What are the Most Popular Luxury Watch Brands?
What luxury watch brands are most in-demand? The luxury watch marketplace is an endless sea of values that rise and fall, but like any sea, this one has its alpha predators. In general, the sports watch segment dominates the luxury watch market, but many dress watches and ones that embrace retro style are rising to the top of the pack.
The most popular watch brands today include brands like Rolex, Omega, Panerai, and many others that have created accurate and intricate complications in the past, present, and will surely create masterpieces in the future.
We’ve created a list of the top 16 most popular watch brands that collectors are most excited about in 2022:
1. Rolex
2. Omega
3. Breitling
4. IWC
5. Panerai
6. Patek Philippe
7. Audemars Piguet
8. Vacheron Constantin
9. Grand Seiko
10. H. Moser & Cie
11. Jaeger-LeCoultre
12. Tudor
13. A. Lange & Sohne
14. Cartier
15. De Bethune
16. F.P. Journe
1. Rolex
Rolex is a natural answer to the question of which brands are most in demand. As one of the few luxury watch brand names that transcend the collector hobby, Rolex has a magnetic pull that creates demand from folks who ordinarily would not seek luxury timepieces. No other brand benefits so greatly from the strength of its brand name, and no other brand is able to pull members of the non-enthusiast population into competition for its annual production.
And Rolex’s annual production always falls short of demand. Like DeBeers at its peak, Rolex has an uncanny ability to judge the market appetite for its products… and offer just slightly less than enough to satiate that hunger. In other words, Rolex’s phenomenal annual output of 800,000-1,000,000 timepieces leaves a certain amount of unfulfilled demand. Many brands building a quarter of that many watches end the year with a surplus of inventory; this is why the demand for Rolex watches remains head and shoulders above that of Rolex’s competitors.
Unique Features & Innovations
Technical innovation is one of the cornerstones of the Rolex brand. Rolex was the first wristwatch to get the Swiss Certificate of Chronometric Precision, and then later a Class A Precision Certificate that is typically reserved only for marine chronometers. With these certifications, customers who valued accuracy in their timepiece took notice of the brand and the rest, as they say, is history.
In addition to their technological advances, Rolex has also remained steadfast in design. Their aesthetic has survived the test of time and fashion and, as the look of vintage and retro timepieces has become fashionable again, the unchanging style of Rolex has once again made the brand synonymous with quality wristwatches.
Price Range: $3,000 to $100,000+ USD
Most Popular Rolex Watch: Submariner Date, ref. 16613
Due to the insatiable demand for new Rolex watches, the pre-owned market for Rolex timepieces is unusually large and robust. Browse our Rolex inventory, and collections like the Datejust, Oyster Perpetual, and Yacht-Master, to add a Rolex to your collection.
2. Omega
While Rolex is the indisputable leader of wristwatch marketplace demand, Omega offers a compelling alternative and a reliable base of buyers. Omega’s own recognition, history, selection, and iconic – enduring – models make it a highly sought-after luxury wristwatch. Furthermore, Omega’s marketplace is improved by the fact that the company’s two most celebrated models, the Speedmaster Professional Moonwatch chronograph and Seamaster dive watch family, are the type of sports watches that watch collector markets crave.
Since its inception in 1957, the Speedmaster family has branched out to include special editions – many dedicated to specific milestones in space travel – and an expanded family of automatic winding, motorsports-inspired, and historic tribute models.
Collectors also love the Seamaster due to more selection in terms of case size, metal, complications, and technology. The Seamaster family includes the versatile Aqua Terra line (a surf/turf watch that can swim or dress up), the affordable Professional 300M family (known as the “Bond”… more on that momentarily), and the deluxe Planet Ocean series.
Unique Features & Innovations
Omega has one galaxy-sized bragging right over Rolex and any other watch brand: They are the official watch of NASA. For astronauts, and those who lament that career path not taken, the Omega Speedmaster Professional “Moonwatch” is a sought-after addition to any collection.
