If you were smart, and hankered for a Rolex, just buy a Tudor, and use the difference for an exotic vacation somewhere warm, with umbrella cocktails.
JayBee
12. January 2025 14:38
Seiko should be on this list, Grand Seiko in particular.
9F quartz, spring drive, high beats that are 1s/week in reality, dials as art, etc., the ability to also make beautiful watches the common person can afford. That matters. A lot. They beat the Swiss at their own game in terms of the accuracy competition(s). They are a great company and dollar for dollar make a Patek or better level watch for under 10kUSD. No one else can say that. And, they’ve been around for a long time too.
David Glyn Pallas
1. January 2025 17:14
I think Seiko should be on the list they are an accurate watch for the masses and not just the rich and probably the most accurate
Sebestian
27. December 2024 13:56
Can you share the methodology you employed for this ranking?
JC-Fla
27. December 2024 12:34
Seiko vintage dive watches and seiko chronographs, first to use vertical clutch that everyone copied in their chronographs. Own both Rolex end Seiko, Seiko’s keep great time too.
Ivan
27. December 2024 5:31
Hublot is the best!
Pedro Mota
26. December 2024 23:29
Patek Philippe and Jaeger-LeCoultre are not watches. They are pieces of art.
Sir, they are watches that are pieces of art. To say they’re not watches is an understatement of what is.
kouters
26. December 2024 23:01
you forgot Grand seiko
Steve Dennis
26. December 2024 21:53
Already noted missing Breguet and Lange and what about F P Journe? Those mentioned are iconic brands, however incomplete.
Soren Bredberg
25. December 2024 23:44
I enjoy reading everything about watches and innovations of such. Most of the watches mentioned are well above what I can afford being a pensioner but the passion is there. I stick to watches which cost much less yet still are great timepieces with much proven research and innovation. One such company is Citizen with their eco drive range and the one which stands out is The Ring first produced as a concept watch back in 2012. There is nothing wrong being a poor person watch collector.
You enjoy watches, to me that makes a person rich.
Antony ryan
15. December 2024 9:47
You forgotten about grand seiko the Japanese Rolex . They are more accurate and better made
Lee Hyland
10. November 2024 23:44
Great list.
I have a stunning Limited Edition Jaguar.
I thought they may have been on this list.
James Bond
26. October 2024 19:26
Westclock and Timex should be one and two.
Jan stapaj
28. September 2024 19:04
I think you forget Grand Seiko it should be in top 10
~NHL~
15. September 2024 15:37
Radio Swiss timepieces should be mentioned.
mojo
7. September 2024 3:25
It’s very hard to do a ranking like this. All the brands mentioned have a place in horology. BUT …. what about Breguet an icon in the history of horology. What about Zenith with the iconic and ground breaking El Primero movement. How about Blacpain the oldest watch brand. Panerai, Longines, Glashutte, Grand Seiko … They all could be rightfully put on this list. It’s a matter of what criteria you are using. Mechanics, aesthetics, accuracy, sales … too many ways to measure …. Thats what makes watch collecting great!
I got the cartier santos and tag hauer santos. And they are great!
David
16. August 2024 9:37
LONGINES should definitely be here!
Derrick Ferguson
8. August 2024 16:37
I liked it
I liked it
Tom
7. August 2024 20:19
Not certain I understand the author’s ranking process. I’ll say this, my Tag keeps better time than 9 others ranked ahead of it!
Silotte Dauphine
6. August 2024 17:56
I love my mademoiselle Cartier and my tank . But nothing can compare with my gold Baume & Mercier with a sapphire. I got 5 and I will love to buy more.
Griffith
30. July 2024 23:48
Your name sounds Italian and you didn’t even mention Panerai 😉
For the best classic and non show off watch, I prefer Baume & Mercier.
I agree Baume& Mercier it’s my favorite brand . Classic & elegant
Lévon
18. July 2024 1:21
Fully concur with this listing, especially as I have three of them! Never heard of AP though
Mark Boswell
30. June 2024 17:33
Surely Lorus should be included
Kami
29. June 2024 17:03
Am utterly disappointed,lost faith in the writer
Kami
Rich
29. June 2024 14:37
I think it’s all right. From Rolex to Tag.
Derek
29. June 2024 7:25
How come Tag makes it ahead of A Lange & Sohne?
Mauricio
28. June 2024 11:38
Breguet and Longines are missing. TAG Heuer doesn’t make sense for a 10 Best brands of all time.
Gabriel C
28. June 2024 10:36
Of all time? Then you have to have Longines there. They have the history, the portfolio and the numbers. Plus in the last 5+ years they’ve released higher tier watches, more in line with their historical relevance. Both Tag and Breitling have had much of the same journey. Great history, with a couple of lost decades, coming back to their senses in the last 5 years.
I have never been a fan of a Rolex….just don’t like the looks of them EVER.
I would love to have a JLC Grande Reverso Duo.
a AP Starwheel
a Roger Dubuis Symphatie (plain white dial with roman numerals at 12,6,9,3) in gold.
Alas I’ll continue to enjoy my personal grail watch Cartier Classic Tank Jumbo Automatique and my Cartier 100Y Santos
Marko Vasama
27. June 2024 22:54
Rolex? Who wants to have a piece of a watchmaker that produces a million watches in a year and whose watches are obtainable for anyone with a hefty wallet and no taste? Or a differently painted dials? No, I’d go for a real craftmanship and finishing like Lange’s and Breguet’s and not forgetting the holy trinity.
yes any sheep will tell you rolex is best cause that’s all they heard of !
