Luxury watches don’t earn their reputations overnight. Most of the names we talk about today, such as Rolex, Patek, AP and OMEGA, got here through a mix of innovation, incredible craftsmanship, and a century’s worth of collectors deciding these watches were worth hanging onto. Together, these four brands have helped define today’s idea of a luxury watch, each in its own way.
Whether you’re a first-time buyer looking for an entry point into fine watchmaking or a seasoned collector on the hunt for your next watch, understanding the landscape of luxury watch brands is really important. This guide breaks down everything you need to know, from the famous “Holy Trinity” to the best affordable options for building your collection.
Key Takeaways
- Top Investment Brands: Rolex, Patek Philippe, and Audemars Piguet consistently demonstrate the strongest value retention in the secondary market.
- Best Daily Drivers: OMEGA, Breitling, and Tudor are high-quality brands and reliable for everyday wear.
- Top Entry-Level Options: Longines, Oris, and Tissot provide genuine Swiss quality at accessible price points.
- The Undisputed King: Rolex remains the leader in global recognition and resale value, with average prices around $13,000 and exceptional long-term appreciation.
The “Holy Trinity” of Watchmaking
The “Holy Trinity” of fine watchmaking is made up of three Swiss watch manufacturers that epitomize haute horlogerie: Patek Philippe, Audemars Piguet, and Vacheron Constantin. All three have been producing watches of the highest caliber for well over 100 years. Also, they have reputations built over time, through technical skill and an uncompromising approach to quality and standards. The name alone is indicative of how such brands are revered by collectors.
Even though Vacheron Constantin is the oldest continuously operating watchmaker in the world (dating all the way back to 1755) its presence in today’s market feels quieter than you’d expect. Right now, it’s Patek Philippe and Audemars Piguet that are really driving collector interest in high horology. Models like the Nautilus and the Royal Oak have grown far beyond their original sports-luxury roots and turned into unmistakable symbols of status and culture. Including Rolex, these three are truly the standard setters and are the ones who are pushing the boundaries of the entire segment.
The Undisputed King: Rolex
Rolex is a league of its own. The brand technically stands outside the “Holy Trinity” yet still manages to somehow outshine its peers in international reach and market dominance. Hans Wilsdorf established Rolex in 1905. Since then, Rolex has spent over a century meticulously crafting its reputation for precision, durability, and timeless design. In fact, recent data even put Rolex above Patek Philippe when it comes to value retention, with the vast majority of its models selling at a premium on the secondary market.
But why is Rolex the king? Well, it comes down to many different factors. For starters, Rolex produces around one million watches per year, yet strong demand always outstrips supply for its most popular models. This limited availability (often by design), along with Rolex’s proven durability and marketing power, has spawned waiting lists for popular models at authorized dealers that can run into years. Its crown logo is one of those symbols people recognize instantly, even if they’ve never followed watches. And models like the Submariner, Daytona, and GMT-Master II have crossed into pop culture in a way few timepieces ever do.
The Top 10 Best Luxury Watch Brands
Most people look at heritage, history, brand and model craftsmanship, value retention, and watch collector desirability when ranking the best luxury watch brand. The brands we chose were selected because they meet all of those standards and do well both in the pre-owned and new luxury watch marketplace. Also, they’ve consistently turned out exceptional watches year after year.
Rolex
Rolex tops the list of the most recognizable luxury watches out there. World’s best-in-class build quality, with arguably the most valuable brand equity of any watch brand. In-house manufacturing and stringent quality control processes mean every watch is made to exacting standards. Our data shows average prices for Rolex watches are up greatly since 2010, with the GMT-Master II recording the highest gains of all collections at 506% appreciation over that time.
Iconic Models: Submariner, Daytona, GMT-Master II, Datejust
Best For: Investment, everyday luxury, long-term value retention
Patek Philippe
Patek Philippe is the gold standard of high horology and generational watchmaking. This Geneva-based company has crafted timepieces of the highest quality since 1839 and is responsible for some of the most complicated and valuable watches of all time. The brand has a famous slogan for a reason: you never own a Patek Philippe, you simply take care of it for the next generation. Current production models are trading at an average of 5.6% above retail. That’s due in part to strong and continued collector demand.
