In the world of opulence, where every second is highly valuable, a timepiece transcends the ordinary and becomes an emblem of prestige and craftsmanship. Join us on an exquisite journey through horological history as we unveil the crème de la crème, the epitome of watchmaking excellence – the Best 10 Watch Brands of All Time.
Number 10: TAG Heuer
Once recognized solely as Heuer, TAG Heuer has established itself as a premier creator of legendary motorsport timepieces. Among its notable creations are the Autavia, Monaco, and Carrera, each a symbol of precision and innovation in the world of watches. Despite its evolution from Heuer, the brand has retained a strong connection to its sporting heritage, evident in its diverse and extensive portfolio.
TAG Heuer's commitment to motorsport-inspired designs has transcended the confines of classic racing timepieces. The brand's offerings now span a wide spectrum, showcasing a comprehensive collection that caters to various tastes while staying true to its sporting roots. With entry prices from $1,9000 USD, the renowned TAG Heuer Formula 1 and the TAG Heuer Aquaracer stand out as popular choices, especially among those entering the world of luxury timepieces.
Number 9: IWC – International Watch Company
Recall the controversial advertising era of IWC? Those ads with the headline, "Almost as complicated as a woman. Except it's on time." Opinions aside, those campaigns undeniably stirred conversations and heightened brand visibility. Although IWC has moved beyond its provocative advertising phase, the excellence of its timepieces endures. IWC's collection includes the versatile Ingenieur, a creation by the renowned Gérald Genta, offering a superb all-around watch. Aviation enthusiasts are captivated by the IWC Pilot's Watch, while those in search of a sophisticated dress watch find perfection in the IWC Portofino or IWC Portugieser. Despite the controversies of the past, IWC has managed to preserve its reputation for crafting top-tier timepieces that cater to diverse preferences and styles. Despite some IWC watches being available with rather reasonable starting prices near $5,000 USD, the company offers an impressive selection of higher-end luxury timepieces approaching and exceeding six figures.
Number 8: Cartier
Renowned predominantly for its exquisite jewelry, Cartier stands as a Parisian luxury brand that has also left an indelible mark in the realm of iconic timepieces. Among its noteworthy creations, the Cartier Tank and Cartier Santos hold a special place. The Cartier Tank, with its timeless design, and the Cartier Santos, recognized as the world's inaugural pilot's watch dating back to 1904, exemplify the brand's commitment to horological excellence. Despite the Cartier Santos maintaining its classic appearance since its public introduction in 1911, the Maison has seamlessly blended tradition with modernity. Noteworthy updates, such as the introduction of a quick-change system for the bracelet and links, showcase Cartier's dedication to enhancing functionality while preserving the watch's enduring aesthetics. This harmonious balance between tradition and innovation is a characteristic that distinguishes and captivates admirers of Cartier's craftsmanship. Santos De Cartier collection watches range from $4,000 USD to nearly $42,000 USD.
Number 7: Jaeger-LeCoultre
Jaeger-LeCoultre has earned its reputation as the "watchmaker's watchmaker," celebrated not only for its exceptional timepieces but also for the precision of its calibers. Despite this recognition, Jaeger-LeCoultre's own collection stands out as some of the finest in the industry. While the iconic Jaeger-LeCoultre Reverso remains a flagship, other models like the JLC Ultra Thin Moon exhibit equally impressive craftsmanship. The Jaeger-LeCoultre Polaris caters to sports watch enthusiasts, introducing an element of intrigue to the brand's diverse portfolio. Recognized for its innovation and dedication to horological excellence, Jaeger-LeCoultre's watches are a testament to the brand's commitment to both tradition and ingenuity, solidifying its standing as a respected name in the world of luxury timepieces. Understandably, one must anticipate a premium for these exquisitely engineered hand-crafted works of art and function. The ever popular Reverso collection has modest price points starting at $7,000 USD. However, anyone interested in owning more refined collection components should be prepared for a 6 to 7 figure investment.
Number 6: Audemars Piguet
In the tumultuous era of the quartz crisis in 1972, a period when steel watches were primarily viewed as pragmatic instruments, Audemars Piguet defied expectations. Collaborating with the renowned designer Gérald Genta, the luxury brand introduced a groundbreaking creation: the first-ever luxury timepiece crafted from steel. The unveiling of the Audemars Piguet Royal Oak not only marked a pivotal moment in horological history but also laid the foundation for the revered models we cherish today.
The Audemars Piguet Code 11.59 collection boasts noteworthy pieces deserving of admiration. While the brand's primary focus lies in its iconic Royal Oak series, enthusiasts can find elements of innovation and craftsmanship within the Code 11.59 collection, showcasing Audemars Piguet's commitment to pushing boundaries and maintaining a legacy of exceptional timepieces. AP has a significantly steeper entry point compared to other watchmakers on our list thus far. Their entry-level timepieces come in the $20,000 USD to $30,000+ USD range while higher-end models easily exceed six figures.
Number 5: Breitling
Breitling presents a diverse array of iconic timepieces, with standout models such as the Breitling Avenger and Breitling Chronomat renowned for their distinctive design and significant presence in the realm of luxury watches. Characterized by expansive diameters and robust tool watch aesthetics, Breitling has carved a niche for itself. Despite this, the brand also features smaller watches within its collection, showcasing a versatile approach to timekeeping. The Breitling Navitimer stands as one of the most iconic watches in the brand's portfolio, celebrated for its timeless design and enduring popularity. On the other hand, the Breitling Superocean caters to diving enthusiasts, offering a compelling choice in the realm of dive watches. Breitling's commitment to providing a wide range of watches, both in terms of size and purpose, ensures that enthusiasts can find a timepiece that aligns with their preferences, whether it be a robust tool watch or a classic and iconic piece like the Navitimer. Despite Breitling having produced fine timepieces since 1884 their entry point is actually quite low, from $3,400 USD. However, the Premier B21 Chronograph Tourbillon 42 Willy Breitling comes with a significantly heftier price tag ($71,000 USD).
