These are the best-selling luxury watches of 2025, ranked by actual sales. This is based on completed transactions captured by Bob’s Watches during calendar year 2025 and includes the top four brands by transaction volume: Breitling, Cartier, OMEGA, and Tudor. Other lists might rely on opinions or social media trends, but we use real sales data to show what customers are really buying.
Key Takeaways
- The Tudor Black Bay family was the most popular luxury watch of 2025, accounting for roughly 15% of all transactions across all four brands.
- OMEGA led total unit sales with approximately 38% of all transactions, with its Seamaster family representing over half of the brand’s volume.
- Versatile sports watches consistently outperformed dress-only models across every brand.
- Average sale prices rose about 9% from Q1 to Q4, with some models like the Tudor Black Bay and Breitling Navitimer seeing increases above 13%.
- Proven collections with decades of history outsold trendier releases, suggesting buyers value heritage over hype.
How We Determined the Most Popular Luxury Watches of 2025
Unlike other publications, we measure popularity only by the number of watches sold, not by revenue, brand reputation, or our own opinions. The percentages you’ll read below are based on the total unit sales from each of the 4 brands we analyzed. Also, watches are grouped by collection or family, for example, the OMEGA Seamaster or Tudor Black Bay, instead of by specific reference numbers. We went with this approach because it reflects how most people shop and prevents a few popular models from taking over the entire list.
- Data source: Real transaction data from Bob’s Watches
- Timeframe: Calendar year 2025
- Grouping: Family-level analysis avoids skewed results from individual SKUs
Below, we’ll break down the top three selling models from each brand, including the average sale prices and some helpful specifications.
Most Popular Breitling Watches of 2025
Breitling was a significant share of total sales in 2025, driven by its popular aviation-inspired chronographs and dependable dive watches. The average sale price was around $4,400, making Breitling the most affordable offering on our list.
Breitling Navitimer (Most Popular Breitling Watch of 2025)
The Navitimer took the number one spot in Breitling sales in 2025, making up roughly 25% of Breitling’s volume. That number includes the standard Navitimer, Navitimer Automatic 41, and Navitimer B01. The slide rule bezel and aviation background are instantly recognizable, but the watch resonates well outside of aviators. Even better, it pairs perfectly with a business suit or leather jacket.
The average sale price of roughly $5,250 includes both vintage references and current production models. Prices rose about 14% from Q1 to Q4, outpacing the overall market.
- Core appeal: Aviation heritage combined with chronograph functionality
- Versatility: Transitions easily from cockpit to boardroom to weekend wear
- Design identity: One of the most recognizable dials in watchmaking
| Specification | Details |
| Case Sizes | 41mm, 43mm, 46mm |
| Movement Type | Automatic (B01 in-house) or automatic COSC-certified |
| Water Resistance | 30 meters (3 ATM) |
| Key Features | Slide rule bezel, chronograph, aviation heritage |
| Average Sale Price | Approximately $5,250 |
Breitling Superocean
The Superocean comes in second with just under 22% of sales. Sizes range from 36mm to 46mm, so there’s a lot of versatility. The Heritage derivatives provide a vintage look while the regular watches provide more tool watch functionality at more affordable prices.
- Average selling price: $3,775
- Case sizes: 36mm to 46mm
- Water resistance: 200m to 2000m depending on the model.
Breitling Chronomat
The third in sales, with roughly 10% of brand sales, is the Chronomat. The integrated bracelet and sportier chronograph layout give it a much different feel than the busier dial of the Navitimer. People buying this watch appreciate its classic chornograph functionality and bold bracelet.
- Average sale price: $5,030
- Case sizes: 32mm to 44mm (28mm ladies)
- Water resistance: 100m-200m
Most Popular Cartier Watches of 2025
Cartier made up a meaningful share of 2025 transactions, with its classic dress watches driving most of the demand. It’s a luxury jewelry house with an average sale price of around $5,785. Cartier is unique among the brands on our list because its appeal comes primarily from its elegant case shapes and timeless aesthetics, not tool-heavy design codes.
Cartier Tank (Most Popular Cartier Watch Family of 2025)
Sales of the Tank family of watches represent the largest share of Cartier sales, at around 33% volume. The family includes the Tank Francaise, Tank Solo, Tank Must, as well as the classical Tank references. The Tank was introduced in 1917 and the rectangular case is one of the most copied in watch history. Its continued popularity as a bestseller indicates a timepiece design that is “outside the realm of fashion”.
- Design longevity: Over a century of continuous production
- Gender-neutral appeal: Equally popular with men and women
- Wearability: Slim profile fits under any cuff
| Specification | Details |
| Case Sizes | Mini, Small, Medium, Large, Extra Large (varies by variant) |
| Movement Type | Quartz or automatic depending on model |
| Water Resistance | 30 meters (3 ATM) typical |
| Key Features | Rectangular case, Roman numerals, blue cabochon crown |
| Average Sale Price | Approximately $4,790 |
Cartier Santos
In second place we have the Santos, with just under 26% of Cartier sales. This collection was designed in 1904 for aviator Alberto Santos-Dumont, which makes it one of the very first modern wristwatches for men. The square case with visible screws is much sportier than the Tank, and the Quickswitch bracelet system is practical for everyday wear.
- Average sale price: $6,810
- Water resistance: 100m
Cartier Ballon Bleu
At number three, with 11% of the brand’s sales, is the Ballon Bleu. Cartier released the collection in 2007, giving it a rounded case and a unique integrated crown guard. This collection appeals to people on the hunt for a modern Cartier watch.
