The Rankings

The following list contains over 360 watch brands ranked in a pecking order hierarchy from Entry level to Ultra Luxury based on their typical price point, quality and exclusivity delineating between Swiss and non-Swiss brands:

CategoryLuxury StarsTypical Price Point
Ultra Luxury Watches5 Stars>$40,000
High-End Luxury Watches4 Stars$10,000 - $40,000
Luxury Watches$5,000 - $10,000
Basic Luxury Watches$1,500 - $5,000
Entry Luxury Watches1 Star$500-$1,500
Watches< $500 

See our FAQs on why certain watch brands are placed in a particular category.  If a watch brand does not have a hyperlink it is because the brand is not in business anymore.  In addition, watch brands that stand out within their respective category are decorated by the red heart symbol:

Last updated July 12, 2020 - view the change log here and if the watch brand you're looking for is not ranked then check the rankings in progress here.

Ultra Luxury Watches Attributes:

  • > $40,000
  • Superb Heritage/Pedigree
  • Exclusivity (Limited Quantities)
  • May not have the best resale value
  • Small niche boutiques (Independents)
  • Impeccable Handmade Craftsmanship
  • Brand recognition in horology circles
  • Complex Automatic In-House Movements
  • Precious Metals and Stones
  • Sapphire Crystal

High-End Luxury Watches Attributes

  •  $10,000 - $40,000
  • Superb Heritage/Pedigree
  • High resale values
  • High Quantities (on most pieces)
  • May have famous very expensive rare pieces
  • Brand recognition by greater public
  • Complex Quality Automatic Movements, most In-House
  • Impeccable Craftsmanship, often Handmade
  • Precious Metals and Stones
  • Sapphire Crystal

Luxury Watches (Swiss) 3 Stars

Luxury Watches (Other countries) 
3 Stars

Luxury Watches Attributes

  • $5,000 - $10,000
  • Respected Heritage/Pedigree
  • High resale values
  • Mass Production, some rare pieces
  • Quality Automatic Movements, some In-House
  • Great Craftsmanship
  • Some Precious Metals and Stones
  • Sapphire Crystal

Basic Luxury Watches (Swiss) 2 Stars

Basic Luxury Watches (Other countries) 2 Stars

Entry Luxury Watches (Swiss) 1 Star

Entry Luxury Watches (Other countries) 1 Star

 Watches (Swiss) 0 Stars

Watches (Other countries) 0 Stars

New: View the ranking list change log here.

Why is your watch brand not here?  First check if the ranking analysis for the watch you're looking for is currently in progress here.  If it's not there, well, we may have missed it.  Tell us in the comments where it should be ranked at on the list.  OS

401 thoughts on “The Rankings

  1. Rodolfo A. Lithgow says:

    Would like to suggest re consideration of Hamilton and Raymond Weil as entry level luxury. They can fit in basic luxury. Both have brand history and reputation, quality production and in- house movements at least RW, think Hamilton has some in-house movements. Raymond Weil is one of the few independent family owned brands while Hamilton has models featured in movies and used by singers like the Ventura by Elvis Presley, the khaki field in Interstellar movie and other models in movies.

    • Admin says:

      Added Pita (Spain)  to the 3 Star Luxury category. Although their watches are on the low end of the category, and it’s a tall order to be in the same category as a Rolex, the brand makes up ground with the exclusivity factor since it’s run by a master watchmaker and AHCI member Aniceto Jimenez and his son Daniel Jimenez. Thanks for sharing the brand. We love learning about brands like this.

      • Ok says:

        Definitely meant “Basic” and not “Entry” on the post above.
        But your analysis is probably the most accurate as a 3-star “Luxury”-level brand.
        Just learned of them today myself, so it’s nice to see it featured.

    • Admin says:

      No, Tag Heuer is a classic Basic Luxury brand. Here’s why. Price – if you look at their catalog you will see that most of their watches are less than $5,000 if you exclude the models with precious stones and metals.

      In addition – Exclusivity – with the brand being sold in many outlets, supermarkets and such there are a log of Tag Heuers in circulation which takes away from the exclusivity factor.

      Worth noting is that the evolution of the classic Monaco is appreciated although even there Tag Heuer is making a lot, perhaps too many versions of it.

      Lastly, a simple gut check is to compare Tag Heuer with Rolex. The two brands are in different categories plain and simple.

    • Admin says:

      While Jacob & Co does make some wonderful time pieces, they have plenty that are sub $10K. From a search on today there are ~500 watches for sale of which half are under $10K.

      The other notable ding is that Jacob & Co seems to be more of a jewler/fashion type of watch brand and not a leader in horology. They pack their watches with gorgious precious materials. On a personal note, I love every one of their high-end watches.

      If they didn’t make all those sub $40K watches then Jacob & Co. would definitely be an Ultra Luxury brand. It’s sort of like why Patek Philippe isn’t in the Ultra Luxury brand category. They also make quite a few watches that are sub $40K therefore it’s not exclusive enough overall on a global scale.

  2. Admin says:

    Charles Hubert is an American brand since 1990 which carries the label “Paris”. It’s a fashion watch. Only 10 of their 400+ watches cost over $1,000 with most less than $500 which puts the brand in the “Watch” category.

  3. Mobeen says:

    Want to know about Charles hubert paris watches.. mainly they are making pocket watches but there wristwatch designs are also very attractive

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