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. Ted M says:

    Official Rolex dealer near me recounted his first visit to Basel convention. He couldn’t believe how many companies there are. Thousands. And that’s the point.

    • Admin says:

      Great point. To add a little structure to that world of watch brands is why this site was created. Each brand is a little different, some more than others. Yet many are alike even though they try to stand apart. Hopefully this site helps a bit.

  2. D. says:

    Hello! First off–VERY Impressive what you’ve done here; I visit this site periodically, to find out where a new acquisition of mine might be listed!

    There’s a brand that I cannot find on any of your pages, be it ranked, or not-yet ranked. This brand, however, has been around for over a decade, and puts out some really nice pieces…


    I believe they share some sort of relationship with Borealis, which I also did not find listed. I would say Prometheus is a little higher end than Borealis, but not sure whether either would even rate “Entry Level” status.

    I see other Microbrands listed, so am a bit curious why these tw0 brands are not listed anywhere. Thank you very much!

  3. Thomas S says:

    Hi, as I see -after double checked the list-Van der Bauwede is missing.
    I would put it at 2 star level /although they have some 10.000€+ models.
    There are also some new Italian brands, like Ublast and Technotempo which I could not find here.

Leave a Reply

Your email address will not be published. Required fields are marked *