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

417 thoughts on “The Rankings

  1. Mark says:

    Informative list and I pretty much agree with the rankings for the brands I recognize.
    With that said- Frank Muller needs to be downgraded from 4 stars.
    Not a great or desirable brand – not respected.
    You can pick these up for 75% off of retail slightly used.
    Just hate to see them there with the Trinity, A . Lange & Sohne and other great houses.
    My two cents,,,

    • Admin says:

      Mark, a quick search on shows that of the 3,000 Franck Mullers for sale about 45% cost over $10K.  Those numbers included used watches.  In looking at only New/Unworn, of the 1,500 about 56% cost over $10K.  As such the brand will remain in the High End category for the time being.

  2. Choice Karo says:

    Patek Philippe is my fav. entry level luxury watch. its looking fantastic. thank you for sharing mind blowing article.

  3. Peep says:

    How about making “search” box for comments block? There are so many of them and it would be interesting to see the old ones via brand for example. When in insert “Ulysse Nardin”, i instantly get all comments with this keyword. Otherwise its so long journey through the thread…

    • Admin says:

      I updated the search feature.  It’s it a little better but not perfect.  Will look for other solutions.  Thanks for the suggestion.

  4. Sobayed says:

    Btw Admin, with all due respect to your work, I do not fully agree on Revue Thommen being 1 star though prices have dropped online. But here in a local AD they put the Revue Thommen alongside Oris. RT for Pilot Watches, Oris for Divers. Then you get an entry level Hamilton for pilots, Grovana for Divers and Claude Bernard for Dress Watches. I also asked them about RT being out of business to which is completely false. They are now under the Grovana Group and are positioned as their top tier offering. The reason for discounts is they are liquidating the old stock and preparing for the new ones to come. So we’d expect past the $1500 mark again.

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