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Establishing a ranking of the best men’s watch brands seemed as dangerous as it was foolish. We therefore preferred to draw up a list of watch brands that you really need to know if you love horology. Brands (often luxurious) that you probably have already heard of, but may overlook some things.
This article has no other pretension than to help you see more clearly and to pique your curiosity to make you want to learn more!
Which watch brands should we include in this ranking?
In a constantly evolving watchmaking landscape, there are big names that one cannot ignore. For many, the name Rolex comes to mind immediately. Yet, today, many are trying to break the mold and launch their own brand. Over the past few years, we have talked about BA111OD, CODE41, Hegid, Charlie Paris, Beaubleu and so many others… They are still a bit young to be featured in this article, but they certainly deserve your attention.
The long list of watch brands that we share here, whether more or less prestigious, is obviously not exhaustive. We could also have mentioned (in no particular order) Blancpain, BRM, Hamilton, Lip, Ulysse Nardin, Glashütte, A. Lange & Söhne, Yema… But we have “chosen to make a choice”.
So, here is (in alphabetical order) our selection of 30 watch brands that you have definitely already heard of or… that you absolutely must know!
Alpina
Like many of its counterparts mentioned here, the Alpina brand was born in Switzerland in 1883, and was then part of the Swiss Watchmakers Corporation. After a complicated period at the end of the 20th century, Alpina has nicely relaunched itself.
While it celebrated its 140th anniversary in style, it enjoys a solid reputation today, especially in the world of sports. The French freerider Victor De Le Rue is thus the official ambassador of the Swiss house.
Audemars Piguet
The name of this brand directly refers to its two creators, Jules-Louis Audemars and Edward-Auguste Piguet. Founded in 1875, the Swiss house (naturally!) quickly distinguished itself with its increasingly complex watches (chiming, minute repeater…) and its extra-thin movements.
In 1925, Audemars-Piguet unveiled the thinnest pocket watch in the world, with a mere 1.32 mm thickness. Since the 1970s, the brand is best known for its iconic Royal Oak collection. The watches in this sporty line stand out for their octagonal case and the eight visible screws that ensure waterproofing.
It should be noted that in 2024, the luxury watch brand still belongs to the descendants of the two founders: this is rare enough to be pointed out!
Bell & Ross
Contrary to what its name might suggest, the Bell & Ross brand is… French (Franco-Swiss, to be more precise). And like the previous one, this name also refers to its duo of creators, Bruno Belamich and Carlos Rosillo.
Founded in 1992, the company specializes in watches designed for professionals, particularly those who work under “extreme” conditions: pilots, astronauts, soldiers… These timepieces are therefore particularly robust, like the Hydromax, waterproof up to 11,000 meters!
Bell & Ross watches (particularly the BR collection) are often recognized by their square case combined with a round dial. And while readability is a strong point of these models, the brand doesn’t forget to take care of the style, even daring some eccentricities (fluorescent brightness, a skull on the dial…). So it’s safe to say that with a Bell & Ross on your wrist, you won’t go unnoticed!
Breguet
Undoubtedly, this is one of the oldest watchmaking brands, founded by Abraham-Louis Bréguet in Paris in 1775, on Quai de l’Horloge (you couldn’t make it up!).
As early as 1780, Breguet began developing his first automatic watches, known as “perpetual”. From Bonaparte to Winston Churchill, through Marie-Antoinette, Breguet has rubbed shoulders with historical figures of this world.
If the 20th century was not always a pleasure ride, the takeover by the Swatch Group in 1999 allowed the brand to envisage the future with more optimism. And to demonstrate unparalleled expertise in the creation of its high-end watches, as evidenced by the Golden Hand received in 2014 for the Classique Chronométrie 7727 watch.
In 2023, she revived one of her most iconic models, the Chronograph Type XX.