Federico Alejandro Gonzalez
27. June 2024 22:22
It’s probably impossible to make a list everybody agrees with. However, I would have had Breguet, Jaeger and Chopard on my list instead of several names on the list presented in this article that I do not agree with.
Lol A.P. they only have the royal oak. Nothing else. Rolex has many iconic models , regarding hourology jeager lecoultre destroys them.
gezaanda
27. June 2024 22:12
I don’t see Breguet on the list..?
Duroc
27. June 2024 22:05
Absolutely incredible the variety of opinions this Top Ten list has generated!! lots of surprises, especially to see Casio & Seiko mentioned…..they might make ok battery powered watches but the rest are timepieces. Also surprised at the level of jealousy for Rolex exposed. Sure they’ve got great marketing but do you REALLY think people are paying tens of thousands of dollars just because of an ad? I keep hoping to see one of my favorites mentioned, Chronoswiss, but I understand why they aren’t since it changed ownership the styling is a long way from main street, but their original time pieces are very very nice. And, as one poster asked, where Is Longines? But like so many old brands it’s owned by a conglomerate.
This all proves one thing above all else……there’s no shortage of opinions.
Rudi
27. June 2024 21:30
And for the Rolex-haters: I have owned some Rolex-watches. They are perfect! Wear perfectly; look great and are ALWAYS time-correct. The quality is superb. Don’t make the mistake that volume means no quality. It is just not true with Rolex.
Rolex just makes perfect watches. Hard to argue with that list
Joel B
27. June 2024 21:29
Rolex is on top because no other has managed their brand & quality as well.. while keeping their line-up largely unchanged and iconic over the decades.. all that and coupled with managing supply/demand at the store level. You have to wait for a Rolex. Adds to the appeal!
Rudi
27. June 2024 21:22
I miss Breguet in this top 10…..
Francesco Pavoncelli
27. June 2024 21:20
Top 10 for ? It is an approach that is too broad for only 10 spots. I can see Lange & Sohn easily in there, maybe Blancpain, Gran Seiko is another contender. Niche brands of high horology like Parmigiani Florier shouldn’t be dismissed. Rolex is definitely a market leader in sales and marketing but not so much in quality and craftsmanship, in my opinion.
Super, I love this collection, all 10 brands, very popular for different pastimes!
Rick C.
5. January 2024 4:32
Rolex may be the mass market sales leader, yet as far as high end, far more exclusive horology goes, they are still what I’d call a top ‘main street brand’, that’s managed (and how they did so is hardly rocket science!) to maximize their potential.
If Patek is the Petrus, then Langhe is DRC, Rexhep Rexhepi is La Fleur and Richard Mille – could that be a Le Pin or not enough heritage? Who would we put up against Rousseau – Breguet!
TA4EIA
28. December 2023 22:49
Casio, Seiko and Lange& Söhne belongs here, maybe even Nomos Glashütte
MrMopar
28. December 2023 22:46
Girard Perragaux, A. Lange & Sohne, both comparable to anything in the trinity. Rolex sells a lot due to good marketing but not necessarily an amazing watch. 1,250,000 watch a year for Rolex, mass production. GP 10,000 a year, A Lange 5,000 a year. Quality VS. Quantity.
John
28. December 2023 22:42
Everyone has their own opinions. My personal top 5 luxury brands.
Tag Heuer and Breitling, way too expensive for what you get, and a real manufacture like Grand Seiko is not on this list? What about Lange&Sohne or Blancpain or Zenit? And really Rolex above Patek, you’ve got to be kidding… I don’t think that this list was made by someone who knows something about watches, about fashion maybe.
Markk
22. December 2023 17:00
Lange & Sohne and Grand Seiko are far better than the “fashion brands” Tag and Cartier.
PP and Lange should be 1 and 2, while GS has better workmanship than a Rolex.
Fashion brand ?
You can say it to the tag maybe but you can’t on Cartier
Cartier is the first known modern wrist watch maker ( santos dumont )
Also they make in-house movements
Leo
22. December 2023 8:10
I don’t get this thing with rolex they all look the same to me and lets not forget the importance of zenith was to them .I also think German makers get overlooked
Totally agree with you. Patec is miles above any Rolex or Omega. I had a 18k solid gold dress watch. That was a very good watch,but the list is, I guess, for everyday watches and you are right. Nothing can be above a Patek Phillip.
Correct, ALL great watch brands but NOT the top, for MORE reasons than just popularity😉
Kevin H
20. September 2023 15:52
I’d like to have a PP Nautilus, and I might even go as high as $5k for one.
Kevin H
20. September 2023 15:50
Gimme an Omega over a Rolex. My grail though is the Glashutte Original PanoReserve in rose gold. Next would be the A. Lange & Sohne Model 1815, of course in rose gold. Both dress watches. For the GMT or chronograph, for those I’d go Omega. Thanks for letting me comment!
Blancpain is, for all intents and purposes, a one hit wonder. Great dive watch one if if not the first buttttt in totality, ALL the reasons “WHY” any if them make the list…NOT even close. Personally, they are too big, wayyyy over priced and while I absolutely respect their place in history, a Top watch brand? They fall wayyyy short. Seiko sure, not BP😉
How can you just degrade BP 😀 They are the oldest watchmaker even tough in the list they say Vacheron is. You obviously don’t have much information about blancpain you say too big. I love their 38 mm fifty fathom and adore the classical villeret series. They should be much more expensive than they are.
