The Rankings

The following list contains 676 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 

 New Quick Search:

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 December 27, 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

Watches Attributes

  • < $500
  • Fashion / Sports Brands
  • Mass Production
  • Quartz or Automatic Movements made in Asia
  • Average Industrial Craftsmanship Quality
  • Usually have Mineral Crystal
  • Usually not worth servicing except for battery


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

493 thoughts on “The Rankings

    • Admin says:

      The watch brands are aligned with the country of current ownership and not where the watches are made. Hublot is a subsidiary to LVMH Moët Hennessy Louis Vuitton which is a French company. We note the original country as well.

      The reason this is done is because there could be only one current ownership country. Historically there could have been many countries so which one should one pick? Original country may have nothing to do with the current owner’s country.

  1. John B says:

    Concord watches are the Movado Groups top of the lines of Luxury Timepieces.
    Although no longer as popular their fit and finish are easily matching those of Omega. They should be at the Luxury level for sure. Their sister brand Ebel is more of their entry Level of fit and finish. Back in the day Concord watches were some of the finest pieces and well respected.

  2. John Barbieri says:

    Concord is the Movado Groups top level of luxury watches. They have been around since 1908.
    The fit and finish should put these in the Luxury segment with the likes of Omega. The finishing on on these timepieces are done very well.

  3. John Barbieri says:

    Concord is the Movado Group top of the lines watches. Been around since 1908.
    The fit and finish should put these in the Luxury segment with the likes of omega. There finishing on above Ebel.

    • Admin says:

      The criteria is based on the same rankings attributes that drive the rankings. The brands decorated with the red heart denote brands that do really well within their category. For example Rolex is such an icon and respected brand it gets the heart symbol. The reason Bulova doesn’t get it is because currently it’s really not a special brand in the Watches category. Since the sale to Citizen, it’s been just a normal mall brand. It’s too bad really because Bulova has a great heritage from the heights of when it competed with Omega for the Moon Watch history makings with their Bulova Accutrons.

      • Sean O'Shea says:

        That heritage is definitely what makes them a standout, but if they’re no longer the same caliber of company, it’s understandable. Too bad, indeed.

    • Admin says:

      The brand Lucien Piccard under Swiss Watch International Group ownership from 2010 is a totally different brand than the original. The current watches are inexpensive mass-produced watches while the original brand made great timepieces often with precious metals.

      Added Lucien Piccard (USA) (after 2010) (Swiss Watch International Group) to the Watches Other Countries category <$500 Added Lucien Piccard (1923 to 2010) (Wiki link) to the 1 star Entry Luxury Watches category $500 - $1,500

  4. Adam Galovič says:

    French Brand called Pequignet into the non-swiss Luxury category. They make their own in-house movements. Should look them out. Cheers.

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