A good watch is a timeless investment. Here is our list of icons.
Every item on this page was chosen by a Town & Country editor. We may earn commission on some of the items you choose to buy. Small Dive Watches
With the advent of the digital age and the rise of smartphones, some speculated the timepiece would go the way of the pocket watch and become obsolete. A similar conversation came up again when the Apple watch was born. But those who have wondered about the fate of the traditional timepiece may have been missing the point. Yes, phones have given us a very efficient way to keep track of the hours, but has the appeal of a watch—especially a luxury one—ever really rested solely on practicality?
It is as much a signifier of status and taste—and, as auction records prove time and again, an excellent investment. But of course not all are created equal. Heritage watch brands exist for a reason, and many have been mastering their craft for centuries. So, where should you start? "Watch collecting is a journey," dealer and Graal founder Zoe Abelson recently told T&C. "For your first watch, figure out a budget and what you want out of it."
We're here to help. Consider this an essentials list of the top luxury watch brands you should have on your radar as you begin your search for the perfect heirloom. Want to get even more specific? Consult our lists of the best men's luxury watch brands as well as the best watches for women. And once you have narrowed down your choices, we have even prepared a few pronunciation lessons to consult before making that purchase.
Founded in: 1906 | Price Range: $7,750-$489,000 | Made in: France
Van Cleef & Arpels's Alhambra motif has been a coveted status symbol since its invention in 1968. This watch is the best of both worlds: an elegant timepiece and stunning piece of jewelry, all in one.
Founded in: 1858 | Price Range: $1,270-$44,000 | Made in: Switzerland
Fine state-of-the-art craftsmanship is at the heart of every Montblanc timepiece, and especially in the Montblanc 1858 collection, which is a reinterpretation of the 1920s and '30s-era Minerva watches that were used for military exploration.
Founded in: 1833 | Price Range: $7,000-$60,000+ | Made in: Switzerland
Established in 1833 in the Swiss Jura Mountains, Jaeger-LeCoultre is known for its clever designs. One of its most notable—and coveted—styles, the Reverso, features a face that flips over to protect itself within the watch casing—while showing off a custom monogram design on the other side.
Founded in: 1875 | Price Range: $45,000-$300,000+ | Made in: Switzerland
Founded by childhood friends Jules-Louis Audemars and Edward-Auguste Piguet in 1875, Audemars Piguet is perhaps most famous for its Royal Oak collection, which, since its debut in 1972, has become an obligatory status symbol for every A-lister, from hip hop legends to elite athletes. Now it has some competition: In 2019, the brand released a new collection, Code 11.59.
Founded in: 1875 | Price Range: $795-$27,995 | Made in: Switzerland
Founded in 1988 by Dutch couple Peter Stas and Aletta Stas-Bax, Frédérique Constant's mission statement is to craft fine luxury watches using Swiss techniques but sold at a relatively accessible price point.
Founded in: 1874 | Price Range: $12,900-$87,500 | Made in: Switzerland
Georges-Édouard Piaget set up his first workshop on his family farm in the village of La Côte-aux-Fées in the Swiss mountains in 1874, launching the brand that is now famous for offering the thinnest automatic watch in the world.
Founded in: 1847 | Price Range: $3,050-$300,000+ | Made in: France
Louis-François Cartier founded the jewelry brand in Paris in 1847. Seventy years later, his grandson Louis Cartier invented the famous Tank Watch, which was modeled after a military tank. Several iconic watch models have followed since, including this Baignoire Allongée.
Founded in: 1932 | Price Range: $2,560-$258,000 | Made in: France
Jeweler Harry Winston is relatively new to the watch game compared to other longer established brands out of Europe. Nevertheless, the same spirit of innovation that drives the brand's fantastical gems also applies to its timepieces. Take this avant-garde creation, the latest to join the Project Z collection—only 300 of them were made.