Mark Dickerson
11. September 2023 0:18
Spot on – Omega is the number 2, but I do feel, as stealing from a slogan from the 70’s, they DO try harder being number 2. I have three Omegas, about to buy the ICON, Speedmaster Professional Moonwatch, and love them all. The “mystic” of Rolex is a bit tired for my taste
Dan
3. September 2023 9:45
What about Breguet?
Mike Szeto
3. September 2023 3:33
Not really listing by workmanship………. It’s marketing………..
By far the best is Breguet. Ask Marie Antoinette, the Duke of Wellington, Napoleon Bonaparte, Winston Churchill, or Prince Phillip. (They’re dead I know, but that’s how well established the brand is.) For craftmanship, Breguet is the sine qua non.
Absolutely correct.
Emperors, Royalty, Nobility are Breguet lovers (not just customers)
Rappers, football stars, used car salesmen are Rolex customers.
So far for your article’ s quality perception
Phat Tony
25. August 2023 15:58
Is this Swiss watch snobbery? No Casio? No Seiko or Grand Seiko? Disgraceful
The watchmaker’s watchmaker isn’t JLC but Is Breguet. Breguet is the Godfather of watchmakers it’s only history.
Andrew G. Benjamin
25. June 2023 7:02
ROLEX is what it is because of its advertising budget. It is enormous. In other words, one can presume that a large part of what you pay retail goes to advertisements on buildings, TV, literally hundreds if not thousands of magazines across the world and other promotion. Its sales may be directly connected to that gargantuan ad-and-publicity budget. ROLEX has been at it for a half century and it paid off handsomely.
I would estimate at least a quarter of ROLEX’s net price to dealers goes to advertising, not quality, not materials, not engineering, and not to the salaries of the craftsmen. Most of the parts are entirely CNC-and-machine made and finished. Essentially, it is a mass-produced product.
The author covered most of the well-known brands, missing on the sequence of the best in my opinion. For example Jaeger and IWC are sister companies that shared technologies and parts througout much of their existence – and still do. These two belong in the top 5 and provide the highest value if engineering and quality come first. IWC is a man’s man’s watch. Jaeger is equal to Patek and AP in refinement.
Another forgotten and fallen off the edge brand, because their marketing departments are asleep at the wheel, is Girard-Perregaux 1791. They make fab, iconic, very high quality watches like the World Timer WWtc: https://tinyurl.com/bdh2xftk selling at laughably low prices these days. The one cited sold for 2 1/2 times that a decade ago new, and today would sell for 3-4 times the price, if it were still being manufactured.
In my view, that of a son of a master watchmaker, both the GP and IWC inherently possess a higher value, and provide higher quality, than ROLEX of the same watch type for the money.
That’s not the same as what the market will pay. In other words, it’s not the watchmaking, but the marketing, that creates value on the street. My suggestion to readers is: steal a ROLEX, sell it, and with the proceeds buy a better watch.
Title should’ve been “Top 10 Premium Watch Brands of All Time”
Docsr1
17. June 2023 20:17
Rolex is definitely #1, they make rugged, accurate timepieces.
RICH K
5. June 2023 19:43
This is quite a list but in my estimation PATEK PHILIPPE is no,1 because they make watches with unbelievable complications.
The others are all in second place. Some are on the list due to their marketing like ROLEX.
Back in the old days, watches were rated by the number of jewels in the movement.
The industry has come full circle due to the quartz intro. Now people are appreciating manufactures ability to hand make these beauties. The quartz watch had its run but it was all about accuracy.
In this day and age, its sad that the some famous brands still have to be wound daily or if your in that league, just buy an automatic winder.
Its amazing that CASIO can build in so much technology into their time pieces. Some say they should be compared to PATEK but for different reasons.
It will be interesting to see what “artificial intelligence” will do for the time piece industry. I hope I live long enough to experience this next generation.
I would love to own a Patek, a Omega, a Rolex, a Breitling, a Cartier Tank and of course a Grand Seiko. The rest on this list, you can keep. They all fall into classes like Show, Divers, Hikers, Pilots, Track & Field and of course Status Symbols.
Remember, an iphone is not a watch and neither is the Apple Watch. They are mini computers and some are even close to being a medical device. Who knows were it will stop.
Long live engineers and designers.
VC beats PP at its own game, 57 complications. Moreover, Switzerland’s gift to Queen Elizabeth for her coronation is a Vacheron. Unbelievable is A Lange & Sohne or Blancpain didn’t make the list, whilst Tag and Breitling did.
I own three Pateks, two Rolexes, one IWC and four Tudors. Patek is the hands down winner for quality and craftsmanship. Rolex manufactures more watches in one year than Patek has manufactured in its 175+ years. Patek Philippe is the gold standard and benchmark for every other brand in the world.
Juan
25. May 2023 6:43
Yeah, I would’ve expected to see Casio and seiko on here… certainly not luxury brands…. but absoluty iconic
They certainly are the watch to buy for those that know nothing about watches.
sailscycle
30. April 2023 17:14
Well I am a little surprised that Seiko and Grand Seiko is not on this list. Historic, innovative (including possibly the most innovative technologies in recent history the spring drive), prolific…
Grand Seiko is as good. But it is a watch brands and Seiko absolutely deserves to be in there. No one said anything about high end. And even so Grand Seiko should be in the top 10.