Back on Earth, Omega stole the spotlight from Rolex in action cinema—or at least in James Bond films. For thirty years Rolex adorned the wrist of James Bond, but since 1995 the Omega Seamaster has accompanied the special agent on his many perilous missions.
Price Range: $6,000 to $60,000+ USD
Most Popular Omega Watch: Seamaster Aqua Terra, ref. 220.10.43.22.03.001
Interested in one of Omega’s masterpieces? In addition to the Speedmaster and Seamaster collections, Omega also has the Constellation collection—a watch better suited to dress events— and the De Ville collection for formal occasions.
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3. Breitling Watches
Unlike Rolex and Omega, Breitling was not an international mega-brand during the 1950s, 60s, 70s, and 80s. Breitling’s comparatively recent emergence in the mainstream consciousness and occasional overproduction help to explain why Breitling doesn’t quite equal the brand equity of Rolex or Omega. This results in relatively lower secondary market values for Breitling watches.
Nevertheless, Breitling has both a historic and modern tradition of building robust sports watches. This fact plays to the brand’s advantage in a luxury watch marketplace that overwhelmingly favors steel sports watches. Historically, Breitling has been a purveyor of pilot’s timepieces, but it has built a formidable modern line of popular dive watches to challenge Rolex and Omega.
Unique Features & Innovations
One of the most notable features with Breitling is their highly accurate chronographs, which offer readings across the globe simultaneously. In 2017 they streamlined their collections as well, sorting collections into one of three categories— air, sea, and land. Breitling, especially in recent years, has become an in-demand brand and cultivated a following with both sport watch collectors and also those that prioritize style.
Price Range: $2,500 to $200,000+ USD
Most Popular Breitling Watch: Superocean Heritage “57 Limited Edition, ref. A103701A1B1A1
Explore Breitling’s themed collections—Superocean Heritage and Superocean for the sea, Chronomat and Premier for a land theme, and finally the Aviator, Avenger, and Navitimer collections for aerial interests.
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4. IWC Watches
Like Breitling, IWC of Schaffhausen, Switzerland is a historically smaller brand than Omega and Rolex, and one that has entered the mainstream collector scene since the 1990s. IWC’s production is more varied than that of our prior three brands due to a larger price spread and more styles offered. However, IWC stands among the most in-demand brands on the strength of its commercial core of Pilot watches, Aquatimer dive models, and Portuguese dress watches.
While most of IWC’s brand recognition comes from their historically inspired watches, they are one of the few mainstream luxury watch brands to derive significant name recognition and consumer demand from a dress watch: the Portuguese. As the original “oversized watch,” the 1939-present Portuguese was a pioneer that anticipated modern taste for larger watches by a matter of decades. While the watch found few buyers during its first half-century, it became an offbeat icon of its brand and emerged as a mainstream sensation within IWC’s 1993 125th anniversary collection.
Unique Features & Innovations
One of the unique features of this brand is their notoriety for the Portuguese dress watch. Alternately called the “Portuguese,” or “Portugeiser” in Schaffhausen’s native German, this collection is a rare example of a dress watch that drives significant market demand for a majority sports watch manufacturer. Additionally, historic and utilitarian tribute watches such as those of the Pilot’s family appear to embody real history, authenticity, and enduring appeal.
Price Range: $4,000 to 45,000+ USD
Most Popular IWC Watch: Portugieser Annual Calendar, ref. IW5035-10
Love the historical look of IWC watches? Explore IWC Pilot’s watches, their flagship collection, as well as popular collections such as the Aquatimer and their very popular Portugieser line.
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5. Panerai Watches
While its absolute volume is small alongside the likes of mainstream Rolex, Omega, and even Breilting, Officine Panerai – commonly known as “Panerai” for short – has been a model of sustained demand since shortly after its civilian market debut in the early 1990s.
And that is a key to understanding the watch collector’s appetite for Panerai; its military history commands attention and respect among those who love history and sports watches. Although some form of Panerai has been engaged in the watch business since the 1860s and offered wristwatch models to the Italian Navy from 1936 through the 1980s, the modern wristwatch brand has existed in the civilian luxury space only since 1993. Since 1997, the Panerai brand has been owned by Swiss luxury major Compagnie Financière Richemont SA, a holding firm for many luxury watch firms.
