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 February 4, 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

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

332 thoughts on “The Rankings

  1. Brian Winters says:

    How about Christian Bernard? I had one gifted to me in the early 90’s. French made with a swiss quartz movement, sapphire crystal, I believe. I think it was around $500 USD at the time.

  2. Dale says:

    Please consider adding Czapek watches to the list. I’m guessing this will fall in the High End category. Pieces cost roughly 15 to 25k for steel.

  3. Adrian Carballo says:

    I really like your ranking page, however I disagree with the fact that if the main company like LVMH is on France, then you consider the watches under that group to be French. For me brands like TAG Heuer and Zenith are swiss.

    • Admin says:

      Adrian, looked into LP and found a bit of a struggling background.  Seems they were bought by Swiss Watch International Inc‎. based in Florida in 2011 which seems to have gone bankrupt in 2017.  However LP and also “Swiss Watch International Inc‎” watches appear to be for sale still.  LP seems to now be owned by1G4B LLC out of New York.

      However, before 2011, going back to 1923, Lucien Piccard was a luxury Swiss brand known for quality watches frequently made with precious metals and stones. 

      Those vintage watches are desirable today.  Post 2011 watches are just inexpensive mass-produced watches typically costing less than $500 and made in China.

  4. Josh says:

    I am curious how Filippo Loreti recurved favorable marks. While the brands concept appears interesting, there appears to be overwhelming issues regarding QA/QC, deliveries and customer service based on online reviews and comments. Any insight is appreciated.

  5. Eric L. says:

    There is a Canadian company out of Burlington, Ontario, Canada which makes watches using a variety of woods for the case, and straps. Some indigenous wood to Canada, and others more exotic from Latin America, etc. Some materials are endangered and they only scavenge what has fallen to make unique and rare runs of a particular watch. An interesting niche they’ve carved out. The actual designs for the face of the watch are unique with their own in house creations, and they only produce a select number of each piece annually. The movements are typically Miyota and not particularly high quality but the watch construction itself is decent.

    I would place them in the category Watches (other). As the price point even for an automatic movement is less than $400.

    I hope they make your next list update.

    • Josh says:

      I am interested in your feedback as well. The list is quite comprehensive. Without further detail regarding your perspective, your comment only appears to be a failed attempt to troll this website and webmasters thorough work.

    • Eric L. says:

      They are a fashion brand. Not an actual watch company. Typically for fashion brands like Kenneth Cole, Fossil, etc. the watches are cheap, mass produced in China and then the licensed name of say Kenneth Cole, etc. are put on the watch and sold for exceptional markups in their stores.

      Technically they are not created, built or assembled by Kenneth Cole. They are simply stamped with the company’s brand and put on display. Most fashion companies are into this market now as it has huge profitability, purchasing cheap chinese product for dollars and selling them for hundreds.

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