Quite subjective. Would have included Piaget for it’s watches from the 70s that are like works of art…and Bovet
Michael D Leffler
22. February 2023 6:25
Lists are always subjective. This one is no different.
Max Truong
22. February 2023 1:02
The list would always be controversial. There are many other iconic watch brands that have rich watchmaking history and have produced some iconic models over the year. I’d include Longines on the list. Perhaps the list should be extended to include top 20 rather than top 10. That would please more people as there are so many Swiss watch brands that deserve to appear on any coveted list.
I agree Grand Seiko is all about quality , craftsmanship, and above all the spring drive being one of the most complicated but an ingenious inventions by Grand Seiko!
completely agree, remember their advertising for quartz…”soon all watches will be made this way” yeh nah bro, they won’t 🙂
Paul Richard Stabin
20. February 2023 2:47
While there are obvious omissions, hard to say who you would remove in order to substitute another horological legend. Still, room should at least have been made for Blancpain.
Once you get past the holy trinity, you have the making of some great arguments.
A.Lange & Söhne. Possibly the peak of watchmaking at present. I fully agree.
Greg Durkan
18. February 2023 1:27
Girard Perregaux belongs in the top 10
Tom
15. February 2023 18:54
Appreciate the article but disappointed that you got some info wrong. The AP Royal Oak wasn’t the first steel sports watch, Zenith did it a few years earlier. The Royal Oak just has all the hype now but essentially they copied the Zenith design and added the screw heads on the bezel to differentiate.
Jason
15. February 2023 12:23
How could this list not recognise A Lange & Sohne?
I’m a Patek collector, but I agree. A Lange are wonderful.
Espen
15. February 2023 10:35
Very high level in this listing when Blancpain is not even on the list after having existed (although not really through the quartz crisis, but still…) since 1735, invented the world’s first dive watch (the Fifty Fathoms), having NEVER made a quartz watch and NEVER will, make the world’s smallest automatic movement by the name 615 with a diameter of 15,7mm by 3,9mm thick which has 180 components and a silicone hairspring and 38 hrs power reserve, they created the world’s smallest moon-phases display, created the world’s thinnest self-winding chronograph and the smallest minute-repeater movement at the time, created the world’s thinnest split-second chronograph at the time, produced the world’s first self-winding tourbillon and perpetual calendar with an eight-day power reserve, came up with the world’s first wristwatch to be equipped with a traditional Chinese calendar, and their Carrousel Volant Une Minute is not only the world’s first flying carousel but also the first automatic one with a power reserve of 120 hours no less, they have the patent for the system of under-lug correctors (relevant for annual or perpetual calendar watches) and created the “Tourbillon Semainier” which is an unprecedented combination of complications with a 7-day power reserve AND they have their own department making bespoke watches for VIP clients in their Metiers d’Arts where their artisans perform finishing operations using stones, files, burnishers, buffs and emery paper, even on components that will remain hidden from view (I have been there to witness it myself, and it is outstanding work)! AND most of the above-mentioned inventions have been in the last 40 years of their existence. Granted, Blancpain have not rocked the watch world with any of their releases recently, but to not even be on the list….?
Blancpain are a shadow of what they used to be. They make great pieces but they don’t understand the watch market today. For Example, a 40mm classic Fity Fathoms are what people want, yet they only release those in limited editions. Instead they sell these oversized 45mm watches that are unwearable. They’re marketing, their management just keep making the same mistakes over and over. All the other brands listed are outperforming them in today’s market.
Comments
If you were smart, and hankered for a Rolex, just buy a Tudor, and use the difference for an exotic vacation somewhere warm, with umbrella cocktails.
Seiko should be on this list, Grand Seiko in particular.
9F quartz, spring drive, high beats that are 1s/week in reality, dials as art, etc., the ability to also make beautiful watches the common person can afford. That matters. A lot. They beat the Swiss at their own game in terms of the accuracy competition(s). They are a great company and dollar for dollar make a Patek or better level watch for under 10kUSD. No one else can say that. And, they’ve been around for a long time too.
I think Seiko should be on the list they are an accurate watch for the masses and not just the rich and probably the most accurate
Can you share the methodology you employed for this ranking?
Seiko vintage dive watches and seiko chronographs, first to use vertical clutch that everyone copied in their chronographs. Own both Rolex end Seiko, Seiko’s keep great time too.
Hublot is the best!
Patek Philippe and Jaeger-LeCoultre are not watches. They are pieces of art.
Sir, they are watches that are pieces of art. To say they’re not watches is an understatement of what is.
you forgot Grand seiko
Already noted missing Breguet and Lange and what about F P Journe? Those mentioned are iconic brands, however incomplete.
I enjoy reading everything about watches and innovations of such. Most of the watches mentioned are well above what I can afford being a pensioner but the passion is there. I stick to watches which cost much less yet still are great timepieces with much proven research and innovation. One such company is Citizen with their eco drive range and the one which stands out is The Ring first produced as a concept watch back in 2012. There is nothing wrong being a poor person watch collector.
You enjoy watches, to me that makes a person rich.