Founded in: 1735 | Price Range: $9,000-$30,000 | Made in: Switzerland
Founded in 1735, Blancpain enjoys the esteemed distinction of being the oldest watch brand in the world. In the 1950s, it introduced the Fifty Fathoms diving watches, which were crafted in collaboration with the French Navy's combat swimmers and soon became the standard issue of the US Navy SEALs.
Founded in: 1832 | Price Range: $825-$18,625 | Made in: Switzerland
Longines was founded in 1832 by Auguste Agassiz and two partners in Saint-Imier, Switzerland, where the company is still headquartered. Its iconic winged hourglass logo is the oldest logo of its kind still being used in its original form.
Founded in: 1865 | Price Range: $7,200-$166,000 | Made in: Switzerland
Georges Favre-Jacot was just 22 when he founded his eponymous watch company in 1865, eventually renaming it Zenith. In the century and half since, the brand has amassed a number of high profile wearers, including Mahatma Gandhi.
Founded in: 1926 | Price Range: $1,875-$32,100 | Made in: Switzerland
If you think Tudor watches look like Rolexes, you're not seeing things: the brand is a subsidiary of the luxury watch giant and its timepieces are especially perfect for those who want the look and feel of a Rolex—without as high of a price tag.
Founded in: 1848 | Price Range: $2,900-$525,900 | Made in: Switzerland
Omega holds the unparalleled title of being the first watch on the moon thanks to Buzz Aldrin, who wore the Speedmaster for his history-making feat. Today it may be most famous as the preferred timepiece of England's deadliest weapon: James Bond.
Founded in: 1905 | Price Range: $5,500-$75,000 | Made in: Switzerland
Arguably the most well-known watch brand, Rolex has many firsts under its belt, among them the first-ever waterproof watch, appropriately called the Oyster, which was created in 1926.
Founded in: 1839 | Price Range: $21,000-$485,000 | Made in: Switzerland
Patek Philippe consistently tops the list of best watch brands in the world and is a status symbol like no other. Founded in 1839, the Swiss company is also the last family-owned independent watch manufacturer in Geneva.
Founded in: 1755 | Price Range: $12,300-$131,000+ | Made in: Switzerland
Vacheron Constantin is among the oldest luxury watch manufacturers in the world, whose watches, which are known for their extensive complications, have been worn on the wrists of famous figures like Napoleon Bonaparte and Harry Truman.
Founded in: 1860 | Price Range: $1,400-$138,000 | Made in: Switzerland
"Techniques d'Avant Garde" is what the TAG in TAG Heuer has stood for since Edouard Heuer launched the Swiss brand in 1860. In 1962, John Glenn wore a Heuer stopwatch on the Mercury-Atlas 6 flight, giving the Swiss watchmaker the distinction of being the first in space. Now well-known for their sporty silhouettes, TAG Heuer has an illustrious list of celebrity ambassadors, both official and otherwise, including Leonardo DiCaprio, Will Smith, Matt Damon, and Tom Brady.
Founded in: 1860 | Price Range: $4,700-$180,000 | Made in: Italy
Founded as Officine Panerai in Florence, this Italian watchmaker has become known for its bold, sporty cases. From its former role as the official supplier to the Royal Italian Navy to its partnership with Ferrari, Panerai's timepieces guarantee the finest Italian craftsmanship.
Founded in: 1980 | Price Range: $5,800-$222,000 | Made in: Switzerland
The first luxury watch to tout a rubber strap, Hublot is also known for its bold cases. Fun fact: the brand's name is French for "porthole"—it's easy to see where the inspiration comes from.
Founded in: 1884 | Price Range: $3,400-$73,000 | Made in: Switzerland
Breitling is has long been a particular favorite of aviators—the brand even teamed up with Scott and Mark Kelly, the only twins to have traveled in space, and employs a team of pilots who travel around the world doing acrobatic display flights in fighter jets.
Dania Lucero Ortiz is Town & Country’s Fashion and Accessories Director, where she writes about style and jewelry.
Leena Kim is an editor at Town & Country, where she covers travel, jewelry, education, weddings, and culture.
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