Breitling
Breitling watches, too, are aimed at fighter pilots. But their style is much more conventional than that of Bell & Ross. Founded in 1884 by a certain Léon Breitling, the brand even has its own air patrol, the Breitling Jet Team!
The Navitimer is thus the reference watch for all aviation enthusiasts. As always, Breitling claims unparalleled (or nearly so) precision for its chronographs. This also applies to its Chronomat or its Superocean, cut for diving enthusiasts.
Cartier
Since its creation in 1874, the Cartier house symbolizes French luxury. And this applies to Cartier watches as well as jewelry, bags or perfumes.
In the watchmaking department, his Tank watch is part of those timepieces that changed the course of history from 1918. Its design would be inspired by a tank from the First World War…
Specialist in shaped watches, Cartier has also made a mark with the Santos and its square case or the inimitable Crash, which invariably conjures images of Dali’s soft clocks!
Chopard
Internationally, the name Chopard is often associated with the Cannes Film Festival, the Swiss house being responsible for manufacturing the Palme d’Or every year.
Since its creation in 1860, the brand of Louis-Ulysse Chopard has shone for its refinement, with richly decorated watches, directly inspired by the Russia of the tsars. Some of these characteristics can still be found on women’s watches, but Chopard is more sober for men (albeit!), particularly with its iconic L.U.C collection, the Mille Miglia watches or its Tourbillon QF Fairmined for example.
Festina
Some might perhaps cry scandal when they see this brand appear here. However, Festina is indeed a name to know when one loves watches. Born in 1902, the Swiss brand is also linked to Spain, having been bought in 1984 by the watch brand Lotus and its owner Miguel Rodriguez.
Even today, many teenagers wear a Festina watch on their wrist, it almost symbolizing “the passage to adulthood”. Although automatic models are available in the catalogue, it is indeed the quartz watches that contribute to Festina’s radiance. Like Fossil, but better, so to speak.
In 2023, the brand experienced an unexpected surge in popularity. Why? Thanks to a very fleeting but noted appearance of its 1948 Extra watch in the Berlin series on Netflix!
Frederique Constant
It’s obviously not the best known of the Swiss brands, but it’s one of those that has adapted best to the demands of the modern man. It must be said that it is considered a “baby” compared to its illustrious elders, as the Frédérique Constant house was only established in 1988!
Today, the brand benefits from growing recognition, establishing itself as a reference in the market of accessible luxury, with a rich and varied collection. From the Yacht Timer to the Highlife, including its connected Vitality watch, (available on Amazon!), there’s something for everyone.
Truly hyperactive, Frédérique Constant has developed over 30 movements since its creation. It also does not hesitate to multiply partnerships with artists from all backgrounds, from The Avener to Peter Speake, including seconde/seconde/.
Herbelin
With Herbelin, we maintain a positioning quite similar to that of Frédérique Constant, but with even more accessible models (540 euros for a Cap Camarat quartz for example).
The result of a beautiful family adventure, the French Watchmaking Workshop created in 1947 has never hidden its attraction to the marine universe, and this is felt in almost all its watches: Newport Regatta Carbon, Cap Camarat … Wearing a Herbelin watch is to yield to the call of the open sea. And for those who might be afraid of getting seasick, the City and Art Deco collections will also be at ease in an urban environment!
Porthole
Style and price range change with Hublot! Here, we’re not afraid of ostentation and the zeros lining up when it’s time to pay. However, we cannot reduce the Swiss brand founded in 1980 to its bling-bling image.
For Hublot masters to perfection “the art of fusion”, skillfully combining materials as diverse as rubber, rose gold and ceramic. Highly involved in the world of sports (from F1 to football), the brand can rely on an iconic model, infinitely declined or almost: the Big Bang chronograph!
IWC
Behind the three letters IWC hides the International Watch Company, a watch manufacturer born in Switzerland, in Schaffhausen, in 1868. The brand is indeed international, as it was an American, Florentine A. Jones, who was its originator.
