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: watch-rankings.com-favorite

Last updated October 20, 2019 - 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

LEROY - Séries Limitées
Model L110/10: Case in non-rhodium-plated white gold set with 304 baguette-cut diamonds Winding crown set with a 3.80 mm brilliant-cut diamond. Total of 425 stones and over 9.5 carats.
Movement: Cal. L512 Manufacture L.Leroy, Flying Tourbillon with variable-inertia balance with four gold setting screws and double balance-spring, diamond escapement, Frequency: 28,800 vibrations per hour (4 Hz), 23 Jewels, Power reserve: over 52 hours, 22 ct gold oscillating weight, Bridges decorated with Côtes de Genève, sunburst, hand-chamfered, régulateur automatique officiellement certifié chronomètre, Stamped with the "Viper's Head".  Numbered piece. Produced on request.


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



289 thoughts on “The Rankings

  1. Ok says:

    – All watches are equipped with sapphire crystals
    – Top grade ETA movements, including the Valjoux 7753 (so not only the usual 2824-2).
    There are no quartz movements!
    (Plus, they have an in-house handwinding movement for their chronographs, which is a modificaton based on the Valjoux)
    – Use of materials like titanium in their professional Flieger lines, as well as their Prodiver lines
    – Occasional use of gold and precious metals for their watchcases and dials (Example: Stowa marine rose gold 750/000, and Chronograph 1938)
    – Technical case finishing, including sandblasting and hand finishing
    – TESTAF (Technical Standard for pilot watches) sertification, which only Sinn and Stowa has been accredited for thus far.
    – The Schauer branded watches are now technically being sold under the Stowa manufacturing umbrella, which furhter accentuates the point of Stowa having to be considered higher on this list.

    Accounting for all their watches, their average price is about 1200 euro, which equates to about 1300 usd. So except for their lower pricing, they literally fill out all the other requirements for being a basic luxury brand. Their extreme high value offering, compared to their other price-competitors in the market, is something they are renowned for.
    Not selling through vendors and other watchdealers obviously cuts down the margins needed to be added, compared to if they chose to go mass-market, and therefore lowers their overall pricing (probably by as much as 30-50%!) – which again may give a wrong impression of their brand value on first glance.
    But this value-orientation should definitely not be used as a knock on their status. Stowa selling exclusively through their website adds to their exclusitivity and value – as you won’t find them on the gray market for 10-20% 0ff the retail price like other mass-market watches they could potentially be competing with in the basic luxury range (Oris, Nomos, Longines etc.)

    2-stars would be the most accurate assesment, according to my analysis.
    Hope my arguments make sense.

  2. Ok says:

    There should in my opinion be done a re-evaluation of Stowa.
    Every watch is made-to-order (not mass-produced), and also exclusively available on their website.
    Their craftmanship is more on the “good” scale, rather than “basic”.
    And, even though their pricing for some pieces are on the lower scale, their overal quality and execution is high (especially movement and case/dial finishing – blued screws, 8-fold dial embossing etc.). They are more on par with Sinn, Nomos and Longines, rather than watches like Tissot, Hamilton and Steinhart in every aspect, except pricing.

  3. Lando says:

    I strongly support Mido being atleast a Basic luxury piece due to it’s superb quality and back round from 1918, bit a entry level.

  4. Lemmy Caution says:

    Hi, what about ”West End Watch Co”. It’d go somewhere on the history list as the first Swiss brands ”making it” in the Asian market. They were rebranding Longines and Mido for the Indian market back in the day, and apparently were one of the first waterproof incablocs sold in the area.

  5. Adamko says:

    I think Epos is more like basic luxury watch brand rather than entry, they have most of the watches above 1000 euro, some even close to 2000.

  6. AH says:

    I’d like to suggest adding Kerbedanz (Swiss) to the list. Their “Maximus” line are another horological marvel for your eyes to feast upon.

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