Luxury watches are so much more than just timepieces. They are works of art, investment objects, and unique status symbols in equal measure. Unlike mass-produced goods, which are often machine-made, luxury watches are usually produced in small batches and with great attention to detail .
The fascination with expensive watch brands lies in the perfection and history of their products, which make them coveted collector's items . But what truly makes a watch brand a luxury brand? It's the high standards of design, craftsmanship, and tradition that make the difference.
What defines a luxury watch? Excellent craftsmanship, precise technology, and exquisite materials such as gold, platinum, or high-quality leather define a luxury watch. Luxury watches are often produced in small batches, making them much more exclusive than machine-made pieces. The design of luxury watches is often timeless and elegant, while the craftsmanship meets the highest quality standards. Luxury watches also generally have a long lifespan and retain their value or even increase it over time.
In this article we focus on the top 10 luxury watch brands.
1. Rolex
Many watch enthusiasts would probably agree that Rolex is the undisputed king of luxury watch brands – after all, almost everyone knows the name Rolex. But what makes Rolex watches so special? It's quite simple: The unique history and tradition of the brand, founded in 1905, is reflected in every watch. Rolex stands for outstanding quality, precision, and reliability – and has done so for over a century.
Particularly popular models include the following:
| Model |
Approximate price* |
Special features |
|
Rolex Submariner |
8,000 - 10,000 EUR |
Water resistant to 300 m, rotating bezel, robust design |
|
Rolex Daytona |
15,000 - 25,000 EUR |
Chronograph function, tachymeter scale, racing history |
|
Rolex Datejust |
6,000 - 8,000 EUR |
Date complication, Cyclops lens, elegant design |
|
Rolex GMT-Master II |
9,000 - 12,000 EUR |
Dual time zone function, rotating 24-hour bezel |
|
Rolex Explorer |
7,000 - 9,000 EUR |
Robustness, clear readability |
*Prices may vary depending on model, condition and market conditions.
2. Audemars Piguet
Audemars Piguet may not be as well-known as Rolex or Cartier, but it's still quite popular among true watch connoisseurs. On average, the brand's price is significantly higher than Rolex. But what exactly makes Audemars Piguet watches so desirable? In short: These Swiss watches combine innovative Swiss technology, high-quality materials, and an exclusive design .
| Model |
Approximate price* |
Special features |
|
Royal Oak |
20,000 - 50,000 EUR |
Iconic octagonal case, visible screwing, luxury sports watch |
|
Royal Oak Offshore |
25,000 - 60,000 EUR |
Robust design, chronograph function, sportiness |
|
Millennial |
20,000 - 40,000 EUR |
Elliptical case, open dial, sophisticated mechanics |
|
Jules Audemars |
15,000 - 35,000 EUR |
Classic design |
|
Code 11.59 |
25,000 - 50,000 EUR |
Modern design, complex movements, avant-garde style |
*Prices may vary depending on model, condition and market conditions.
3. Patek Philippe
The world's most exquisite and complicated watches ? According to many experts, you'll find them at Patek Philippe, the last Genevan watch manufacturer still family-owned. The brand is world-renowned for its unique complications and the high level of craftsmanship that goes into each timepiece. Particularly coveted models like the Nautilus and the Grand Complications are truly legendary wristwatches and indispensable treasures for watch collectors.
|
Model |
Approximate price* |
Special features |
|
nautilus |
30,000 - 70,000 EUR |
Sporty-elegant design, stainless steel case, icon among sports watches |
|
aquanaut |
20,000 - 50,000 EUR |
Modern look, rubber strap, sporty and robust |
|
Grand Complications |
50,000 - 500,000 EUR |
Highly complex mechanics, minute repeater, perpetual calendar |
|
Calatrava |
20,000 - 40,000 EUR |
Classic design, elegant simplicity, timeless elegance |
|
Gondola |
25,000 - 60,000 EUR |
Art Deco style, rectangular case, luxurious aesthetics |
*Prices may vary depending on model, condition and market conditions.
