From the stylish affordable watch to the luxury timepiece, we love to talk to you on Masculin.com about the watch brands that we really like. Watches that anyone can wear on their wrist or others that will simply make the majority dream.
Unfortunately, alongside these desirable models, some watch brands appear to us as far less… recommendable. Whether it’s because of their flashy style or their quality, here are a few of the brands that we suggest you to avoid today… perhaps waiting for better days!
Invicta
One could almost be content to display a photo gallery to explain why Invicta is not a brand we recommend. But since everyone has different tastes, some of you may be tempted by an… original watch (after all, why not!).
Alongside these questionable models in our eyes (such as the Bolt or the King Python), Invicta also offers more traditional watches… but a tad too inspired by certain legendary timepieces. Thus, it’s hard not to think of Rolex or Audemars Piguet when seeing the Pro Diver, sometimes copied from the Submariner or the Royal Oak with a blatant imitation octagonal bezel.
If we add to this unimpressive finishes and materials, and entry-level Ronda quartz movements, all signals are red for Invicta. A shame for a brand born in Switzerland in the 19th century… but bought by American investors in the 1990s after almost disappearing during the quartz crisis of the 1970s.
Diesel
The Italian brand established by Renzo Rosso in 1978 is a typical case. It is that of the trendy and willingly provocative label that does not like to go unnoticed… even if it means going overboard. What is true for clothing is unfortunately also true for watchmaking.
The name of some models, already, do not inspire too much confidence: Mr Daddy, Mega Chief… But what about the design: here, subtlety has no say, we are dealing with a watch that is meant to be seen, ostentatious. Golden bracelet, iridescent dial or even maliciously skeletonized, the limit of good taste is often happily crossed. But it is especially the size of Diesel watches that can give cold sweats. At a time when cases are slimming down (a 39mm man’s watch is no longer a rarity), the Italian brand does not hesitate to offer 51 or even 57 mm!
If you really want to wear Diesel, you should lean towards jeans! And if you must wear a watch that’s too big for your wrist, we would almost recommend Police (which is saying something!) or Fossil (who produces Diesel watches…).
Hugo Boss
We remain in the same spirit … but not quite. Like Diesel, Hugo Boss is a renowned clothing brand. The German house has also managed to carve out a nice place for itself in the perfume market. But why on earth insist on offering watches if it’s just to limit oneself to low-end fashion watch?
In itself, the design of Hugo Boss watches is not shocking, quite the opposite. Since it is a “fashion” brand, it produces “fashionable” or relatively timeless watches. Most often, you will find steel models (worthy of Festina), but you can also find even more refined models with black dials and Milanese mesh straps…
The main issue stems from the fact that Hugo Boss capitalizes on its name to offer its products at a price that we find greatly overestimated: more than 400 euros for a classic quartz chronograph… Note that the German house is not the only one this criticism applies to: Versace, Dior, Armani could have just as easily made this list!
Wood Core
If Invicta has seen its reputation grow exponentially thanks to Amazon and social networks, this truth also applies to the Holzkern brand, which seems to have fully understood the laws of digital marketing.
German speakers will understand from translating its name (“heart of wood”) that the Austrian brand specializes in wooden and stone jewelry and watches. Certainly. After all, why not. Furthermore, Holzkern does not claim anything more, and even its prices are not scandalous.
But we remain somewhat skeptical about its communication, touting the merits of its “natural” watches made in small quantities to avoid overproduction. Especially since Holzkern remains much more discreet about the accusations of greenwashing and dropshipping that it regularly faces…
Filippo Loreti
“If you are looking for quality watches with a design inspired by luxury watchmaking, but without paying the high price, Filippo Loreti is there for you.” This is essentially the promise made by the Italian brand on its official website.
The Transalpine house experienced a meteoric success and triggered a nice little buzz by wrapping up its crowdfunding campaign in just a few hours. With 200,000 euros raised in a single day and over 4.8 million euros (far from the hoped-for 20,000!) raised from 18,550 contributors, Filippo Loreti is part of these watch brands that have been a hit on Kickstarter.
Yes, but here’s the thing, the beautiful story has taken a bit of a hit since. Particularly because these “Italian” watches are essentially made in Asia and that, while the style is indeed present, the assembly is not necessarily up to the standard of the famous initial promise (even though efforts have been made in this regard).
Let’s be clear: Filippo Loreti watches have real qualities, but the brand must remain careful and not make its customers believe that it designs models that meet luxury watchmaking standards.
Of course, we cannot guarantee that this selection is 100% objective. Some of you may even already own a model from one of these brands and are delighted with it… and that’s the main point! But as we did in our article about men’s fragrances to avoid, we have simply discussed here brands for which there are more valid alternatives in our view, more or less in the same style and at not necessarily higher prices.