IWC has always stood out for its ability to innovate, being a pioneer in the use of titanium or ceramic, for example. Today, the brand’s name is closely linked to the world of aviation, diving and sea racing. The Portofino and Spitfire collections are the most beautiful illustrations of this.
Jaeger-LeCoultre
Founded in 1833, the Jaeger-LeCoultre manufacture is one of the most renowned in the world, always at the forefront of innovation. From 1844, Antoine Le Coultre thus developed the millionometer (capable of measuring the micron).
A few decades later, Antoine’s grandson, Jacques-David Le Coultre, meets Edmond Jaeger. Together, the two men challenge themselves to create the thinnest watch in the world. They achieve this in 1907, with a movement 1.38 mm thick.
Since then, it is another innovation and another watch that contributes to the fame of Jaeger-LeCoultre: the Reverso, a model with a reversible case created in 1931, that allowed polo players to protect their timepieces from shocks during their matches. 80 years later, this watch remains an Art Deco symbol prized by watch enthusiasts worldwide.
Longines
The history of the Longines brand is intimately linked to the history of sports. Founded in 1832 by Auguste Agassiz, the Swiss watchmaker produced its first chronograph in 1879. A few years later, Longines was the official timekeeper of the first modern Olympic Games in 1896, in Athens.
Long a presence in the world of tennis (particularly at Roland Garros), Longines is today the official partner of several alpine skiing, equestrian, gymnastics, and archery competitions. And its Master Collection is found on the wrists of many men, both on and off the sports field.
Richard Mille
When switching from Longines to Richard Mille, one can stay in the world of sports. Mainly tennis and car racing, with the brand notably associating its name with Rafael Nadal and Alain Prost.
Former CEO of Mauboussin, Richard Mille decided to create his own brand in 2001. And in less than 20 years, his success has been spectacular. Winner of the Golden Hand in 2007 for his RM 012, the brand specializes in ultra-complicated watches, recognizable at first glance with their barrel-shaped case and skeleton dial.
The prices, however, tend to “soar” slightly, regularly approaching one million euros. This makes Richard Mille one of the most expensive watch brands in the world.
Montblanc
When one mentions Montblanc, one mainly thinks of the pens and leather accessories. It makes sense as the brand with the white star has established itself as a benchmark with its Meisterstück.
However, Montblanc has also officially entered the watchmaking universe since 1997, with the creation of Montblanc Montres S.A, in Switzerland. Almost as a matter of course, it is a watch named Meisterstück that allows the brand to establish its legitimacy.
Today, Montblanc continues to stay true to its DNA with its Star Legacy and Montblanc Heritage collections, while breaking new ground with its Summit 2 connected watch, designed as a “fusion between cutting-edge wearable technologies and the codes of Swiss Haute Horlogerie”.
Omega
Omega is THE watch brand of James Bond. And that alone is classy! But dressing Daniel Craig’s wrist as 007 is not the only feat of the Swiss company (Rolex also did it in 1962 with Sean Connery).
Thus, the Speedmaster equipped astronauts Neil Armstrong and Buzz Aldrin on the Moon in 1969. Still very popular with celebrities, the brand has been endorsed by stars as diverse as George Clooney, Michael Schumacher, Eddie Redmayne, and Cindy Crawford! And the Speedmaster collection has not lost any of its charm since its journey into space… even more so since the special collaboration with Swatch in 2022!
Oris
Scuba diving, Formula 1, GIGN, jazz… The Oris manufacture exhibits a rare versatility in the watchmaking landscape. Established in Hölstein, Switzerland, in 1904, the brand almost disappeared during the watchmaking crisis of the 1970s (like many others).
Fortunately, she has superbly turned things around since the early 2000s, regularly gracing us with exceptional timepieces, such as the Carl Brashear Cal.401 and her amusing ProPilot X Kermit. In 2023, she also graced us with a beautiful watch whose laser-worked dial changes color depending on the angle, shifting from blue to green and purple.