4. Omega
It's not just watch fans who inevitably associate the moon landing with Omega. The Omega Speedmaster Professional was the first watch on the moon and, for a long time, part of every NASA astronaut's equipment. But that's not all: Omega watches are also renowned for their reliability, functionality, and timeless design. Price-wise, they tend to be on the lower end for luxury watches.
|
Model |
Approximate price* |
Special features |
|
Speedmaster |
4,000 - 8,000 EUR |
Chronograph, moon landing history, iconic design |
|
Seamaster |
3,000 - 7,000 EUR |
Water resistant to 300 m, helium escape valve, robust design |
|
Constellation |
2,500 - 6,000 EUR |
Precision movement, elegant design, Globemaster technology |
|
De Ville |
2,000 - 5,000 EUR |
Classic design, Co-Axial caliber |
|
Aqua Terra |
3,500 - 7,000 EUR |
Sporty-elegant design, high water resistance, robustness |
*Prices may vary depending on model, condition and market conditions.
5. Cartier
If you're drawn to gold-plated and diamond-studded watches , Cartier is the right choice for you. Cartier watches are particularly known for their luxurious design and use of fine materials. Clean lines create a unique aesthetic that sets Cartier watches apart from those of other brands.
|
Model |
Approximate price* |
Special features |
|
Santos de Cartier |
6,000 - 12,000 EUR |
First pilot's watch, rectangular case, sporty and elegant |
|
tank |
5,000 - 10,000 EUR |
Iconic rectangular design inspired by tanks |
|
Blue Balloon |
4,500 - 9,000 EUR |
Round case, elegant and timeless design |
|
Panthere de Cartier |
7,000 - 15,000 EUR |
Luxurious bracelet, fine materials, feminine design |
|
Pasha de Cartier |
6,000 - 13,000 EUR |
Large case, water resistance, distinctive crown protection |
*Prices may vary depending on model, condition and market conditions.
6. Breitling
Breitling is known for its specialization in robust and functional watches for pilots and divers . Accordingly, Breitling watches are not only technically sophisticated but also aesthetically pleasing. This has made them absolute favorites among watch collectors and adventurers in the past.
|
Model |
Approximate price* |
Special features |
|
Navitimer |
5,000 - 10,000 EUR |
Slide rule bezel, chronograph function, pilot's watch |
|
Superocean |
3,500 - 7,000 EUR |
Water resistant to 2000 m, robust design, diving watch |
|
Avenger |
4,000 - 8,000 EUR |
Shock-resistant, precise chronometer, military appearance |
|
Chronomat |
6,000 - 12,000 EUR |
Chronograph, striking bezel, versatile use |
|
Colt |
2,500 - 5,000 EUR |
Sporty design, high functionality, reliable movement |
*Prices may vary depending on model, condition and market conditions.
7. TAG Heuer
This brand places great emphasis on a youthful appeal and uses more modern materials , which sets it apart from other luxury watch brands. For image reasons, TAG Heuer often collaborates with sports stars. Despite this more modern equipment, TAG Heuer watches remain very popular among watch collectors—this is especially true for models like the Carrera or the Monaco with their iconic square case.
|
Model |
Approximate price* |
Special features |
|
Carrera |
3,000 - 6,000 EUR |
Racing history, chronograph, elegant design |
|
Monaco |
4,000 - 8,000 EUR |
Square case, automatic watch, iconic style |
|
Aquaracer |
2,000 - 4,000 EUR |
Water resistant to 300 m, sporty design, diving watch |
|
Formula 1 |
1,500 - 3,500 EUR |
Robust design, motorsport inspiration, chronograph |
|
link |
2,500 - 5,000 EUR |
Elegant and ergonomic design, precise movement |
*Prices may vary depending on model, condition and market conditions.