You forgotten about grand seiko the Japanese Rolex . They are more accurate and better made
Great list.
I have a stunning Limited Edition Jaguar.
I thought they may have been on this list.
Westclock and Timex should be one and two.
I think you forget Grand Seiko it should be in top 10
Radio Swiss timepieces should be mentioned.
It’s very hard to do a ranking like this. All the brands mentioned have a place in horology. BUT …. what about Breguet an icon in the history of horology. What about Zenith with the iconic and ground breaking El Primero movement. How about Blacpain the oldest watch brand. Panerai, Longines, Glashutte, Grand Seiko … They all could be rightfully put on this list. It’s a matter of what criteria you are using. Mechanics, aesthetics, accuracy, sales … too many ways to measure …. Thats what makes watch collecting great!
Rolex used Zenith movements
and eta
i agree, cannot leave out german made
These are all excellent but mid- range brands. They cannot compare with Roger Smith or George Daniels made watches
Isn’t Omega in the George Daniels conversation?
I got the cartier santos and tag hauer santos. And they are great!
LONGINES should definitely be here!
I liked it
I liked it
Not certain I understand the author’s ranking process. I’ll say this, my Tag keeps better time than 9 others ranked ahead of it!
I love my mademoiselle Cartier and my tank . But nothing can compare with my gold Baume & Mercier with a sapphire. I got 5 and I will love to buy more.
Your name sounds Italian and you didn’t even mention Panerai 😉
For the best classic and non show off watch, I prefer Baume & Mercier.
I agree Baume& Mercier it’s my favorite brand . Classic & elegant
Fully concur with this listing, especially as I have three of them! Never heard of AP though
Surely Lorus should be included
Am utterly disappointed,lost faith in the writer
Kami
I think it’s all right. From Rolex to Tag.
How come Tag makes it ahead of A Lange & Sohne?
Breguet and Longines are missing. TAG Heuer doesn’t make sense for a 10 Best brands of all time.
Of all time? Then you have to have Longines there. They have the history, the portfolio and the numbers. Plus in the last 5+ years they’ve released higher tier watches, more in line with their historical relevance. Both Tag and Breitling have had much of the same journey. Great history, with a couple of lost decades, coming back to their senses in the last 5 years.
Where is Hublot? Should be on the list?
Funny!
Beautiful watches i like them .excellent juwels.
I have never been a fan of a Rolex….just don’t like the looks of them EVER.
I would love to have a JLC Grande Reverso Duo.
a AP Starwheel
a Roger Dubuis Symphatie (plain white dial with roman numerals at 12,6,9,3) in gold.
Alas I’ll continue to enjoy my personal grail watch Cartier Classic Tank Jumbo Automatique and my Cartier 100Y Santos
Rolex? Who wants to have a piece of a watchmaker that produces a million watches in a year and whose watches are obtainable for anyone with a hefty wallet and no taste? Or a differently painted dials? No, I’d go for a real craftmanship and finishing like Lange’s and Breguet’s and not forgetting the holy trinity.
yes any sheep will tell you rolex is best cause that’s all they heard of !
It’s probably impossible to make a list everybody agrees with. However, I would have had Breguet, Jaeger and Chopard on my list instead of several names on the list presented in this article that I do not agree with.
1-Patek
2-AP
Rest is not important
Lol A.P. they only have the royal oak. Nothing else. Rolex has many iconic models , regarding hourology jeager lecoultre destroys them.
I don’t see Breguet on the list..?
Absolutely incredible the variety of opinions this Top Ten list has generated!! lots of surprises, especially to see Casio & Seiko mentioned…..they might make ok battery powered watches but the rest are timepieces. Also surprised at the level of jealousy for Rolex exposed. Sure they’ve got great marketing but do you REALLY think people are paying tens of thousands of dollars just because of an ad? I keep hoping to see one of my favorites mentioned, Chronoswiss, but I understand why they aren’t since it changed ownership the styling is a long way from main street, but their original time pieces are very very nice. And, as one poster asked, where Is Longines? But like so many old brands it’s owned by a conglomerate.
This all proves one thing above all else……there’s no shortage of opinions.
And for the Rolex-haters: I have owned some Rolex-watches. They are perfect! Wear perfectly; look great and are ALWAYS time-correct. The quality is superb. Don’t make the mistake that volume means no quality. It is just not true with Rolex.
I agree 100 percent
Rolex just makes perfect watches. Hard to argue with that list
Rolex is on top because no other has managed their brand & quality as well.. while keeping their line-up largely unchanged and iconic over the decades.. all that and coupled with managing supply/demand at the store level. You have to wait for a Rolex. Adds to the appeal!
I miss Breguet in this top 10…..
Top 10 for ? It is an approach that is too broad for only 10 spots. I can see Lange & Sohn easily in there, maybe Blancpain, Gran Seiko is another contender. Niche brands of high horology like Parmigiani Florier shouldn’t be dismissed. Rolex is definitely a market leader in sales and marketing but not so much in quality and craftsmanship, in my opinion.
Hey Francesco, check out another article on our top 10 watchmaking brands. You’ll find Parmigiani Fleurier and more “niche” brands in there. https://www.chrono24.com/magazine/the-10-best-watchmaking-brands-of-all-time-p_130117/
Super, I love this collection, all 10 brands, very popular for different pastimes!