Panerai
It’s not only in Switzerland or Italy that beautiful watches are made. However. Panerai is an Italian company founded in Florence in 1850 (but which has belonged to the Richemont group since 1997), but now offers watches made in Switzerland.
If the brand holds few secrets for true watch lovers, it does not enjoy the same fame as many of its 100% Swiss rivals. Yet, Panerai produces exceptional watches for us men, often inspired by the maritime world.
From the mechanical movement Radiomir to the sublime Luminor, passing through the aptly named Submersible collection, the Italo-Swiss firm is tailored for the deep sea.
Patek Philippe
Is it an exaggeration to say that Patek Philippe offers the most beautiful watches in the world today? Probably not, at least, it is the archetype of the luxury watch brand. The Swiss brand, established in 1839 by two Poles, is the very embodiment of horological perfection, with models of rare precision.
And to do this, Patek Philippe tastefully avoids going overboard, much like its Ref. 5212A Calatrava Weekly Calendar unveiled in 2019, a magnificent prestige watch. Here, the watchmaking complication is not an end in itself, it is not shown off. The refined vintage aesthetic remains the signature of the brand and it is also one of its most beautiful achievements.
And then, how can we not mention the Nautilus, often copied but never equaled, and which remains one of the most coveted watches by collectors and investors.
Pequignet
Who would have bet on the success of an independent French watchmaking house created in the midst of a crisis, in 1973, near Morteau? Yet, nearly half a century later, Pequignet perpetuates the Jura know-how with its iconic royal caliber. An adjective that we find even in the brand’s logo, a lily, but also on the company’s emblematic timepiece today: the Rue Royale.
In 2023, the Pequignet house celebrated its 50th anniversary in a very special way, by unveiling its new Concorde collection… but also by being chosen as the official watch of the Elysée!
Piaget
Founded by Georges-Edouard Piaget in 1874 in La Côte-aux-Fées, it is today one of the many stars of the Richemont galaxy. A star still in the firmament, which continues to shine thanks to its technical achievements.
Thus, even if it has been dethroned by Richard Mille, Piaget regularly breaks the record for the thinnest watch in the world, with its Altiplano collection. The Altiplano Ultimate Concept even received the Golden Needle in 2020! But the brand also knows how to evolve in other registers, like with itsPolo 79, which has (already) made a mark at the start of 2024.
Rolex
Do we really need to introduce the Rolex brand? Yes, probably, because while everyone knows its name, fewer people know the history of this watch brand. The leading global brand in terms of turnover, Rolex was founded in London in 1905, driven by a young German man, Hans Wilsdorf, and today represents the most well-known luxury men’s watch brand.
Quickly established in Switzerland, the brand launched in 1926 the Rolex Oyster, the world’s first waterproof watch. This legendary name still appears in the brand’s catalog today, alongside other equally prestigious models, among which are the Sea-Dweller, the Datejust, the Submariner and the GMT-Master, the unmistakable (and yet often imitated) “Rolex Pepsi”… not forgetting the unloved Cellini!
If one does not own one, can we say that one has failed in life if one does not know the Rolex brand by the age of 50?
Seiko
Seiko is undoubtedly the first Japanese watch brand to have gained an international reputation. It is in any case the first to have offered a quartz watch to the general public. This was in 1969 with the Astron.
The company founded in 1881 by Kintaro Hattari has literally revolutionized the world of watchmaking. Closely linked to the world of sport (it was notably a partner of FC Barcelona), the brand still has the energy of a young debutante at over 140 years old. Proof of its eternal youth? Seiko has recently released a 3-hand automatic watch in the colors of Naruto and a limited edition Street Fighter V!
Today, one must clearly distinguish the classic Seiko watches from the luxury brand Grand Seiko, whose models make watch enthusiasts from all over the world dream.
Swatch
Here is another great name in quartz watches! Born in Switzerland in the early 1980s, the Swatch watch has always shone for the simplicity of its design and its brightly colored style.