Iconic Models: Nautilus, Aquanaut, Calatrava, Grand Complications
Best For: Ultimate prestige, horological complexity, family heirlooms
Audemars Piguet
Audemars Piguet turned the watch world upside down with the Royal Oak in 1972. Designed overnight by the late, great Gerald Genta, the Royal Oak was the world’s first luxury sports watch made from stainless steel, and the exposed screws and octagonal bezel are one of the most recognizable designs in the history of watches. Interestingly, it debuted at 3,650 Swiss francs, more than a gold Patek Philippe watch at the time. Still, it redefined the way the world saw luxury materials.
Iconic Models: Royal Oak, Royal Oak Offshore, Code 11.59
Best For: Bold design, status, sporty elegance
OMEGA
OMEGA is the Official Timekeeper of the Olympic Games and, perhaps more famously, the first watch worn on the moon. Every NASA astronaut taking part in crewed lunar missions wore OMEGA’s Speedmaster Professional, known as the “Moonwatch,” to the moon’s surface. The watchmaker continues to shatter new frontiers with its Master Chronometer certification, which is one of the most comprehensive, exacting testing standards in the Swiss watch industry.
The Co-Axial escapement, developed by British watchmaker George Daniels, and introduced to the world by OMEGA in 1999, diminishes friction in the movement for extended service intervals and enhanced accuracy. OMEGA Master Chronometer watches are put through eight tests by the Swiss Federal Institute of Metrology (METAS), which includes the ability to resist magnetic fields of up to 15,000 gauss. Combined with its history, James Bond connection, and the finest mechanical technologies, OMEGA is one of the most attractive luxury watch brands today.
Iconic Models: Speedmaster Professional, Seamaster Diver 300M, Constellation
Best For: Space and diving heritage, advanced movement technology, everyday wear
Cartier
Cartier, the “Jeweler of Kings and King of Jewelers”, provides a level of sophistication to watchmaking that is just simply unrivaled. Cartier introduced the first men’s wristwatch in 1904, called the Santos, for Brazilian aviator Alberto Santos-Dumont, and has continued to lead the way in dress watch design ever since. Non-round case shapes are Cartier’s forte, with the designs of the rectangular Tank or rounded Ballon Bleu being among the most well-known among collectors.
Iconic Models: Tank, Santos de Cartier, Ballon Bleu, Panthère
Best For: Sophistication, dress watches, unisex appeal
Tudor
The Tudor name was established by Rolex in 1926, with the brand’s official launch coming a few decades later in the 1940s. Its aim? To provide watches that had the same reliability but at a more affordable price. Nowadays, Tudor has its own unique identity and is known for its own magnificent tool watches with a vintage vibe. The Black Bay has become very popular, with secondhand prices soaring by 30% to 40% in recent years.
Iconic Models: Black Bay, Pelagos, Ranger
Best For: Value, vintage aesthetic, Rolex quality at accessible prices
Breitling
Breitling’s association with aviation and timing led to the development of some of the most capable and iconic chronographs around today. The Navitimer, with its circular slide rule bezel, became a pilot favorite when it was introduced in 1952. The Breitling brand’s focus on professional aviation lends authenticity that few other makers can claim, while vintage watches from the 1960s and 1970s demand large premiums in the collector’s market.
Iconic Models: Navitimer, Chronomat, Superocean, Avenger
Best For: Aviation heritage, chronographs, larger wrists
Panerai
Panerai watches carry a distinctly Italian sense of style, backed by Swiss-made movements. The brand’s roots in supplying dive instruments to the Italian Navy still shape its designs, even today, from the cushion-shaped cases to the oversized crown guards and bold dials with luminescent hour markers. Panerai is meant to be worn with confidence. It’s the kind of watch that stands out without needing much help.
Iconic Models: Luminor, Radiomir, Submersible
Best For: Military diving heritage, statement pieces, distinctive design
IWC Schaffhausen
IWC Schaffhausen has an engineering-led approach to watchmaking, with watches that are known for their clean, legible dials and technical prowess. Founded in 1868, IWC is the only major Swiss watch manufacturer that’s based in German-speaking Switzerland, which the brand acknowledges has influenced its design approach. The Big Pilot is one of the largest and most famous pilot’s watches ever created, while the Portugieser collection is known for its understated elegance with sophisticated complications.
