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

422 thoughts on “The Rankings

  1. vb3347 says:

    I think Hermes should have 3 stars, they have their own movements and have really moved upmarket in recent years. Most of their watches are in the $5000 to $10,000 range. They are at least on par with Bulgari.

  2. Adam Galovič says:

    Maurice Lacroix deserves atleast a heart symbol in the Basic Luxury Section, since they make their own movements in the Masterpiece collection and they very innovative. In my opinion, one of the most underrated and unappreciated brands in the category and also in general…

  3. Sobayed says:

    Hello it’s me again, I’d like to point out why Lip is not even 1 star? They are collectibles and have their own movements like Yema.

    Also, another luxury French brand is Pequignet. I think it sits well in 3 stars as they also manufacture their own movement

    • Sobayed says:

      Also you missed Ralph Lauren (USA) which is in 3 stars easily 🙂

      also I have a list, if you are interested feel free to email me.

  4. K. Hauser says:

    Missing Brands:
    Jowissa is a swiss brand in basic level (<500).
    Dugena is a cheap german brand (<500 to ~1000)
    Boccia is a cheap german brand (<500, belongs to Tutima)

    No heart for Mido (created the iconic Commader from 1959 up to now and developed the Aquadura crown sealing system in 1930)???

  5. tmc says:

    Elysee out of Germany? they are interesting in that they are one of the few companies that seem to be open about their history of being revived and using mostly asian parts but seem to be getting better and expanding markets. Their designs are nice. Maybe could be considered on the basic watches entry level category.

  6. Wiz says:

    Isn’t Raymond Weil a grade higher than Tissot? Their starting price point is higher than Tissot. Just want your opinion.

  7. Sobayed says:

    how about 1 star for ZentRa? It is a german brand. Although it’s hard to see their new models, its always vintage that pops up at ebay and chrono24. But their chronos and the only modern/non vintage model in chrono24 goes for more than $1k used. So it’s safe to say they’re at the 1 star category.

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