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 November 14, 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

431 thoughts on “The Rankings

    • Admin says:

      It is true that many, perhaps most of the Pateks are at the top of the $10K to $40K bracket and perhaps beyond, the reasons why the brand is not in the 5-Star Ultra Luxury bracket are because they do have a lot of models in their lineup and their watches are not extravagant/risky enough to have that certain “Ultra” flair. The relative safety and stability of the brand takes away from that perception of being out there in Ultra Luxury land. Hoping this makes sense. What are your thoughts on this explanation?

  1. Adam Galovič says:

    I think also that Maurice Lacroix deserve a heart symbol, since they also do their own manufactured movements and their quality is at some point higher than some of the other brands in this section. Thanks in advance.

    • Adam Galovič says:

      Sorry I forgot to add that its very popular brand that is very underrated. The Aikon models are a big hit so I think the brand deserves more attention in this section.

  2. william Lang says:

    I see a new company with some interesting products. Appears to have lots of quality features. HELM. It appears to be USA based using Seiko movements. Never seen one! Maybe you should research this brand.

  3. Sam yun says:

    Coltbert is NOT entry level luxury watch they have supplied movement to rolex like zenith and should be on at least luxury. You’ve sited wikipidia and it says that is is a “ most desirable premium watchmakers” PLEASE FIX IT PLEASE. I MEAN IT.

    • Admin says:

      While Cortébert was a great brand, currently the fact is that their timepieces do not warrant a higher ranking than 1 Star Entry Level. This rankings list is not about what once was, it’s about what is now. Cortébert is now a simple vintage enthusiast watch brand, not what one would relate to as “Luxury”. A search on Chrono24 shows 42 entries, most being under $1,500 so the brand will stay in the current ranking. Thanks for your suggestion and notable insistence to change it.

    • Admin says:

      Took a look at Epos again and found that they use the ETA, Sellita and occasionally Unitas movements which is not a bad thing but nothing special. Based on the advertised prices at it seems that their watches sell between $1,200 and $2500 retail. In reality they likely sell for a bit less. Looking at chrono24 there are 757 watches for sale (new and used) and about 2/3 are at $1,500 or below. As such Epos will stay at the 1 Star Entry Luxury category but we will add the red heart symbol to make them stand out within that category.

  4. Roger Toledo says:

    I follow this rating chart always when rating a brand, but you seriously need to take out Tudor (Rolex SA) from Basic and move it to Luxury along with Omega and Rolex. Tudor (Rolex SA) should in no way be close to Oris or even less Longines. Thank you

    • Admin says:

      Roger, thank you for following the chart. Took a look at Tudor and determined that Tudor is in the right category of 2 Stars Basic Luxury. Tudor just cannot be in the same category as Rolex. We will however add the red heart symbol to the brand to denote that it does indeed stand out among its peers. This is indeed a tough one because prices are frequently above $5K but this ranking is not only about price.

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