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 February 4, 2020 - 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

324 thoughts on “The Rankings

  1. Stephen says:

    I belive Raymond-Weil deserves to be in the 2 Star Basic luxury Swiss watch, they’ve got a decent pedigree/horology History, the build quality, fit & finish is great. Their pricing is in that 1500-5000 mark. They mostly use ETA Auto movments & their in house RW1212 movment. Occasionally feature Diamonds & Gold PVD.

    Just my 2 cents.

    • Admin says:

      Done. While I wanted to add Lorier to the Entry Luxury category I couldn’t bring myself to do it because they don’t have any substance in the watch materials. I would have done it if they would use Sapphire glass.

      Detroit Watch Company went to the Entry Luxury because they are the typical Valjoux 7750 movement with Saphire glass watch makers – much like Tissot. Thanks for the suggestions.

  2. Al says:

    Also, sorry for using ‘Al’ as my name, since it’s already used, lol. Well, my little Avatar is different, so you have that…

    But one more suggestion. I think it’s almost ‘dirty’ to list names like Versace–a company born in 1978 with its first watch produced in 1989–with names like Archimede, Mido, Hamilton, Eterna, Edox…you get the point.

    So, you have the makings of criteria of how watches ‘fit’ into these categories, and I’ve already made one suggestion, so I’ll make one more…develop maybe 5 Criteria, and for a company to be able to fit in the category, they have to meet the like, 3 of the criteria, with one absolute of the three that have to be met is some measure of horological significance–be it that the company has been making timepieces for, IDK, 68 years–we’ll make 1950 the cutoff . You decide since it’s your list. But this way, this separated the Wheat from the chaff. If the company does not meet this requirement, it moves to the Fashion Watch Group.

    Also, the Company should ONLY make watches…OR, watches should have been what the company was built around, THEN they added other items. Yes, I get that this puts ‘players’ like Victorinox in this group as well, but it is what it is.

    Versace is nothing but a trumped up, over-priced Timex. The Timex ‘luxury’ division also makes Nautica, Salvatore Ferragamo, and Guess…all ‘Fashion’ brands that can only sell their watches at the prices they do based upon the name. Take away ‘Versace’ logo/name on the dial, and measure it up to Edox, you tell me which is the better watch. $2000 list price Quartz watches?? Really?

    Anyway, just a suggestion; this keeps the Versace’s…the Guess’…the Gucci’s in their own category, where they belong, IMO. Watches for people who have value branding above all; which is fine. I would never tell anyone how to spend their money.

  3. Al says:

    Kudos on this list; you have obviously worked very hard on this. That said, might I suggest one-more ‘cliff’, as it were, in the sub-$500-ish section? There are just too many differences between some of these…Lorus, Pulsar, and let’s face it, most Timex (not the TX, stuff) doesn’t hold a candle to Laco, Xezo, or 88 Ru du Rhone in fit, finish, quality, etc.

    I understand what you are trying to do, but there are too many brands in there that do NOT target the below $100 crowd, is what I am saying, and never will, like these others I mentioned, plus Stuhrling, Titan…the list goes on and on.

    I would suggest pulling all the brands out of your sub-$500ish list that provide offerings for under $100, and create a new list. It’s not ‘snubbing them’ in anyway; I own three Timex and love them. It’s just so someone who doesn’t know a thing about watches thinks they see Timex on the list, then wonders why he/she can’t find a Junkers for under $200, or a Charmex.

    Also, BTW, I can easily find a higher % of overall Certina’s at lower price-points than I can a Laco, Xezo, etc. Certina may be more ‘horologically’ significant than the others, but they also use a ton of Quartz movements, and can be found for under $200. Does that make them the bargain of the century, according to your rankings, or should they be moved down? I’m not being snide; I’m honestly asking your opinion.

    • Admin says:

      I actually agree with all of your points. I like the idea to break up the $500 category and to have some criteria around the longevity of the company. I will consider these suggestions for when I finish ranking all the watch brands in the world.

      There would need to be a ton of research done if it’s to be done properly especially to get objective data. I just don’t have that kind of manpower available but wish I did.

      Glad you’re enjoying the rankings. It seems that you are knowledgeable about watches. Ensure to click on every brand and see their collections, starting from the Ultra Luxury working your way down.