Number 4: Vacheron Constantin
At Vacheron Constantin, a profound sense of tradition resonates throughout its heritage. Established in 1755, the manufacturer proudly identifies itself as the world's oldest watchmaker, a testament to centuries of craftsmanship and horological expertise. Among its distinguished models, the Patrimony and Overseas stand out as exemplars of the brand's renowned artistry and precision. The Patrimony and Overseas have earned acclaim as two of Vacheron Constantin's most recognized and cherished timepieces. While the former epitomizes a timeless elegance, the latter has garnered a devoted fan base, emerging as a favorite in recent years. Vacheron Constantin's commitment to honoring its rich legacy is evident in the meticulous craftsmanship displayed in these models, encapsulating the essence of enduring tradition. As a vanguard in the world of watchmaking, Vacheron Constantin continues to weave its narrative, blending historical significance with contemporary excellence. The Patrimony and Overseas models, each with its unique appeal, stand as living testaments to the brand's unwavering dedication to horological mastery and timeless sophistication. Aside from boasting as the world's oldest watchmaker, Vacheron Constantin offers truly unique and innovative designs for those with the means to acquire them. For example, timepieces from their Métiers d’Art Tribute to Great Civilisations collection require investments north of $200,000 USD. Luckily, one may own a luxury timekeeping instrument from this historic and world renowned watchmaker for a much lower entry point of just under $25,000 USD.
Number 3: Patek Philippe
It's a safe bet that few watch enthusiasts haven't harbored dreams of possessing a Patek Philippe. Differing from Audemars Piguet, this esteemed watchmaker boasts a more extensive range of models. While the Patek Philippe Nautilus claims the pinnacle of fame within the brand, the Calatrava and Grand Complications collections command a considerable fan base. Yet, in my perspective, the most captivating timepiece in Patek Philippe's portfolio is the Aquanaut. Introduced in 1997, the Aquanaut lacks the extensive history of the Nautilus, but it has swiftly ascended to iconic status. The allure of Patek Philippe lies not only in the widespread recognition of its models but also in the brand's ability to cater to diverse preferences. While the Nautilus remains the pinnacle of its fame, the Calatrava and Grand Complications collections attract their own share of enthusiasts. However, the Aquanaut, with its introduction in 1997, has managed to carve a unique identity and establish itself as a watch of iconic stature despite its relatively short history. Entry point for these finely crafted timepieces is around $35,000 USD. For those interested in more unique dials and functions, Patek Philippe delivers with their 24 hour (~$55,000 USD) and world time (~$75,000 USD) designs. The later, first introduced during the 1930's, has garnered a sort of cult following amongst keen travelers and collectors. Higher-end luxury designs are from ~$140,000.
Number 2: Omega
Omega stands as Rolex's most formidable rival, often relegated to the unjust label of the eternal second in the watch world – a perception I find entirely unwarranted. The brand boasts an extensive and exceptional portfolio of high-quality timepieces that deserve recognition. Notably, Omega's Co-Axial movements, METAS-certified for precision, stand out for their accuracy and anti-magnetic capability up to 15,000 gauss. Among Omega's captivating offerings, the Seamaster Diver 300M emerges as a thrilling contemporary diver, while the Speedmaster Professional claims the title of arguably the most iconic watch in history. What sets Omega apart, in my view, is its playful and modern presentation, always tasteful and never in poor taste. Omega's approach to watch presentation adds a delightful touch of modernity and creativity, distinguishing it in the competitive landscape. The Speedmaster '57, featuring distinctive Broad Arrow hands and a tachymeter scale on the bezel, pays homage to the revolutionary 1957 Speedmaster. In its latest iteration, OMEGA elevates the vintage spirit with a slimmer design, vibrant color, and a Co-Axial Master Chronometer engine for enhanced precision. A favored companion of George Clooney, this enduring timepiece embodies the timeless essence of the original Speedmaster line. Omega's Swiss made timepieces offer a remarkable range of styles and price points with low entry point just under $4,000 USD. However, for anyone desiring their De Ville Tourbillion model, they should expect a price near $200,000 USD.
Number 1: Rolex
Finally, our top-ranking watch brand of all time is Rolex. Headquartered in Geneva, Rolex was founded by Hans Wilsdorf, the company is characterized by a commitment to perpetual excellence, resulting in significant innovations like the Oyster, the inaugural waterproof wristwatch, and the groundbreaking Perpetual rotor self-winding mechanism. This iconic brand, adorned with the distinguished crown logo, has not merely birthed one but several watches with timeless designs and rich histories. The Rolex Submariner and Rolex Datejust, both revered timepieces, stand as enduring symbols, often imitated yet never replicated. The Submariner, in particular, holds the title of the most replicated watch globally, solidifying its status as a symbol of prestige. What sets Rolex apart, in my opinion, is the tactile pleasure derived from interacting with its watches – the seamless operation of the bezel, the rotation of the crown, and the satisfying clasp. While Rolex's universal acclaim among watch enthusiasts may vary, its prolonged success is undeniably justified, especially considering that Rolex is relatively young compared to many other luxury watchmakers. Eentry-level Rolex watches, such as the Rolex Oyster Perpetual, may start around $5,000 to $6,000 USD. However, more popular models like the Rolex Submariner, GMT-Master II, or Daytona can have higher starting prices, ranging from approximately $9,000 to $40,000 USD or more.