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 June 2nd, 2022 - 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

561 thoughts on “The Rankings

  1. Alan says:

    Although it wouldn’t be as nice ‘clean fit’ as having 5 Luxury groups, and five stars, I just can’t but feel that there needs to be one more grouping, between “Basic Luxury” and “Luxury”–Maybe 2.5 Stars…It just seems as though that there are some brands in the Luxury, that do not belong with, let’s Say, Rolex, being the “Luxury Standard”, and then there ae some in the Basic Luxury, that need to move a little higher, but not, quite at Rolex-level.

    I could list 5-10 from each group, but to keep it simple, I’ll use well-known brands like Breitlig, Omega, and Tudor–by all accounts, those 3 should all eb aon the same ‘tier’, IMO. Heck, Breitling ‘borrows’ Tudors in-house/manufacture movement, yet Breitling is a full tier higher than Tudor? Maybe 10 years ago, but Tudor with it’s manufacture movement should push it up…but then, is it the same level as Rolex? of course not, but then, are Breitling and Omega on the same level of Rolex?? I’d say, not likely.

    These are great lists, but it almost reads to me that you were stuck having to list some brands in this range, but had to decide whether they were actually Luxury or not, even though, some did not deserve to drop as far down to Basic Luxury. As incredibly difficult as this must have been, and IMO, as the ‘quintessential’ list on the web, I can’t help but feel that one more “Near-Luxury” or “Practically Luxury” group would make this even better!

  2. Ed says:

    Great list! The only thing I would change would be the category names.

    Prestige watch brands (*****)
    Ultra-premium watch brands (****)
    Premium watch brands (***)
    Respected watch brands (**)
    Entry-level watch brands (*)
    Basic watch brands

    As a side note, I hate the word “luxury” when it comes to something like watches. A silk robe, an ultra-soft bath towel, a cashmere scarf—these are all luxurious since they feel amazing against your skin. But a watch? No matter how many complications it has, or how exclusive it is, I don’t equate a watch with “luxury”. Premium is a much better word choice.

  3. Lee says:

    Hi there,

    What are your thoughts on Graham and Dubois et fils? In terms of fit, finish and overall quality. I know you have them placed along side Rolex, Omega and Breitling levels. How would they compare?

  4. Lee says:

    Hey there. So if you were to compare a Rolex with a non ETA based Tudor with an in-house movement). How would they compare in quality, fit and finish?

  5. John says:

    Can you rank Citizen Signature Collection watches? Where would you ranked them? They are of much higher quality than the normal Citizens and possess outstanding quality on par with Oris, Tag Heuer, Alpina etc…IMHO.

    • Admin says:

      It is true that the Signature Collection is a step above the general Citizen watch but the Signature line is still labeled as Citizen. If it were labeled as Citizen Signature it could be separated. An example where this is done is Seiko vs Grand Seiko. The latter is a whole different ballgame. The Grand Seiko is managed differently with different production altogether.

  6. John says:

    Hi there, I was torn between two watches. One is an Alpina Flyback chronograph and another is Tudor Glamour day date, both with in house movements. I was leaning towards the Alpina due to the look and the lower price. But upon reading various watch forums some have suggested that Tudor is on much higher level than the Alpina. But your ranking has them both in the same entry level category. So thank you for helping me decide!

    • Admin says:

      Very good options. I would probably pick the Tudor because of the Rolex ownership. I think it’s a bit more prestigious and bet it’s better quality. I used to own the Alpina Alpiner 4 myself and absolutely loved it. The only thing I didn’t like was that it didn’t have a day and an exhibition back.

      Again, both are excellent options, enjoy!

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