      There are some really interesting stories behind the brands and some really interesting watches. For example, there’s a brand owned by the brother of the deceased al-Qaeda leader, Osama bin Laden, there’s a brand in the Ultra Luxury category that has some explicit/erotic complications, or a brand that has a watch with a tourbillon but doesn’t tell the time.

      Much horological art to be appreciated. Enjoy!

  4. Mike says:

    Adding some more brand recommendations for your pleasure 🙂

    Virata –
    Hemel –
    Creux –
    Garrick –
    Wryst –
    Audaz –
    Spinnaker –
    Zelos –
    Vicenterra –
    Ayers –
    Willys –
    Brew Watch Co. –
    Torgoen –
    Bangalore Watch Company –
    Audaceone –
    Doplr –
    Zinvo –
    Makara –
    Newmark –
    OceanX –
    Movas –
    Momentum –
    Krayon –
    G. Gerlach –
    Belmoto –
    Belier –
    Pita –
    Pages –
    Nienaber Bünde –
    Christian Klings –
    Masahiro Kikuno –
    Frank Jutzi –
    Vincent Calabrese –
    Bernhard Lederer –
    Moto Koure –
    Raidillon –
    OWC (Orange Watch Company) –
    Tokyoflash –

    • Admin says:

      Wow, looks like I have some homework 🙂

      Will add these to the Rankings in Progress list. I’m still working on the bottom half of your first list.

    • Admin says:

      Al, Snyper prices seem a bit inflated for the fundamental product. It’s more of a fashion brand than horological substance. The Snyper One has a Valjoux 7750 movement which should be a $2K to $4K watch on a good day (polished well and COSC certified). The Snyper Two sports Snyper’s own Calibre F100 but it retails less than $5K. Lastly when compared against the Rolex’s, IWC’s, Omega and Panerai, Snyper seemed to be at a level below.

      • Al says:


        can add these :
        Magellan – 2 stars
        Bomberg – 1 star
        METAL.CH – 0

        nice list tbh, price is the number one factor but we cannot just simply get what’s available from chrono24,ebay or wherever and then get the average price, then based the rankings there. Your explanation on Montblanc was really good, we should also look at the horological background/accomplishments or whatever else.

        One thing we all know is that Rolex and PP really hold their value well, so when looking at pre-owned prices, that doesn’t really justify the value of the watch. We should consider it being much more when bought new. Especially on vintage watches, we can see Le Phare, Bueche-Girod, Gubelin and other brands I might miss when they are all pre-owned but still sell for $$$$ which, in my personal opinion, were all expensive watches in their time probably 3-4 stars based on your criteria. For those who seem to disagree, these brands are not that collectible like some models from rolex and omega, and models from zodiac like the sea wolf for example. Same goes for some 4-5 star brands whose vintage models can be had for hundreds to a few thousands.

        In a nutshell, you’re doing pretty fine.

        • Admin says:

          Done. Also check out the other additions, Gos and Seals, pretty cool brands. I was close to giving Seals a red heart symbol but didn’t because I can’t tell how reliable the company is.

          • Al says:

            okay thanks. I checked perrelet, they have watches that start at around the $2k all the way up but to $50k.. But they don’t have any quartz watches which I think is a good indication and they have in-house movements which I think justifies them at the 3 star category but are at the lower end especially when compared to zenith and the others. Thanks!

  5. Mike says:

    This is an incredible list! Keep up the good work 🙂

    As an addition, here are some brands that are missing. Some might be very generic, but I think there are interesting ones:

    Phoibos –
    Nezumi –
    traser –
    Kentex –
    Ocean Crawler –
    Halios –
    H2O –
    Seals Watch Co. –
    Achtung –
    Fiyta –
    MWC –
    Straton –
    Andersmann –
    MHD –
    Visser –
    Havaan Tuvali –
    Obris Morgan –
    MAEN –
    Bornova –

    Note that the proper link for Coinwatch is the following (the one on the site is missing the last character):

    • Admin says:

      Thanks Mike, fixed the Coinwatch link. Will look at the suggested brands soon. Visit the change long periodically for the latest changes.

    • Admin says:

      My picks would be RW, Hami then FC. Note that the gold on the FC will likely start wearing off within weeks.

      Back to the RW, I don’t like that it’s quartz, but other than that it’s a very, very nice watch. It looks like the Patek Philippe Calatrava ($20K) and Vacheron Constantin Patrimony ($25K).

