The Rankings

Rolex Datejust 36mm New 126283RBR Yellow Gold Factory Diamond Black Dial Papers

New 2023 Rolex Oyster Perpetual 41mm Black Dial 124300 / Warranty

New November 2023 Rolex Oyster Perpetual 41mm Black Dial 124300 / Warranty

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 July 23, 2024 - 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

622 thoughts on “The Rankings

  1. best watch winder says:

    A VOLTA watch winder is a handmade precision instrument that focuses on the health of your watch with patented innovation. Only a VOLTA counts rotations – all others simply use time to estimate the counts per day. Placing your watch on a VOLTA is the convenient solution and best practice for your watch’s health. With 30 years of innovation, VOLTA knows that relying on time is simply never enough.

    • Leo says:

      In this year 2023 celebrate Revue Thommen 170th anniversary, I’d like to know, will it be this year new models dedicated especially to this anniversary?

  2. basic little fox says:

    that’s actually pretty funny, you put vostok that generally costs less than a hundred dollars to the “entry luxury” category while raketa that generally costs more than a thousand to simply watches… both of those brands use manufacture mechanisms only too

  3. Ananya Ghosh says:

    Hey. I keep coming to site for reference purpose. Suggest to add Norqain to the list please. I know they use the same movement manufacturer as Tudor but not sure about the quality of their watch. Ideally should be basic or entry level. But they lack heritage.

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