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

463 thoughts on “The Rankings

    • Admin says:

      Randolph, here are the additions:

      Added Tourby (Germany) to the 2 star Basic Luxury Watches Other Countries category $1,500 – $5,000
      Added Jacques Etoile (Germany) to the 2 star Basic Luxury Watches Other Countries category $1,500 – $5,000
      Added Mercure (Germany) (Jacques Etoile) to the 1 star Entry Luxury Other Countries Watches category $500 – $1,500

      Thank you

  1. common says:

    I read that your source of basis is eBay or chrono24. Are you even aware of how many fakes and counterfeits are being sold there? There are a lot of painfully mistaken placings scattered all throughout.

    • Admin says:

      We base our analysis on the market cost whether the item is a fake or not. Fakes are a reality of life. While I’m sure there are fakes, the point in using the market in cost is that that’s the actual price that that watch is selling for.

      One of my college professors said that the cost of anything is whatever someone is willing to pay for it. Retail prices can also be absurd. We’ve seen brands like Theorema which list their watches at €699.00 but if you search there are none for sale. Those watches have Sapphire crystal with some sort of Asian movement. While supposedly made in Germany, those watches should only be sold at $200 to $300 at most. Looking at sure enough there are brand new Theoremas listed for as low as $230. Hopefully they are not fakes. The original retail price is high either way.

      In summary, the market is what it is, and hopefully fakes are kept to a minimum. In fact eBay sponsored an article on last month to announce their Authenticity Guarantee for watches over $2K. Check it out here:

  2. MacPhail says:

    To compile and maintain such a voluminous list is a monumental task and I am sure my fellow horologists and timepiece fanciers of every strip join me in expressing our genuine and deep appreciation to said compilers.

    That having been said and partly as a consequence of the burgeoning number of watches on the market along with the herculean task keeping all of this material, factual and subjective, up-to-date and accurate represents, there is a considerable number of errors in the placement or ranking of a large number of marques.

    As time passes and assuming the majority of souls enjoying the plethora of facts pertaining to all of these timepieces retain some degree of logic in an increasingly illogical and dishonest world, hopefully others will step up and make contributions to the accuracy of “the rankings.”

    Good fortune to all and enjoy your timepieces!

    • Admin says:

      Thank you for the positive feedback. The list is subjective and surely has some incorrect rankings. In fact two brands were corrected today – see the change log.

      While the rankings will never be 100% accurate the hope is that they are correct enough to add value to timepiece fanciers by giving some structure and order to the otherwise mysterious horological landscape. Suggestions to add or update any rankings are welcome.

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