The Rankings

The following list contains over 360 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 

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 January 21, 2019 - 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

LEROY - Séries Limitées
Model L110/10: Case in non-rhodium-plated white gold set with 304 baguette-cut diamonds Winding crown set with a 3.80 mm brilliant-cut diamond. Total of 425 stones and over 9.5 carats.
Movement: Cal. L512 Manufacture L.Leroy, Flying Tourbillon with variable-inertia balance with four gold setting screws and double balance-spring, diamond escapement, Frequency: 28,800 vibrations per hour (4 Hz), 23 Jewels, Power reserve: over 52 hours, 22 ct gold oscillating weight, Bridges decorated with Côtes de Genève, sunburst, hand-chamfered, régulateur automatique officiellement certifié chronomètre, Stamped with the "Viper's Head".  Numbered piece. Produced on request.

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

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

232 thoughts on “The Rankings

    • Admin says:

      Added Juvenia (origins: Switzerland) (Hong Kong) (Asia Commercial Holdings Ltd.) to the 2 star Basic Luxury Other Countries category $1,500 – $5,000

    • Admin says:

      Edox is in the list. Click “Ctrl f” on the page to search for a brand. Toss is not on the list. Is there a URL you can share for Toss?

    • Admin says:

      Tag Heuer is in the 2 star Basic Luxury category $1,500 – $4,500. You may press the keys “Ctrl F” to search the page for other brands.

      • Miguel says:

        Thank you.

        Now obviously Omega and Rolex are more superior to Tag, but what would you say is the largest difference between luxury and basic luxury

        • Admin says:

          A key attribute is around the movements – 2 star Basic Luxury watch brands will frequently use ETA movements. Some may polish them more than others but it’s ETA.

          Conversely, 3 star Luxury watches may use the best ETA movements if they had to or more frequently their in-house movements (think Rolex, IWC, Omega and Zenith). As such, their craftsmanship and quality is controlled within their walls and will stand apart from the rest. You’re still getting a mass produced watch but the quality is much better. You can hand these watches down to your kids.

  1. Mukunda says:

    Good Information.
    I have a question, is the quality of Swiss watches and other country originated watches that different ???

    • Admin says:

      Mukunda, exquisite craftsmanship can be achieved by any race, color, religion or country/nationality. Brands like Hajime Asaoka (Japan), Bexei (Hungary), R.W. Smith (UK) and Credor (Japan) are examples of brands that have great craftsmanship that’s second to none.

      However, the Swiss brands established a recognized and distinguished history of quality craftsmanship for a few hundred years. While there are pockets of excellent watch brands globally, what distinguishes the Swiss brands from the rest, generally speaking, is that they established an “industry” around quality craftsmanship. By industry I mean that there are a lot of Swiss brands that make a lot of great timepieces.

      For example, take a look at The Rankings page – you will see 40 Swiss brands in the Ultra Luxury category vs 17 non-Swiss.

      Conversely, there are 35 Swiss brands in the Entry Luxury category and 75 non-Swiss. Perhaps a graph would convey the message better here showing the distribution of Swiss brand quality vs non-Swiss but hopefully you get the point. By the time you look at the Watches category, it becomes even more clear why the Swiss term stands out.

      While the Swiss brands still dominate the quality end of the watch industry we love competition and are hopeful that the Swiss brands will continue to be challenged by others through innovation, design and quality craftsmanship because that is very healthy for the horology art form.

  2. Windy Huynh says:

    What is Rado Men’s Hyperchrome Automatic Watch
    R32109162 ranking? Do you have any review for this watch
    Best Regard

    • Admin says:

      Windy, we don’t have a review for the Rado Men’s Hyperchrome Automatic Watch R32109162. That is a nice watch though, the Hyperchrome material is interesting.

  3. Mike says:

    Please consider adding the below brands as well. I think Bexei should definitely be on the list. Thank you in advance!

    Bexei by Aaron Becsei (AHCI Member)
    Evolvens Budapest
    Elliott Brown

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