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

591 thoughts on “The Rankings

  1. Jeff says:

    I think author of this list simply like/don’t like some brands. Thats why he (or she?) throws them to lower/higher category they deserve. And so, it makes this list not really objective and definitely not professional. For example – to see Junghans in one category with Tudor, Tag Heuer, Oris or Longines is just whoa! xDD Or Seiko together with Pulsar, Lorus (cheap Seiko Group watches) – really? Ulysse Nardin in one category with Patek, Lange or Audemars Piguet? Rolex together with Breitling or Perrelet? Author, whats wrong with you?

    • Jeff is funny says:

      Lol, another delusional Rolex fanboy. What makes you think that brand is so much superior than Perrelet? A brand that has an in-house tourbillon model? It shows how deep your knowledge is regarding other brands not named Rolex.

      • Jeff says:

        You know, it’s strange for me, that you saw in my previous comment only one word – Rolex xD Rolex hater? As for me – I’m not a fan of this brand, and never was. There are simply some things in watches hierarchy, clear for everyone. That’s why there are worlds between Breitling and Patek Philippe, for example.

  2. Peep S says:

    Tag Heuer definitely deserves a heart icon as it stands out within their respective category, which is the main purpose of this red heart, right?

  3. Keba Kraba says:

    In the same category there is Seiko, Citizen with DKNY and Diesel rubbish? Really? Mediocre materials? No heritage? The more I look at this list the more bonkers it is… Good list but don’t make much of a sense

  4. Keba Kraba says:

    Entry luxury watches
    Some Heritage/Pedigree
    Basic Craftsmanship Quality
    Hamilton, Tissot, Mido ALL have more than “some” heritage, and more than basic craftmanship quality… not to mention that all go well above $1500. Really?

  5. Navin says:

    Infantry Watch Timepiece – Hong Kong
    Wrist Armor – USA
    MTM Watch – USA
    Memorigin – Hong Kong
    Daumier – Swiss
    Swiss Eagle – Biel CH, Swiss
    CX Swiss Military – Basel, Swiss
    Cornavin – Geneva, Swiss
    Panzera – Australia

    • Peep S says:

      Rolex is over-hyped by themselves. Horologically is it exactly where it should be. It will never become high end. Special steel and diamonds are not the qualities that give the brand extra star.

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