LeCoultre broke new ground in 1870 by introducing an early form of an assembly line, allowing for the efficient production of their complex movements. This commitment to keeping much of the watchmaking process in-house continues today, solidifying Jaeger-LeCoultre’s reputation for precision craftsmanship and innovation in luxury timepieces.
Location: Le Sentier, Switzerland
Founded: 1833
Popular models: Reverso, Master Control
Design types: Art Deco and modern
Price Range: $5,000 – $200,000
Omega
Omega has always been driven by precision and cultural influence. The brandโs roots date back to 1848 when Louis Brandt founded a small watchmaking workshop called “Louis Brandt & Fils” in La Chaux-de-Fonds, Switzerland. Fourty-five years later, Brandtโs sons, Louis Paul and Cesar, took their fatherโs legacy to new heights, turning it into one of the most renowned luxury watch brands.
Recognising the potential in their father’s work, the brothers relocated the company to Bienne, Switzerland, where they developed a groundbreaking movement. This highly accurate movement allowed for manual winding and time-setting directly from the crown, a major advancement for the era.
The success and cultural impact of this innovation was so significant that the brothers renamed their entire operation after the movement itselfโOMEGA.
Location: Bienne, Switzerland
Founded: 1848
Popular models: Speedmaster, Seamaster
Design types: Dress, dive and drive
Price Range: $3,000 – $30,000
Cartier
Cartier, founded in Paris in 1847 by Louis-Francois Cartier, first made its mark by crafting exquisite jewellery for royalty and high society across Europe. As the brand grew, Louis passed the business to his sons in the early 1900s, and Cartier ventured into creating menโs watches.
In the early 20th century, Cartier introduced some of its most influential models. One such creation was the Cartier Santos in 1901, designed specifically for aviator Alberto Santos-Dumont. This watch was crafted to ensure he could easily check the time while flying, revolutionising practical watch design. Another iconic model followed in 1917, the Cartier Tank, which drew inspiration from the Renault tanks used during World War I, then followed the more exclusive Cartier Crash in 1967.
For those looking to step outside the realm of traditional Swiss brands, Cartier offers a unique blend of rich horological heritage and elegant design. Its timepieces, deeply rooted in history, particularly appeal to those who favour Art Deco aesthetics.
Location: Paris, France
Founded: 1847
Popular models: Tank, Santos
Design types: Classic art deco
Price Range: $3,000 – $500,000+
Tag Heuer
Tag Heuerโs legacy is deeply intertwined with the evolution of motorsports and performance racing. Founded in 1860 by Edouard Heuer in Switzerland, the brand quickly began innovating alongside the rise of the automobile. By the late 1800s, Heuer focused on developing chronograph watches tailored to the precise timing needs of drivers. As the early and mid-1900s progressed, Heuer expanded into creating dashboard timers and chronographs for cars, further cementing its connection to the automotive world.
With the emergence of high-performance cars and competitive motorsports in the 1960s and 1970s, Heuer became the go-to brand for timekeeping. A pivotal moment came in 1969, when Heuer collaborated with Breitling to develop the worldโs first automatic chronograph, a major breakthrough in watchmaking. In the 1980s, Heuer was acquired by TAG, a holding company specialising in aviation and motorsports, resulting in the iconic brand name Tag Heuer, and the release of the prestigious TAG Heuer ‘Monaco’.
Throughout its history, Tag Heuer has been a key player in sporting events, particularly motorsports, where they have become the official timekeeper for Formula 1. The brand’s association with racing has made it a symbol of speed, accuracy, and performance, qualities that still define its watches today. You can often find a good quality TAG Heuer for under $2,000 if you’re looking for a decent entry level watch for your collection.
Location: La Chaux-de-Fonds, Switzerland
Founded: 1860
Popular models: Aquaracer, Monaco, Carrer
Design types: Dress to dive to drive
Price Range: $1,000 – $40,000