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 

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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

463 thoughts on “The Rankings

  1. Hodinkees says:

    A lot of misplacement here and there. The trinity is only in the 4 star because of what? 1 star placements are a mess. This list seems to be based on pricing and mo heritage whatsoever despite it being one of the factors.
    Mauron Musy at 2 stars? Vogard at 1 star?
    Epos, Eterna, Gevril, Revue Thommen at 1 star? They should be at the two stars by heritage alone. Needs much more checking

    • Admin says:

      First of all thank you for the feedback and for spending time on the site. I think that the issue here is that you’re overemphasizing the weight given to the watch brands for heritage in the context of “Luxury” ranking. Heritage and does matter but current market price matters more. If this list was ranking watches based on horological significance and history then I would agree with your suggestions. The rankings list would look quite different.

      Somewhat related – I wrote an article a couple of years ago “Are there any luxury watches around $200?” in which I looked at the definition of “luxury”. Google defines it as “the state of great comfort and extravagant living” and “an inessential, desirable item that is expensive or difficult to obtain” while Merriam-Webster defines it as “a condition of abundance or great ease and comfort” and “something adding to pleasure or comfort but not absolutely necessary”. Scarcity for a desired good can inflate the price therefore putting it into the luxury category.

      But watches like Epos where there are plenty to be had at less than $1,500 cannot be more luxurious than Entry Level.

      Vogard may actually be incorrectly ranked, perhaps it should be 2 stars. I’ll double check it in more detail.

      Revue Thommen is an interesting one, I’ve had a few discussions with another enthusiast about how to rank that brand.

      Let me know your thoughts on these when looking at the rankings with a luxury definition lens. Thanks again.

      • Randolph says:

        Vogard should be in 3 stars imo.

        RT is like a lesser known TAG and ORIS so it should be in the 2 stars.

        Do you consider also the price of the most expensive models? Vogard is quite hard to find. RT doesn’t make quartz models anymore nowadays so they should be at 2 stars. TAG has.

        Also Junkers I think should be at 1 star.

  2. RODNEY ROBLES says:

    How does Perrelet Turbine XL rank overall in terms of quality and craftsmanship? Is the gimmicky turbine something that would lower its luxury status or not? Want to purchase one but this puts me on the fence.

    • Admin says:

      Rule number one is if you like a watch and you can afford it then buy it. You only live once. For other considerations, the turbine complication is interesting, an eye catcher for sure. I don’t think it lowers its luxury status but it does put it into a certain niche which is good and bad. You probably won’t run into too many people who have this watch which is good.

      I would venture to say that a watch like that would depend on the owner as well. If the owner is some sort of engineer or scientist or doctor (clean energy engineer?) then this sort of gadget would fit well with that profile. The watch is big so be sure to have the wrist for it as well.

      Given that it’s so eye catchy I don’t think it can be worn daily. It could be a distraction for the owner at least in the beginning. This watch could be one of those things that you love it when you first get it but then end up not wearing it very much.

      If you think you can carry such a watch then get it.

      As for under the hood on the business end it appears to have the ETA caliber 2892-A2. I’m including the Wiki on it below from

      The ETA 2892.A2[6] is a newer design dating to the 1970s and fitted with top quality components.

      An automatic winding, twenty-one (21) jewel movement, the 2892 is available in three executions or grades: Elaborated, Top and Chronometer. The key components which differ at the line of demarcation between Elaborated and Top are the balance wheel (Elaborate=Brass/Top=Glucydur) and the hairspring (Elaborate=Nivarox 2/Top=Anachron). In contrast, since the addition of the “-2” at the end of the movement number, there has been no difference between the standard and the chronometer grades in terms of the regulator mechanism, both being Etachron. The degree of decoration on the movement’s parts also increases with the grade.[7] To illustrate the differences in accuracy garnered by the successive grades, consider the following specifications:

      Elaborated grade is adjusted in four positions with an average rate of +/−5 seconds/day, with a maximum daily variation of +/−20 seconds;
      Top grade is adjusted in five positions with an average rate of +/−4 seconds/day, with a maximum daily variation of +/−15 seconds.
      Chronometer an average rate of −4/+6 with a maximum daily variation of +/−5 seconds – standards prescribed by the COSC. The wider range for the chronometer grade is designed to take into account the differences in a watch’s rate between static positions, as when the tests are performed, and the dynamic positions as when a watch is actually worn. Chronometer grade movements are serial numbered.
      The ETA 2892.A2 is usually found in the more expensive and prestigious watches and brands, and owing to its relatively slim height of 3.60 mm, the 2892.A2 is a favorite of watch brands that market complicated movements such as Breitling with its trademark chronograph (stop watches). The 2892 is also used in certain International Watch Company watches, including newer Ingenieur models introduced in 2013.

      I hope this helped a bit. Let me know what you decide.

  3. Eduardo Saucedo says:

    Putting Eterna within a group with “some” heritage, is just preposterous. It’s heritage and tradition is better than most of the top luxury brands. Their marketing however…

    • Admin says:

      Moved Eterna (Hong Kong) (origins: Switzerland) (Citychamp Watch & Jewellery Group Limited) from the 1 Star Entry Luxury Other Countries Watches category $500 – $1,500 to the 2 star Basic Luxury Watches Other Countries category $1,500 – $5,000.

    • Admin says:

      Assuming you’re asking about why Patek Philippe is not in the Ultra Luxury category? See our FAQs for that one

      Posted by admin on July 11, 2016
      While Patek Philippe has some of the most expensive watches in the world the brand fails in the exclusivity category. Even though Patek Philippe has some of the most, perhaps the most rare, distinguished and desirable time pieces they also mass-manufacture many time pieces which knocks them one level below makers that have full lines of rare watches.

      In addition the fact that their resale prices are high it takes the brand out of that special danger zone where the most luxurious and rarest things live. The brand is just not “Ultra” enough even thought it’s probably the best watch brand in the world. The brand website has a ton of watches listed. That’s too boring, it feels like anybody (with enough money) can just get one. That’s just not that Ultra Luxury feeling.

  4. Bronson Foster says:

    I’m looking for a skeleton-type watch under $1,000. A couple brands that I’m not familiar with are Tufina; Theorema, and Stuhrling.

    • Admin says:

      Bronson, just added Tufina, Theorema and Pionier to the rankings all of which seem to be owned by an American company called Tufina LLC. They seem to manufacture the watches in Germany and try to charge about $500 for the latter two brands but they all got ranked as Watches without any stars.

      Between those three brands and Stuhrling I cannot recommend any of them. The first valuable element in a luxury watch is to have Sapphire Crystal. Most of the watches made by these brands are not a proper Sapphire crystal. Another important element is the movement which in the case of a skeletonized watch plays a critical role for visible reasons.

      These brands use cheap Asian movements which normally break in short order. It’s not really that appealing to be looking at a movement that has no value. One would want to admire something that has value or some sort of meaning.

      Instead of those brands consider a Swiss Made watch such as the Hamilton Jazzmaster Viewmatic Skeleton Gent Auto H42555751y, the l
      or even the Poljot International Peter the Great Skeleton 9211.1941615. Best of luck – tell us what you go with.

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