The original model was made of plastic and that is still the case today, even though the brand is increasingly using bio-sourced materials. We particularly love Swatch watches for the collaborations they set up, like their recent MoMA collection … or those dedicated (careful, nostalgic pleasure!) to Dragon Ball Z or The Simpsons !
But if the brand has been talked about so much in recent months, it is obviously thanks to (or because of) its collaborations with Omega and Blancpain!
TAG Heuer
At the end of the 19th century, the watchmaking company founded in the Swiss Jura by Edouard Heuer is the first to manufacture chronographs in series. It is therefore understandable why the brand is so involved in the world of sport today.
Highly prized by Ayrton Senna in the 1980s, the brand even lent its name to the F1 engine of the Red Bull Racing team between 2016 and 2018. It also played a major role in the world ski championships and the Louis Vuitton Cup (the famous sailing competition). We could continue the name dropping by mentioning the Monaco watch beloved by Steve McQueen or the Carrera, which celebrated its 60th anniversary in 2023… but you will have already understood that TAG Heuer is simply a must-have brand for lovers of sport watches!
Tissot
The common points between TAG Heuer and Tissot are relatively numerous, starting with their Swiss origin and birth in the 19th century (specifically in 1853). A historical member of the SSIH (Swiss Society for Watchmaking Industry) along with Omega, Tissot has always had an eye on new technologies and sporting competitions.
It’s not a coincidence if she is the first to have created a touch screen smart watch (the T-Touch in 2000) and if her name remains associated with numerous events such as the MotoGP championship or the Tour de France cycling race.
But for some time now, Tissot has also been enjoying great success by delving into its archives and reissuing models as iconic as its PRX or its PR516.
Tudor
The watch brand Tudor was founded in 1926 by a certain… Hans Wilsdorf. If you’ve read the article this far, that name must certainly mean something to you, since he also created Rolex. Indeed, Tudor can be seen as the “daughter company” of Rolex, even though it has gained independence in recent years.
The similarities between Rolex and Tudor watches are evident, even though the latter are significantly cheaper! Today, Tudor manufactures its own in-house calibers as on its iconic Black Bay Fifty Eight dive watch.
Vacheron Constantin
“Do better if possible, which is always possible.” The motto of the Swiss brand Vacheron Constantin may make you smile, but it perfectly illustrates the will of its creators to offer the most beautiful watches possible!
Established in 1755, the brand can be seen as the oldest watchmaking factory in the world, even though its recent history has not been entirely peaceful.
Vacheron Constantin has successfully traversed the ages, continuing to innovate: first watchmaking complication in 1790, first pocket watch with jumping hours in 1824, the world’s flattest minute repeater in 1992… And most importantly, in 2015, the 57260 became the most complicated watch in the world, with no less than 57 complications.
Zenith
It was in 1865 that Georges Favre-Jacot founded his watchmaking factory Fabrique des Billodes in Switzerland. But it wasn’t until 1911, when he handed over his business to his nephew James Favre, that it took the name of Zenith.
During the watch crisis in the 1970s, everything ultimately stopped when the leaders decided to bet everything on quartz. Fortunately, a few years later, the new owners of Zenith returned to the fundamentals and redeveloped their iconic El Primero movement. This still equips the brand’s watches today, especially in the Chronomaster and Defy lines.
These are just a few of the many amazing watch brands out there, but a choice had to be made! In a world where technology is constantly evolving, it’s important to keep an eye on the classics as well. These brands have stood the test of time and their watches, already highly sought after by collectors and enthusiasts, will certainly be appreciated and sought after for many more years to come.
Whether you are more a fan of simple models, prefer leather or steel bracelets, or you are looking for something a bit more complicated in movements, there is certainly a watch brand that will suit you perfectly. So take your time, do your research and find the perfect watch for your collection among these 30 watch brands that we have presented to you.