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

    • Admin says:

      PRIM is a bit tricky as there are essentially two manufacturers making watches in two different categories. One more expensive and more affordable. The following was added:

      Added Prim (Manufacture 1949) (manufacturer Elton hodinářská) (Czechia) to the 2 star Basic Luxury Watches category $1,500 – $5,000

      Added Prim (Original)(manufacturer MPM-Quality) (Czechia) to the Watches Other Countries category <$500

  1. Imran Khan says:

    Hi, I am from Bangladesh. I have been using Credence watches which is serving very good. But astonishingly, there is no information on this watch online. I am not talking about only your website. I couldn’t find any relevant infromation or website of this brand. Could you please help me learning about the origin and validity of this watch?

  2. Tomek says:

    For sure Eterna and very likely also Epos should be upgraded to the basic level. Eterna is far better and more expensive than Tissot. Some people rank it even over Longines. Entry level mech. Eterna is more expensive than Longines. I would say on Oris price level.

    • Admin says:

      Added Masahiro Kikuno (Japan) to the 5 star Ultra Luxury Other Countries  category >$40,000. Thanks Rifqi. Always enjoy learning about new brands in this category.

      • Altas Del Mar says:

        Where does the watch brand MARATHON fall? It has time pieces with Swiss movement ranging in price from $500-$6000. I personally have a $1500 jumbo diver watch from them and I was surprised to not find it in your list. They’ve made watches for the allied forces since the 1st world.

    • Admin says:

      Added Reef Tiger (China) (origins: Switzerland) to the to the Watches Other Countries category <$500. While their watches sport sapphire crystals and the designs look pretty nice, it is not nice that they seem to hide the fact that they are owned by a Chinese firm and instead deceitful trying to look like the descendants of Reef and Tiger revitalized and still run the company. There's nothing wrong with Chinese or any other type of ownership. What is problematic is not being truthful. Know what you're buying if considering this brand.

    • Admin says:

      Added Seiko back, had made a mistake leaving them off when moving them into the Watches category. Also added Richard LeGrand (Singapore) to the to the Watches Other Countries category <$500. It is nice to see sage of a reliable movement and sapphire crystal.

  3. Rifqi N says:

    Could you please add these following British brands?

    1) Garrick
    2) Schofield
    3) Robert Loomes

    Btw, why did you write Graham as a Swiss brand? Isn’t it a British brand too?

    • Admin says:

      Updated the list with the suggested brands. Really enjoyed researching and learning about these brands Rifqi. I even gave Garrick the red heart symbol as a standout in its category due to the heritage and small quantities.

      Graham is a historic British brand which has been re-started by the Swiss watch company, The British Masters. Other than the name there’s not much British left. I did however update the list to reflect having origins in the UK.

      Thanks for the suggestions.

Leave a Reply

Your email address will not be published. Required fields are marked *