- Average sale price: $6,360
- Case sizes: 28mm to 42mm
- Water resistance: 30m
OMEGA’s Most Popular Watches of 2025
OMEGA had the largest transaction volume of the four brands in 2025, driven in large part by the ongoing popularity of the Seamaster family. The brand’s dive watches are, of course, a core part of the OMEGA identity. With an average retail price of approximately $5,410, OMEGA has notable value within the Swiss luxury segment.
OMEGA Seamaster Diver 300M (Most Popular OMEGA Watch of 2025)
OMEGA’s sales leader was the Seamaster Diver 300M, which accounted for about 15% of the brand’s volume. Most know the Diver 300Mas the “James Bond watch” after becoming associated with the movie franchise in 1995. The Diver 300M is a legitimate dive watch, featuring a helium escape valve, ceramic bezel on newer models and 300 meters of water resistance.
- Technical credibility: Co-Axial movement and Master Chronometer certification
- Versatility: Wave dial adds visual interest without compromising legibility
- Cultural relevance: Ongoing Bond association keeps the model in the spotlight
| Specification | Details |
| Case Size | 42mm |
| Movement Type | Automatic Co-Axial Master Chronometer |
| Water Resistance | 300 meters |
| Key Features | Ceramic bezel, helium escape valve, wave dial |
| Average Sale Price | Approximately $5,120 |
OMEGA Seamaster Aqua Terra
In second place was the Aqua Terra, which made up about 13.5% of OMEGA sales. The Aqua Terra is a something of a dress-sport crossover. It looks great at the office, yet has substantial water resistance of up to 150 meters. A teak-pattern dial conjures images of yacht decking and adds texture to the watch. Many OMEGA owners purchase the Aqua Terra as a one-watch solution.
- Average sale price: $5,150
- Case sizes: 34mm, 38mm, 41mm
- Water resistance: 150m
OMEGA Speedmaster Moonwatch Professional
The Moonwatch finished third at roughly 11% of OMEGA sales, and was the top-selling variant of the Speedmaster. Its historical significance as the first watch worn on the lunar surface (NASA certification) is unsurpassed. Hesalite crystal and manual-wind movement have remained largely unchanged from the Apollo-era watches, although OMEGA also makes other variants with upgraded sapphire.
- Average sale price: $6,895
- Case size: 42mm
- Special features: Hesalite crystal, tachymeter bezel, manual-wind Caliber 3861
Tudor’s Most Popular Watches of 2025
Tudor had a strong showing in 2025 sales, mainly because of the Black Bay family’s massive success. Also, with an average sale price of about $3,840, Tudor is the most affordable of the four brands, which fits its focus on value.
Tudor Black Bay (Most Popular Luxury Watch of 2025 Overall)
The Tudor Black Bay was the single best-selling luxury watch family of 2025, far outpacing every other model family across the four brands. The collection includes the standard Black Bay, Black Bay 68, Black Bay 58, Black Bay 54, Black Bay One, Black Bay Pro, Black Bay GMT, Black Bay Chrono, and Black Bay Bronze, all grouped together at the family level. (By contrast, OMEGA’s collection had to be evaluated by subcollection.) Its popularity comes from its vintage-inspired design, in-house movement, and a price that is lower than similar watches.
Average sale prices rose by about 13% from Q1 to Q4, showing that buyers are more willing to pay for what is now the go-to entry into serious mechanical watches.
- Sales dominance: More than double the market share of any competitor
- Default luxury sports watch: Proven design at an accessible entry point
- Value proposition: In-house MT5602 movement typically found in watches costing twice as much
| Specification | Details |
| Case Sizes | 31mm – 43mm (varies by variant) |
| Movement Type | Automatic in-house MT5602 (COSC-certified) |
| Water Resistance | 200 meters |
| Key Features | Snowflake hands, domed crystal, 70-hour power reserve |
| Average Sale Price | Approximately $3,820 |
Tudor Pelagos
Coming in second place for just under 17% of Tudor sales is the Pelagos, specifically the Pelagos 42. Made from titanium and water-resistant to 500 meters, it was designed for the serious diver and tool watch aficionado. Its self-adjusting clasp, to accommodate wetsuit thickness is a feature often not seen outside of professional dive watches.
- Average sale price: $4,060
- Case size: 42mm
- Water resistance: 500m
What the Most Popular Luxury Watches of 2025 Reveal About Buyer Trends
The sales data from 2025 points to several patterns that define what buyers actually want from a luxury watch.
- Versatile sports watches outperform dress watches: Models like the Black Bay, Seamaster, and Navitimer succeed because they work across multiple settings.
- Tool watch aesthetics remain dominant: Dive bezels, chronograph subdials, and water resistance continue to drive demand.
- Buyers favor proven collections over novelty: Established families with decades of history outsold newer releases.
- Prices are rising across the board: The roughly 9% increase from Q1 to Q4 indicates sustained demand.
- Popularity is driven by usability: Mid-range models outsold pricier alternatives, indicating buyers prioritize wearability over status.
Why the Most Popular Luxury Watches Matter More Than Ever in 2025
The top-selling watches of 2025 have a few things in common: they’re versatile, have proven designs, and offer good value for the quality. More buyers now want watches they can wear everyday, not just on special occasions. The popularity of sports watches from Tudor and OMEGA, along with steady interest in Cartier classics, shows that the market values substance more than status nowadays.
At Bob’s Watches, we follow these trends to help buyers make smart choices. You can find many of these popular luxury watches in our vast inventory of authentic pre-owned luxury watches.