Today, Panerai can be found on celebrity wrists all over the world— particularly watches from the Radiomir collection, Panerai’s flagship model line.
Unique Features & Innovations
Panerai is known for their Special Series, which is a collection of one-year-only editions. Aside from the exclusivity of their Special Series, they also offer special case metals such as tantalum, ceramic, and bronze have been built; unique complications such as regatta timers have featured; and historic tributes such as the monstrous PAM 341 “Grand Egiziano” chronograph. The Panerai brand is also recognized for historically inspired models, and their elaborate boxed set accessories have become the subject of intense interest from watch collectors.
Price Range: $3,000 to $300,000 USD
Most Popular Panerai Watch:Luminor Marina PAM 456, ref. PAM00456
For collectors seeking rarity and the utilitarian look in a luxury wristwatch, Panerai watches are a great choice. Explore the Luminor, Radiomir, or Mare Nostrum collections, or browse all of The 1916 Company’s pre-owned luxury Panerai watches.
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6. Patek Philippe
It would be nearly impossible to exclude Patek Philippe from the list of most popular luxury watch brands—the name alone has become synonymous with Swiss luxury watches. Since 1839, Patek Philippe has been paying homage to traditional Genevan watchmaking as the oldest family-owned independent watch manufacturer in Geneva. Because of this, they have total control over their creative designs and technical innovations—subsequently attracting avid collectors to get their hands on one of the finest timepieces in the world.
Perhaps another reason why they’re so beloved is that collectors believe they have produced less than one million watches since their debut in 1839. In reality, that’s not a lot of watches, and the scarcity alone stimulates some serious attention.
Unique Features & Innovations
Many experts agree that Patek Philippe is known for creating some of the best timepieces to ever exist, in part because each piece is finished by hand and no detail is left untouched. While they are recognized for their ode to tradition, Patek Philippe also has a future-focused mindset, pushing the boundaries and investing in new high-tech innovations.
Price Range: $20,000 to $1,000,000+ USD
Most Popular Patek Philippe Watch: Grand Complications Perpetual Calendar, ref. 5040R-016
If you would like to add one of these rare masterpieces to your collection, consider a timepiece from one of their most popular collections, such as the Nautilus, specifically ref. 5711, the Aquanaut, and the Complications suite.
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7. Audemars Piguet
Joining the ranks of high horology’s “Holy Trinity,” Audemars Piguet is a Swiss brand with an extraordinary reputation that spans over 140 years. Today, they are the largest Swiss watchmaking brand that’s still owned and guided by members of the original founding families.
In 1972, when Audemars Piguet released the first stainless steel sports watch to be marketed as a luxury timepiece, the Royal Oak, they brought themselves to the forefront of every collector’s conversations. By combining style and durability, they seemed to have achieved something that was never done before. Since then, the model has become the brand’s flagship watch and is highly sought after by men and women.
Unique Features & Innovations
Audemars Piguet is known for its complications, artisanal finishes, and the production of iconic models (like the Royal Oak). While perhaps not a household name like Rolex, they do offer a sense of exclusivity for serious collectors who revel in rarity.
Price Range: $17,000 USD to 178,000 USD
Most Popular Audemars Piguet Watch: Royal Oak 15500ST.OO.1220ST.04
For those who cherish independence, creativity, and pure artistry, an Audemars Piguet is undeniably one of the best luxury watch brands you could buy. Other top-selling collections from this brand include the Jules Audemars and the Royal Oak Offshore.
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8. Vacheron Constantin
Speaking of the Swiss Holy Trinity of high horology, Vacheron Constantin must make the list. Founded in 1755, it is easily one of the most established luxury watch brands and the world’s oldest continuously operating watchmaker.