    • Al says:

      also I may like to add some brands on 2 star lists that seem to be also fitting for 3 stars:


      and some 3 stars knocking on that 4 star territory:

      Jacob & Co
      Cvstos (most are $10k+)

      lastly delacour has dupes. (3 and 4 stars)

      • Admin says:

        Agreed on the brands knocking on the 4 star category. Will check the other suggestions you’ve made like Devon, Perrelet and the duplicate on Delacour.

            • Al says:

              well thank you, I thought I already agreed on perrelet but upon searching more, they have high end models with tourbillon and prices are over 10K.

              I’m just quite confused why jacob didn’t make the 4 star list.. precious materials and astronomia. the same argument could be said for sarcar, which I think should be down 2 stars since prices online puts them in your category, but was remained in 3 stars due to them using precious metals.

              • Admin says:

                Yeah, Jacob & Co is a tough one. Astronomia is a one hit wonder for sure but overall, there doesn’t seem to be much substance behind their watches. It’s high-end fashion with precious stones before horology. Kinda similar to Cartier but Cartier does have a strong horological heritage besides the bling.

                Sure they load up some of their watches with diamonds but that’s not the bulk of their pieces (just like Patek has some very expensive watches). If Jacob & Co only sold expensive watches above $10K or above $40K then they would be a 4 star or even a 5 star brand.

                Honestly I’m 50/50 on Jacob & Co. Since you were right about so many other brands take another look at Jacob & Co with a fresh pair of eyes and let me know if you still feel strongly about them being moved up to 4 stars. Would you say they’re more like Cartier or Patek Phlippe?

                Remember price is by far the largest factor in the ranking but not the only one. This is a Watch Ranking site that’s based on a number of criteria and not a price catalog.

        • Steve says:

          I am not expert but I am watch collecting enthusiast.
          Why Patek is in High end luxury? Most of Patek are more than $40k and some are around $100k to $1 million. I think it is not right. Please check chrono24 for secondhand or check brand new prices.

          • Admin says:

            The only reason Patek Philippe is not in the Ultra Luxury category is because of the amount of watches that they make. According to Thierry Stern, in 2012, they produced 50,000 watches. A key ingredient for Ultra Luxury is to have limited quantities. Overall Patek Philippe is the top watch brand in the world.

      • Rifqi N says:

        I disagree, that Montblanc is a 3-star watch brand, because there are still MB watches, which cost $1000 – $4000.

          • Admin says:

            Rifqi, we re-revaluated the Montblanc and determined that the brand shall remain at the 3-star category. Here is a summary of the analysis:

            We exported all of the items in the catalog at and found 12 Models (Tradition, Star, Heritage, Bohème, 4810, 1858, Tourbillon, TimeWalker, Timewriter, etc)and 198 series.

            Of those Models, the Tradition was 2 stars but the rest all had Series in the 3, 4 or 5 star categories. The average price for all 198 Series listed on the website was over $5,246 when using an estimated cost of $10,000 for the 33 items listed as ‘Price Available Upon Request’. So that puts he brand into the 3 star category.

            In terms of other factors, Montblanc uses Sellita based movements for their sub $10K watches which is not desirable but they do make excellent in-house high-end movements for the watches that cost more than $10K. As a comparison, Rolex makes their own movements but Rolex doesn’t make these high-end Tourbillons.

            When comparing the two brands on Rolex’s watches that cost between $50K and $500K are all due to precious metals and stones not because of special movements. Conversely Montblanc’s $200K watches are due to their sophisticated movements.

            Lastly when considering some of the other brands in the 2 star category such as Brellum, Fortis and Longines, the brand Montblanc seems to stand out beyond them. It seems more aligned with Rolex as mentioned above with some positives and negatives. But overall in terms of Luxury level Montblanc seems to be best aligned with the 3 star category.

            • Rifqi N says:

              What a detailed explanation! Thank you so much for that.

              Btw, i’ve got these following brands, that you should add:

              1) Romanson (South Korea)
              2) Eoniq (Hong Kong)
              3) NAM Watches (Indonesia)
              4) Lanccelot (Indonesia) [not misspelled though. Haha..]

              • Admin says:

                Done. Really wanted to add Romanson (Souh Korea) to the 1 star category but the prices just weren’t there. Thanks

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