Rolex may be the mass market sales leader, yet as far as high end, far more exclusive horology goes, they are still what I’d call a top ‘main street brand’, that’s managed (and how they did so is hardly rocket science!) to maximize their potential.
Top 10 Watches Brands
Rolex
Patek Philippe
Audemars Piguet
Omega
TAG Heuer
Cartier
Breitling
Jaeger-LeCoultre
IWC Schaffhausen
Seiko
If we are talking marketability rather than craftsmanship and people’s favourite then surely Swatch will be number 1
Excellent and interesting
A very subjective list. How about one for the bracelets? Here I think the Jubilee will covert less controversy.
Good idea! Stay tuned 🙂
Lange & Sohn No 1 by far. This is just a list of common brands – boring and predictable- do some proper research into the brands watch lovers love.
Agreed
“Patek Philippe is the gold standard and benchmark for every other brand in the world”
Am with you Steve – just like Petrus when it comes to wine.
If Patek is the Petrus, then Langhe is DRC, Rexhep Rexhepi is La Fleur and Richard Mille – could that be a Le Pin or not enough heritage? Who would we put up against Rousseau – Breguet!
Casio, Seiko and Lange& Söhne belongs here, maybe even Nomos Glashütte
Girard Perragaux, A. Lange & Sohne, both comparable to anything in the trinity. Rolex sells a lot due to good marketing but not necessarily an amazing watch. 1,250,000 watch a year for Rolex, mass production. GP 10,000 a year, A Lange 5,000 a year. Quality VS. Quantity.
Everyone has their own opinions. My personal top 5 luxury brands.
1. Patek
2. A. Lange
3. Jaeger
4. AP
5. Vacheron
dean on
100% Agree with you 👍
Tag Heuer and Breitling, way too expensive for what you get, and a real manufacture like Grand Seiko is not on this list? What about Lange&Sohne or Blancpain or Zenit? And really Rolex above Patek, you’ve got to be kidding… I don’t think that this list was made by someone who knows something about watches, about fashion maybe.
Lange & Sohne and Grand Seiko are far better than the “fashion brands” Tag and Cartier.
PP and Lange should be 1 and 2, while GS has better workmanship than a Rolex.
Fashion brand ?
You can say it to the tag maybe but you can’t on Cartier
Cartier is the first known modern wrist watch maker ( santos dumont )
Also they make in-house movements
I don’t get this thing with rolex they all look the same to me and lets not forget the importance of zenith was to them .I also think German makers get overlooked
You’ve obviously never owned one.
correct !
No mention of Bremont watches – they make a very small amount of iconic watches per year
I’m quite surprised Tudor didn’t make it. For me TAG is not a top ten watch.
Putting Rolex and Omega above Patek? BLASPHEMY!!!!
Totally agree with you. Patec is miles above any Rolex or Omega. I had a 18k solid gold dress watch. That was a very good watch,but the list is, I guess, for everyday watches and you are right. Nothing can be above a Patek Phillip.
Corect
You forgot the biggest one.. SEIKO !!
So Seiko is not even in the top 10? Who even hired this writer?
the title says luxury.
Blancpain should be on this list and not only for the fifty fathoms!
Casio G shock? Iconic watch not the prestige or the Casio databank it even has a calculator none of these brands have that
No mention of Girard-Perregaux, Laurant Ferrier, Richard Mille, Choppard, Ulise Nardin, Piaget, Blancpain, A. Lange & Söhne, Breguet, Roger Dubuis?
Correct, ALL great watch brands but NOT the top, for MORE reasons than just popularity😉
I’d like to have a PP Nautilus, and I might even go as high as $5k for one.
Gimme an Omega over a Rolex. My grail though is the Glashutte Original PanoReserve in rose gold. Next would be the A. Lange & Sohne Model 1815, of course in rose gold. Both dress watches. For the GMT or chronograph, for those I’d go Omega. Thanks for letting me comment!
Kevin you know your watches
Nomos watches are highly attractive if you’re looking for quality, featuring minimalist design.
LOL how is Blancpain not in this?
Blancpain is, for all intents and purposes, a one hit wonder. Great dive watch one if if not the first buttttt in totality, ALL the reasons “WHY” any if them make the list…NOT even close. Personally, they are too big, wayyyy over priced and while I absolutely respect their place in history, a Top watch brand? They fall wayyyy short. Seiko sure, not BP😉
How can you just degrade BP 😀 They are the oldest watchmaker even tough in the list they say Vacheron is. You obviously don’t have much information about blancpain you say too big. I love their 38 mm fifty fathom and adore the classical villeret series. They should be much more expensive than they are.
Spot on – Omega is the number 2, but I do feel, as stealing from a slogan from the 70’s, they DO try harder being number 2. I have three Omegas, about to buy the ICON, Speedmaster Professional Moonwatch, and love them all. The “mystic” of Rolex is a bit tired for my taste
What about Breguet?
Not really listing by workmanship………. It’s marketing………..
What brand would you see in that list?
We live in a materialistic world [Madonna] Timex is forgotten. I will always go with the original. Tag H. 10 I’m ok.
Citizen
By far the best is Breguet. Ask Marie Antoinette, the Duke of Wellington, Napoleon Bonaparte, Winston Churchill, or Prince Phillip. (They’re dead I know, but that’s how well established the brand is.) For craftmanship, Breguet is the sine qua non.
Absolutely correct.