One of the many reasons collectors are attracted to Vacheron Constantin is the brand’s exclusivity—they produce a very limited number of pieces each year, guaranteeing an uncompromising level of detail that goes into the creation of each watch. Finished with the symbolic and elite Hallmark of Geneva seal, owning one means that you have really “made it” as a collector.
Unique Features & Innovations
250 years after the company was founded they are still at the forefront of technical horology and innovation. Vacheron Constantin is known for creating extremely complicated timepieces with an unrivaled level of hand-finishing. Collectors consider these watches to be aesthetic masterpieces and poised at the pinnacle of Haute Horlogerie.
Price Range: $20,000 USD to $70,000 USD
Most Popular Vacheron Constantin Watch:Overseas 49150/B01A-9097
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Interested in a watch from Vacheron? Explore their top collections like the Overseas, Patrimony, and Historiques. With a history as robust as theirs, you’re bound to find a pre-owned limited edition that no one else has.
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9. Grand Seiko
A new company compared to other watchmakers, Grand Sieko has been dedicated to creating quality timepieces ever since. The first Grand Seiko was created in Suwa Seikosha, Japan, in 1960 and was accurate within +12 to -3 seconds. It also featured an impressive 45 hour power reserve.
Over the years Grand Seiko has continued to advance with calendar functions and chronographs, and both quartz and automatic movements. They also create luxury wristwatches for women with the same level of attention to detail and commitment to accuracy.
Unique Features & Innovations
1 long or 2 short paragraph With their debut in 1960, Grand Seiko did something that not all Swiss watchmakers are able to accomplish: they were compliant with the Contrôle Officiel Suisse des Chronomètres (COSC)— the Official Swiss Chronometer Testing Institute.
Design wise, the Grand Seiko brand is best known for their multi-faceted indexes and hands, highly polished surfaces, and unique artisan dials, like their most popular one, the Snowflake dial, or the Silken Sunray dial.
Price Range: $5,000 to $10,000 USD
Most Popular Grand Seiko Watch: Elegance Collection Spring Drive “Snowflake” ref. SBGA407
Explore Grand Seiko collections, such as the Masterpiece, Elegance, or Sport collections, and see which one of these exquisite choices would look best in your collection.
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10. H. Moser & Cie
Founded by Swiss watchmaker Heinrich Moser, H. Moser & Cie originally started in St. Petersburg, Russia, before Moser later returned to Switzerland in 1848 to continue his business. His watches graced the wrists of Russian royalty and the Russian Imperial Court at the time.
While the H. Moser & Cie brand has seen many changes over the years, they have consistently created timepieces with beautiful style and even award-winning complications. In 2006 for example, the Perpetual Calendar (such as the Grand Complications Perpetual Calendar Chronograph, ref. 5270G-001) watch won an award for its complication at the Grand Prix d’Horlogerie de Genève.
Unique Features & Innovations
Heinrich Moser was more than a watchmaker. He designed and built a hydro-mechanical dam in his home city of Schaffhausen, which provided energy for manufacturing. It isn’t surprising, given that both hydro-mechanical dams and automatic watches use the kinetic energy produced by motion to generate power.
Price Range: $12,000 to $100,000+ USD
Most Popular H. Moser & Cie Watch: Endeavour Cylindrical Tourbillon, ref. 1810-1200
With selections like the Endeavor series, Pioneer models, and the beautiful Venture collection, collectors with an eye for quality and artistic expression won’t be disappointed. Explore our inventory of H. Moser & Cie watches for your next collectible.
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11. Jaeger-LeCoultre
The company was founded by Antione LeCoulture and began in the Vallée de Joux—a must-see for watch enthusiasts and those who want to visit a region rich with natural beauty. Before Antione was 30, he invented a pinion cutting machine; a few years later in 1833, Jaeger-LeCoultre was born. With a mastermind as its founder, and its beginnings in arguably the watch capital of the world, Jaeger-LeCoultre was quick to make a name.
Over the span of its nearly 200 year lifetime, the company has repeatedly created innovations in watchmaking. The result has been over 200 patents, 1,000+ unique calibers, and a distinct style that any discerning watch collector will recognize instantly.
