The Rankings

The following list contains 689 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 

 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 February 15, 2023 - 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

609 thoughts on “The Rankings

  1. A guy from US says:

    I wonder when’s the next update. I’m excited to see addition to the list. Last update :December 27, 2020. 5 months and counting now.

  2. Jeff Strix says:

    Nice list, my respect to you! But I think your “category names” are somehow strange. Simple “watches” and then immediatelly “entry luxury”? And also, “basic luxury” and “luxury” – sounds as the same thing. How about: simple watches, mid-class, premium (or entry luxury), luxury, hi-end luxury (or so called super luxury), ultra luxury?

  3. VonBiver says:

    Hard to find other brands. I looked for Cover (yes that is the brand) and there are 56 listings in Chrono24. 11 of them were priced below $500, while 45 were priced $500-1500. And 1 listing above $1500. So I guess it goes to 1 star?

  4. Admin says:

    I appreciate the feedback. The natural problem with ranking large brands is that some of their models may be priced at a different watch luxury ranking category.

    But generally speaking, there is no way that a watch brand for which its watches can be bought at the cheapest retail locations can be considered a luxury brand. I’m referring to for example the many cheap Seiko quartz watches that can be bought anywhere. While there are models that are more expensive like the Presage and Prospex etc., that’s not the brand’s main position in the market.

    Also remember the luxury attribute of exclusivity. Citizen, Orient and Seiko while they are great at what they do in the market in terms of selling tons of watches to the masses, good functional reliable watches as they may be, that market is just not a “luxury” market.

    See a related article “Are there any luxury watches around $200?”

    • Admin says:

      Nope the site is not deserted, will add a bunch of watch brands that have been analyzed soon. Sign up for email updates to be notified. Thanks

  5. Polo Palacio says:

    I don’t know why SEIKO is in the no star category! Yes, SEIKO has many watches that are Mineral Crystal and maybe low quality materials, but they are extraordinary well made. Iam not saying that Seiko is in the Ranks and class of his bigger brother Grand Seiko but for my kind point of view and humble opinion I think Seiko is in the One star Category. Just like you said, Watch Rankings categories are based on Luxury levels not value. Seiko Brands like Seiko 5 maybe are lacking some quality but almost all of Seiko Fives are Automatic with many variety to choose from. But what about Seiko Premier, Seiko Astron, Seiko Presage and Seiko Prospex? All of those seiko brands in my opinion are at the same level of Luxury, quality and value of most of the Entry Luxury Watches. Yes, Asia is not the best place to find a good quality movement, except JAPAN and Seiko is one of the most traditional and most well known brands in all world and has allot of watches that are in the $500 to $1,500 prices so I really don’t get it. In fact, even Orient is own by Seiko and Seiko is much bigger than Orient. I think Seiko deserves more respect. Thanks cheers

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