Emperors, Royalty, Nobility are Breguet lovers (not just customers)
Rappers, football stars, used car salesmen are Rolex customers.
So far for your article’ s quality perception
Is this Swiss watch snobbery? No Casio? No Seiko or Grand Seiko? Disgraceful
Those are not in the same league, unfortunately
How can you have a top 10 list and not include Lange & Sohne???
Lange & Sohne is awesome, no doubt. This list was a tough nut to crack, but Lange & Sohne has a special place in our hearts too!
Or a top five list?!
Glashutte!!!
Tudor over Tag any day!
The watchmaker’s watchmaker isn’t JLC but Is Breguet. Breguet is the Godfather of watchmakers it’s only history.
ROLEX is what it is because of its advertising budget. It is enormous. In other words, one can presume that a large part of what you pay retail goes to advertisements on buildings, TV, literally hundreds if not thousands of magazines across the world and other promotion. Its sales may be directly connected to that gargantuan ad-and-publicity budget. ROLEX has been at it for a half century and it paid off handsomely.
I would estimate at least a quarter of ROLEX’s net price to dealers goes to advertising, not quality, not materials, not engineering, and not to the salaries of the craftsmen. Most of the parts are entirely CNC-and-machine made and finished. Essentially, it is a mass-produced product.
The author covered most of the well-known brands, missing on the sequence of the best in my opinion. For example Jaeger and IWC are sister companies that shared technologies and parts througout much of their existence – and still do. These two belong in the top 5 and provide the highest value if engineering and quality come first. IWC is a man’s man’s watch. Jaeger is equal to Patek and AP in refinement.
Another forgotten and fallen off the edge brand, because their marketing departments are asleep at the wheel, is Girard-Perregaux 1791. They make fab, iconic, very high quality watches like the World Timer WWtc: https://tinyurl.com/bdh2xftk selling at laughably low prices these days. The one cited sold for 2 1/2 times that a decade ago new, and today would sell for 3-4 times the price, if it were still being manufactured.
In my view, that of a son of a master watchmaker, both the GP and IWC inherently possess a higher value, and provide higher quality, than ROLEX of the same watch type for the money.
That’s not the same as what the market will pay. In other words, it’s not the watchmaking, but the marketing, that creates value on the street. My suggestion to readers is: steal a ROLEX, sell it, and with the proceeds buy a better watch.
GP certainly has the history, but I understand the quality and refinement isn’t there. Especially when it comes to bracelets.
I bought a Sub at retail. Sold it and bought a new Aqua Terra with the profit.
👍🏻
I think you’re a bit harsh on Rolex though. The quality it excellent and above all the haptic experience in how it fits and feels is 2nd to none
That said. The sub was just a little dull
No Zenith and Grand Seiko, but you have Tag and Breitling here? Hmmm
Exactly
That’s the problem with lists. Striking Ten is my current grail watch.
Breitling deserve to be there. Iconic watches in their lineup and every single watch is COSC certified…that’s quite an achievement
Where is Panerai?
Top watch brand? Ya no, more of an outlier brand, I personally love them by the way but not top ten
This list represents the most well known names, not neccessily the best watch makers
So you mean Seiko is not well known?
What about Favre Leuba !?
Title should’ve been “Top 10 Premium Watch Brands of All Time”
Rolex is definitely #1, they make rugged, accurate timepieces.
This is quite a list but in my estimation PATEK PHILIPPE is no,1 because they make watches with unbelievable complications.
The others are all in second place. Some are on the list due to their marketing like ROLEX.
Back in the old days, watches were rated by the number of jewels in the movement.
The industry has come full circle due to the quartz intro. Now people are appreciating manufactures ability to hand make these beauties. The quartz watch had its run but it was all about accuracy.
In this day and age, its sad that the some famous brands still have to be wound daily or if your in that league, just buy an automatic winder.
Its amazing that CASIO can build in so much technology into their time pieces. Some say they should be compared to PATEK but for different reasons.
It will be interesting to see what “artificial intelligence” will do for the time piece industry. I hope I live long enough to experience this next generation.
I would love to own a Patek, a Omega, a Rolex, a Breitling, a Cartier Tank and of course a Grand Seiko. The rest on this list, you can keep. They all fall into classes like Show, Divers, Hikers, Pilots, Track & Field and of course Status Symbols.
Remember, an iphone is not a watch and neither is the Apple Watch. They are mini computers and some are even close to being a medical device. Who knows were it will stop.
Long live engineers and designers.
VC beats PP at its own game, 57 complications. Moreover, Switzerland’s gift to Queen Elizabeth for her coronation is a Vacheron. Unbelievable is A Lange & Sohne or Blancpain didn’t make the list, whilst Tag and Breitling did.
Have you looked at the PP 175th anniversary Grandmaster Chine?
I own three Pateks, two Rolexes, one IWC and four Tudors. Patek is the hands down winner for quality and craftsmanship. Rolex manufactures more watches in one year than Patek has manufactured in its 175+ years. Patek Philippe is the gold standard and benchmark for every other brand in the world.
Yeah, I would’ve expected to see Casio and seiko on here… certainly not luxury brands…. but absoluty iconic
I love my Seiko negroni, but that, am afraid is far from being iconic.
The Rolex has no reserve. Unless you wear it all day, it will be dead as a mouse next morning.