Iconic Models: Big Pilot, Portugieser, Pilot’s Watch Chronograph
Best For: Engineering excellence, pilot watches, understated luxury
Grand Seiko
Grand Seiko is the Japanese equivalent of a Swiss luxury watch. Some experts would even go as far as to say Grand Seiko outperforms European luxury watchmakers in several areas. For example, the Japanese house is best known for its Zaratsu polishing technique, resulting in flawlessly flat, distortion-free surfaces that catch the light like few other manufacturers can. Hand-finished dials exhibit extraordinary beauty, with models like the “Snowflake” becoming collector favorites for their textured surface reminiscent of Japanese landscapes.
Grand Seiko’s Spring Drive movement is likely the Japanese brand’s most impressive technical feat. A hybrid of a traditional mechanical movement and a quartz regulator, the Spring Drive features all the traditional craftsmanship of a mechanical watch and is accurate to seconds per month. The newest Spring Drive U.F.A. (Ultra Fine Accuracy) caliber, announced in 2025, achieves an annual rate of just plus or minus 20 seconds, making it the most accurate mainspring-powered movement available. The seconds hand glides smoothly rather than ticking, reflecting the Japanese philosophy of time as continuous and uninterrupted.
Iconic Models: Snowflake, White Birch, Seasons Collection, Evolution 9
Best For: Dial finishing, accuracy, Japanese craftsmanship
Best Affordable and Entry-Level Luxury Brands
Of course not every watch enthusiast starts off their collection with a Rolex or Patek Philippe. Fortunately, several well-known Swiss brands have taken to offering legitimate luxury and superior craftsmanship at more affordable price points. These manufacturers are an excellent way to get your foot in the door of mechanical watchmaking.
Longines
Few Swiss watch brands are as old as Longines. You’ll be hard-pressed to find so much heritage at this price point. The brand has historic ties to aviation, exploration and sports timing that run through its history. Pilot-inspired watches are part of their Spirit Collection, while the Master Collection contains classic watches with complications that would cost 3x-5x as much from other manufacturers.
Oris
Oris is one of the few remaining independent Swiss watch manufacturers, and exclusively makes mechanical watches. That fact alone has garnered them a following from those who want to get really “purist” about their watches. We love their Aquis dive watch and Big Crown Pointer Date for their great value and distinctive designs.
Tissot
The Tissot brand is a great entry point for new Swiss watch collectors. The buzzworthy PRX collection takes its integrated bracelet design and gives it a retro-inspired look, but with a taste of the luxury sports watch at an affordable price. Tissot’s Seastar collection of dive watches also makes for a great option for those looking for dependable underwater Swiss quality.
Which Brands Hold Their Value Best?
If you’re buying watches as investments, you really do have to pay attention to how well they hold their value. The market’s been a bit up and down since the 2022 peak, but a few brands have held strong. Rolex, for example, actually surpassed Patek Philippe in value retention, with over half of its models now selling above retail. The following table summarizes current market conditions for investment-grade watch brands.
| Brand | Value Retention | Top Investment Models |
| Rolex | Extreme (+12.3% above retail) | Daytona, Submariner, GMT-Master II |
| Patek Philippe | Extreme (+5.6% above retail) | Nautilus, Aquanaut, Grand Complications |
| Audemars Piguet | High (near retail) | Royal Oak Jumbo, Royal Oak Offshore |
| Cartier | Moderate to High | Vintage Crash, Rare Tank models |
| OMEGA | Moderate | Speedmaster “Snoopy,” Vintage Speedmasters |
Finding the Right Watch for You
The “best” luxury watch brand is ultimately a personal decision that depends on your priorities, lifestyle, and what you value most in a timepiece. If investment potential is your goal, Rolex and Patek Philippe lead the way. For adventure and tool watch capability, OMEGA, Breitling, and Panerai deliver. And if artistry matters most, Cartier and Grand Seiko offer unmatched visual beauty.
Ready to start your collection? Bob’s Watches is the world’s first and only pre-owned Rolex exchange where consumers can buy, sell, and trade used Rolex watches at true fair market value. You’ll also find a thoughtful selection of OMEGA, Patek Philippe, Panerai, and others in our extensive inventory. These are brands we trust completely and proudly stand behind.