Unique Features & Innovations
There are almost too many innovations to count with this high-end luxury watchmaker. But, a few of the most notable ones include the invention of the keyless winding mechanism in 1844, and in 1904, Jaeger-LeCoultre released the thinnest mechanical movement of the time. The watch company also created the Atmos clock, which uses temperature to power the machine, and aesthetically, the watch company is known for the Reverso—a unique Art Deco watch with a distinct swivel case.
Price Range: $5,000 to $90,000+ USD
Most Popular Jaeger-LeCoultre Watch: Reverso Tribute Small Seconds, ref. Q397846J
This unique and innovative brand has been transforming the watch industry for almost 200 years, and there’s no sign that that will change. Adding one of these luxury watches to your collection is an investment. Explore Jaeger-LeCoultre collections like Reverso, Geophysic, and Heraion today.
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12. Tudor
Introduced in 1946, the Tudor brand is closely associated with Rolex as an offshoot of the watchmaking giant. With unique and different designs, Tudor watches were for a different consumer but had the same quality that watch wearers could expect from the Rolex brand. Tudor and Rolex even go as far as to share names, such as the Tudor (and Rolex) Oyster, or the Subarminer.
In the past the Tudor brand has experienced ups and downs with periods of reduced selling and demands in markets such as the United Kingdom and Americas. For a period of years Tudoro watches weren’t sold in those areas, but they were reintroduced to America in 2013 and the U.K. in 2014. Since then, Tudor has grown in popularity because of the quality of the watches, quality Swiss design, and value.
Unique Features & Innovations
There are numerous reasons that Tudor stands out from its bigger cousin, Rolex. Many women enjoy the design of their watches because they blend the functionality and aesthetics of more masculine watches, like those in the Glamour collection, into a feminine watch that’s easy to read and visually appealing. Additionally, their Heritage line is a nod towards the brand’s vintage favorites, but with a modern twist. Rather than “reinventing the wheel” Tudor simply updated it to create an endearing and unique collection.
Price Range: $1,000 to $30,000+ USD
Most Popular Tudor Watch: Heritage Black Bay GMT, ref. M79830RB
Tudor watches are beautiful and, unlike many other luxury watch brands, they are more obtainable to the public as a whole. For pieces with more complications, browse the Grantour or Fast Rider collections. If you prefer a watch that has an authentic vintage look, the 1926 collection is ideal for both men and women.
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13. A. Lange & Sohne
An example of true resilience, A. Lange & Sohne is the embodiment of the mythical phoenix. The last night of World War II in Europe proved to be a disaster for the company as a bomb destroyed the main production building of the company. Following that, the A. Lange & Sohne brand vanished altogether when Germany was fractured and Glashütte, the company’s location and Walter Lange’s hometown, fell under communist control.
This changed with the fall of the Berlin Wall. Walter Lange saw it as a chance to resurrect his family’s business and continue the Lange legacy. And, he did an astounding job at it. Today, A. Lange & Sohne stores and watches can be found the world over, each one crafted with extraordinary attention to detail and the highest quality materials.
Unique Features & Innovations
Aside from their story of resilience, another distinct feature of A. Lange & Sohne watches is their distinct style and ingenuity. The three-quarter plate and hand-carved cock alone mean that collectors do not have to ask who made the piece and that there isn’t another watch in the world like it. Aside from a beautiful design, A. Lange & Sohne watches have a classic screw balance, which adjustments to minor imbalances a simpler task, and the blue steel hands of the power reserve indicator make the dial more legible.
Price Range: $18,000 to $300,000+ USD
Most Popular A. Lange & Sohne Watch: Lange 1 101.032, ref. 101.021
The A. Lange & Sohne stands for more than high-quality watchmaking. As a company, they embody ambition, courage, and resilience both as a legacy of Ferdinand Adolph Lange, and their own perseverance to rise once again. Explore the Saxonia, 1815, or the Richard Lange collections today for your next A. Lange & Sohne.
