The best watch brands all have the same things in common: They have an exciting portfolio of iconic timepieces and offer consistently high product quality. Depending on which watch enthusiast you ask, the ranking here will probably vary slightly. Before sharing my personal top 10 luxury watch brands of all time in more detail, let’s take a look at my selection and the respective market shares of each brand, measured by GMV:
1. Rolex – Top of the Class
The brand with the crown has produced a number of watches with timeless designs and great history. Models such as the Rolex Submariner or Rolex Datejust have been often imitated, never duplicated. The Rolex Submariner is the most replicated watch in the world and is considered a status symbol today.
What I particularly like about Rolex is that the feel of their watches is simply phenomenal. It is pure joy to operate a Rolex bezel, turn the crown, or simply fasten the clasp. Even if the class leader is not popular with every watch enthusiast, its success is absolutely justified. The success story is particularly astonishing when we consider that Rolex is rather young compared to other watch brands.
2. Omega – the Eternal Runner-Up
Omega is the fiercest Rolex competitor and is often perceived as the eternal runner-up – quite wrongly, in my opinion. Omega has a large portfolio of great watches that stand out when it comes to quality. Particularly noteworthy is the METAS-certified Co-Axial movement, which is not only highly accurate, but also anti-magnetic up to 15,000 gauss.
The Omega Seamaster Diver 300M is one of the most exciting diving watches of the modern era and the Omega Speedmaster Professional is one of the most historically significant watches of all time. I particularly like the way Omega presents its watches. They take a much more modern and playful approach than the competition – yet it never seems over the top or inappropriate. The box for Seamaster watches, for example, has a wood effect reminiscent of the deck planks of a yacht, and the box of the Omega Speedmaster is shaped like an astronaut’s suitcase. Even unpacking the timepiece is an experience!
3. Patek Philippe – Fine Timepieces and Great Prestige
There is hardly a watch lover who has not dreamed of one day owning a Patek Philippe. In contrast to Audemars Piguet, the competitor offers a far greater variety of models. Although the Patek Philippe Nautilus is the brand’s best-known model, the Calatrava and Grandes Complications collections also have plenty of admirers. The brand caused a stir in 2024 with a brand new model: the Patek Philippe Cubitus. In my opinion, however, the most interesting watch in the Patek portfolio is the Aquanaut. The model, which first appeared in 1997, does not look back on extensive history like the famous Patek Philippe Nautilus, but is already considered an icon.
4. Vacheron Constantin – the Oldest Continuously Operating Watchmaker
Tradition is palpable at Vacheron Constantin. The manufacturer was founded in 1755, and describes itself as the oldest watchmaker in the world. The Patrimony and Overseas are two of the brand’s best-known models, with the latter becoming a fan favorite in recent years. The new edition of the Historiques 222 in stainless steel, which was released to mark the brand’s 270th anniversary, was also well received by the watch community.
5. Breitling – Robust Tools for the Wrist
Breitling has a lot of beautiful watches on offer. Models such as the Breitling Avenger or the Breitling Chronomat have a high recognition value and are quite robust for a luxury watch. Large diameters and a tool-like design language are typical of Breitling watches, but models with smaller diameters aren’t a problem for the luxury watch manufacturer.
Breitling Navitimer is considered one of the best watches of all time and the Breitling Superocean offers something special for fans of diving watches.
6. Audemars Piguet – Inventor of the Steel Sports Watch
In 1972, when the quartz crisis was in full swing and steel watches were still being used as instruments, Audemars Piguet dared to do the unthinkable: Together with legendary designer Gérald Genta, they created the first luxury watch made of steel.
The Audemars Piguet Royal Oak is largely responsible for making luxury watches the way we know – and love – them today. However, apart from the Royal Oak and the Royal Oak Offshore, the manufacturer does not offer any other notable models in its portfolio, even though the Audemars Piguet Code 11.59 collection is home to some beautiful watches.
7. Jaeger-LeCoultre – The Watchmaker’s Watchmaker
Jaeger-LeCoultre is known more for its movements than for its watches. Thus, the traditional manufacturer has earned a reputation as the watchmaker’s watchmaker. But the company’s own watches are also among the best the industry has to offer. The Jaeger-LeCoultre Reverso may be the best-known icon in the JLC portfolio, but the JLC Ultra Thin Moon is also impressive. The portfolio even includes a true sports icon with the JLC Polaris.
8. Cartier – More Than Just Jewelry
Although Cartier is better known for its jewelry, the Parisian company also has one or two iconic watches up its sleeve. The Cartier Tank should definitely not go unmentioned, but I am particularly taken with the Cartier Santos.
The history of the world’s first pilot’s watch goes back to 1904. The icon has barely changed visually since its introduction in 1911, however, Cartier has introduced practical features such as a quick-change system for the strap and links. Tradition and modernity don’t have to stand in each other’s way – that’s what I admire about Cartier.
9. IWC – Pilot Chronographs and Dress Watches
Does anyone remember the provocative IWC posters and ads from some years ago? They featured slogans like, “Almost as complicated as a woman. But on time.” I’ll leave it up to you to decide on the merits of the campaign, but it was certainly effective; after all, IWC was talk of the community at the time.
There is no more provocative advertising today, but the quality watches have thankfully remained. With the IWC Ingenieur, the portfolio includes a great all-rounder by legendary watch designer Gérald Genta, aviation fans will delight in the IWC Pilot’s Watch, and lovers of elegant watches have both the IWC Portofino and the IWC Portugieser to turn to.
10. TAG Heuer – Dedicated to Motorsport
TAG Heuer, formerly known as just Heuer, has produced some of the most iconic motorsport watches ever made. These include the Autavia, Monaco, and Carrera. Today, the brand boasts a wide-ranging portfolio that remains closely linked to its sporting roots. Models like the TAG Heuer Formula 1 or TAG Heuer Aquaracer are popular entry-level choices, thanks to their comparatively accessible prices.