8. Vacheron Constantin
Vacheron Constantin is one of the oldest watch manufacturers in the world . The Swiss brand was founded in 1755 – almost 300 years ago. To remain dominant in a competitive market for so long certainly requires some unique selling points – and Vacheron Constantin certainly has them. It's the perfect craftsmanship, the use of high-quality materials, and the timeless elegance that make every watch from the brand a masterpiece.
|
Model |
Approximate price* |
Special features |
|
Overseas |
20,000 - 40,000 EUR |
Sporty-elegant design, high wearing comfort, versatile |
|
Patrimony |
15,000 - 30,000 EUR |
Classic design, ultra-slim case, timeless elegance |
|
Traditional |
18,000 - 35,000 EUR |
Manual winding, finest craftsmanship, sophisticated complications |
|
Historiques |
25,000 - 50,000 EUR |
Vintage-inspired design, limited editions, historical accuracy |
|
Égérie |
20,000 - 40,000 EUR |
Feminine design, moon phase complication, diamond setting |
*Prices may vary depending on model, condition and market conditions.
9. Jaeger-LeCoultre
If you're as fascinated by extravagant complications and special features as we are, you should take a look at Jaeger-LeCoultre watches. Particularly coveted models like the Reverso and the Master Ultra Thin are highly prized among watch collectors. The Reverso, for example, has a reversible case, while the Master Ultra Thin is simply timelessly beautiful. Other popular models include the following:
|
Model |
Approximate price* |
Special features |
|
Reverso |
6,000 - 12,000 EUR |
Reversible case, Art Deco design, versatile wearing options |
|
Master Ultra Thin |
8,000 - 15,000 EUR |
Ultra-thin case, classic elegance, precise movement |
|
Polaris |
7,000 - 14,000 EUR |
Sporty-elegant design, diving watch functions, vintage inspiration |
|
Duometer |
20,000 - 40,000 EUR |
Dual-wing mechanism, high precision, sophisticated complications |
|
Rendezvous |
10,000 - 20,000 EUR |
Feminine and elegant, moon phase complication, diamond setting |
*Prices may vary depending on model, condition and market conditions.
10. IWC
Robust and functional watches for pilots and divers are IWC's specialty. The Schaffhausen-based watch manufacturer consistently succeeds in creating precise and reliable watches that also look great.
|
Model |
Approximate price* |
Special features |
|
Portuguese |
8,000 - 15,000 EUR |
Large dial, elegant design, precise movement |
|
Pilot's watch |
5,000 - 10,000 EUR |
Robust design, high readability, military history |
|
Aquatimer |
6,000 - 12,000 EUR |
Water resistant to 2000m, diver's watch, rotating bezel |
|
engineer |
7,000 - 14,000 EUR |
Anti-magnetic housing, sporty-technical design |
|
Da Vinci |
9,000 - 18,000 EUR |
Complications such as perpetual calendar, elegant and refined |
*Prices may vary depending on model, condition and market conditions.
Other well-known luxury watch brands
Of course, there are many other brands on the watch market that have also carved out their own niche. A few standout examples are the following:
- Piaget: Piaget specializes in luxury women's watches and jewelry.
- Panerai: Panerai watches are known for their striking design and robust construction . Originally developed for the Italian Navy, they combine clean lines with technical precision.
- A. Lange & Söhne: This German brand stands for craftsmanship and unique complications .
- Union Glashütte: Union Glashütte is known for precision watches .
- Hublot: Hublot watches are characterized by their modern design and the use of high-tech materials such as carbon and ceramic .
Conclusion
Luxury watches hold a fascination for many people that goes beyond their merit as an investment . The craftsmanship and passion that go into each individual luxury watch are simply incredible.
If you've never looked into how these watches are made, you should definitely do so—and develop your own fascination. If you're considering purchasing a luxury watch, be sure to check out the authenticity and condition of the watch. And feel free to check out our blog .