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14. Cartier
Louis-Francois Cartier founded the Cartier brand in 1847. His customers were the elite who wanted timepieces that were extravagant and beautiful. Cartier catered to them as he built his brand and, by the early 1900’s, they had a fresh outlook and expanded their customer base to include men’s watches and the distinct Santos collection.
As the company grew, a partnership was formed with Edmond Jaegar— of Jaegar-LeCoultre— and the brand achieved a status reserved for only the most notable brands: emulation. Imitations created by other companies began filling the watch market, necessitating reference numbers. Since the early 1900’s, Cartier has grown into a brand that is synonymous with quality and luxury.
Unique Features & Innovations
Cartier is known first and foremost for creating luxurious jewelry and watches. While their materials are high quality and the mechanics of Cartier watches are reliable, they are most known for creating timepieces that make a powerful statement as a dress watch. For example, watches in the Pasha collection have a distinct elegance for men and women alike.
Price Range: $2,500 to $50,000+ USD
Most Popular Cartier Watch: Tank MC, ref. W5330002
While dress watches are Cartier’s specialty, collections like Calibre de Cartier are examples of casual luxury watches that Cartier has produced. Explore The 1916 Company’s Cartier watches for classic and contemporary styles, or something more modern.
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15. De Bethune
A very young watch company, De Bethune began in 2002 when Denis Flagollet, the latest in a line of watchmakers, and David Zanetta, a connoisseur of watches (among other things) created a company that blended innovation and skill with design. Unlike other watchmakers, De Bethune takes a different approach and has a different mindset from other watchmakers.
As a company, they invest in research and development. They use modern technology, while also keeping the spirit of master watchmakers from the past, to create unique luxury watches. Many collectors and experts feel that De Bethune has laid, and is still laying, the foundations of modern horology for years to come.
Unique Features & Innovations
The purpose of De Bethune as a company seems to be to create innovations and be pioneers in horology. But, one extraordinary feature of De Bethune is actually one of their timepieces: The DB28 Kind of Blue Tourbillion Météorite. This luxury wristwatch is otherworldly— literally. The dial is made from a fragment of a meteorite that landed in Argentina over 4,000 years ago.
Price Range: $64,000 to $150,000+ USD
Most Popular De Bethune Watch: DB25 Perpetual Calendar, ref. DB25QPAWS1
The perfect blend of technology, tradition, and artistic design, De Bethune produces true works of art that look beautiful in any collection. Explore the DB28 collection for dazzling craftsmanship, or the uniques style of the DB26 collection.
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16. F.P. Journe
Founded in 1999 by François-Paul Journe, the F. P. Journe brand only produces about 800 watches per year. But, the reason is due to the attention to detail and precision this high-end luxury watchmaker gives each watch it produces. The brand’s motto is Invenit et Fecit, “He invented it and made it” and the brand supports this by owning the creation process from start to finish.
In the short time since the company, legally named Montres Journe SA, was founded, F.P. Journe has won multiple awards, including the Aiguille d’Or grand prize at the Grand Prix d’Horlogerie in 2004, 2006, and again in 2008—an accomplishment no other watchmaker can claim—as well as four category prices in the Grand Prix d’Horlogerie spanning 2002 to 2010.
Unique Features & Innovations
Aside from the impressive list of awards that F.P. Journe has earned, their entire operation is still based in Geneva, Switzerland. Everything from their headquarters to their exhibition space, which occupies a converted gaslamp factory, is housed in the horology capital of the world. Among its accomplishments, F.P Journe also invented new systems like the resonance chronometer, to improve on the design and create unique timepieces.
Price Range: $39,000 to $400,000+ USD
Most Popular F.P. Journe Watch: Linesport Centigraphe CT2 RG, ref. CT G 44 B GR
P.F. Journe watches are distinctly unique and exquisite examples of craftsmanship in watchmaking. For watches that are exclusive, the Limited collection has a diverse selection and the Boutique collection’s distinctly artistic dress watches are masterpieces. Finally, the Brass collection is an original take on two-tone watches that few other watchmakers have experienced success with.
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Article updated March 30, 2022