I get 40 hours reserve from my Sub, about 70 from my new GMT
Rolex is THE PREMIER most recognized Time Piece in the world! Probably the most recognized piece of jewelry as well. No surprise here!!
Because of the sheer volume they manufacture.
They certainly are the watch to buy for those that know nothing about watches.
Well I am a little surprised that Seiko and Grand Seiko is not on this list. Historic, innovative (including possibly the most innovative technologies in recent history the spring drive), prolific…
Good watches? For sure. Getting them at the level of JLC, Rolex, etc? Nope.
Grand Seiko is as good. But it is a watch brands and Seiko absolutely deserves to be in there. No one said anything about high end. And even so Grand Seiko should be in the top 10.
They even manufacture all the components of their timepieces, and grow their own quartz crystals.
Really? No Zenith? The maker or the original movement for the Daytona, one of the most famous Rolex.
Actually, I agree with this as well
What about Tudor?
Exactly!!!!!
Breguet???
Quite subjective. Would have included Piaget for it’s watches from the 70s that are like works of art…and Bovet
Lists are always subjective. This one is no different.
The list would always be controversial. There are many other iconic watch brands that have rich watchmaking history and have produced some iconic models over the year. I’d include Longines on the list. Perhaps the list should be extended to include top 20 rather than top 10. That would please more people as there are so many Swiss watch brands that deserve to appear on any coveted list.
I cant believe Invicta is not on the list!
I kid….I kid!
😂🤣😂🤣😁😎
Girard perrageux or lange should be in the list and not iwc or heuer..
Paul Breguette …
Panerai iam missing
What about Christopher Ward.
Seiko
No HMT in the list? Really?
😂😂
Seiko skx 007
Where is Ulysee Nardin? Blancpain?
Really surprised Blancpain was not included
You forgot Grand Seiko.
I’d replace a couple of the watches with Grand Sekio. They have the smoothest running second hand around. Total quantity
I agree Grand Seiko is all about quality , craftsmanship, and above all the spring drive being one of the most complicated but an ingenious inventions by Grand Seiko!
Consciously or unconsciously, Seiko shall forever be snubbed, dismissed and despised as the cause of the “quartz crisis”/
completely agree, remember their advertising for quartz…”soon all watches will be made this way” yeh nah bro, they won’t 🙂
While there are obvious omissions, hard to say who you would remove in order to substitute another horological legend. Still, room should at least have been made for Blancpain.
Once you get past the holy trinity, you have the making of some great arguments.
It really is hard to take a brand seriously when it’s name translates to “white bread” in French. 🙂
Right! Why not include Swatch? LOL
No Lange? Really? There’s an argument to be made that they’re the finest watchmakers on earth, period, and they don’t make this list at all?
A.Lange & Söhne. Possibly the peak of watchmaking at present. I fully agree.
Girard Perregaux belongs in the top 10
Appreciate the article but disappointed that you got some info wrong. The AP Royal Oak wasn’t the first steel sports watch, Zenith did it a few years earlier. The Royal Oak just has all the hype now but essentially they copied the Zenith design and added the screw heads on the bezel to differentiate.
How could this list not recognise A Lange & Sohne?
I’m a Patek collector, but I agree. A Lange are wonderful.
Very high level in this listing when Blancpain is not even on the list after having existed (although not really through the quartz crisis, but still…) since 1735, invented the world’s first dive watch (the Fifty Fathoms), having NEVER made a quartz watch and NEVER will, make the world’s smallest automatic movement by the name 615 with a diameter of 15,7mm by 3,9mm thick which has 180 components and a silicone hairspring and 38 hrs power reserve, they created the world’s smallest moon-phases display, created the world’s thinnest self-winding chronograph and the smallest minute-repeater movement at the time, created the world’s thinnest split-second chronograph at the time, produced the world’s first self-winding tourbillon and perpetual calendar with an eight-day power reserve, came up with the world’s first wristwatch to be equipped with a traditional Chinese calendar, and their Carrousel Volant Une Minute is not only the world’s first flying carousel but also the first automatic one with a power reserve of 120 hours no less, they have the patent for the system of under-lug correctors (relevant for annual or perpetual calendar watches) and created the “Tourbillon Semainier” which is an unprecedented combination of complications with a 7-day power reserve AND they have their own department making bespoke watches for VIP clients in their Metiers d’Arts where their artisans perform finishing operations using stones, files, burnishers, buffs and emery paper, even on components that will remain hidden from view (I have been there to witness it myself, and it is outstanding work)! AND most of the above-mentioned inventions have been in the last 40 years of their existence. Granted, Blancpain have not rocked the watch world with any of their releases recently, but to not even be on the list….?
Blancpain are a shadow of what they used to be. They make great pieces but they don’t understand the watch market today. For Example, a 40mm classic Fity Fathoms are what people want, yet they only release those in limited editions. Instead they sell these oversized 45mm watches that are unwearable. They’re marketing, their management just keep making the same mistakes over and over. All the other brands listed are outperforming them in today’s market.
Ummmm…..where is Longines? 🙂
At least Jacob & Co wasnt on there!
How about Timex?
Rolex is and always will be #1.
#1 in sales volume.
I’m a fan of Timex.Great for travelling overseas the night light is very handy and if you have it stolen its not the end of the world.
Apart from their recent heritage series, they’ve surely become a shadow of what they used to be by catering to lower market segments.
It’s a shame.
No Citizen, WHAT?