
The Swiss watch industry churns out 20 million timepieces annually, but that only makes up a portion of global manufacture. Value-wise, however, it contributes to around 50%. Crazy, right? So, you’re wondering who the big players are and what they contribute to within the horological world?
Well, “best” is a pretty subjective term, and there’s an endless list of watchmakers all chomping at the bit to become the next leading brand. There are low-end, mid-tier, and high-end categories – each deserving a written piece of its own.
But if we’re talking about rounding up the hard hitters that experience year-on-year success, I have 11 lined up here for you.
The watch brands I’ve chosen for this list are based on my eleven years of industry experience and data from 2023 to 2024. Of course, there will be names you think should be on this list and maybe a brand or two you believe should be further down the ladder.
But these are the names collectors are digging right now. Learn how each one has earned its place on this list of best watch brands in 2025, and jump right in!
No.1 Rolex

How can a “best watch brands” list not include the name Rolex? It may not be the most boundary-pushing of brands by today’s standards, but there is a reason for the crown logo on the dial of every timepiece, and that’s because Rolex is king.
Rolex is the most recognized watch brand on the planet, and pretty much every design it has ever created has earned itself the title of “icon.”
Rolex watches cost as much as houses, especially when it comes to auction prices (take Paul Newman’s very own Daytona watch as an example, which sold in 2017 for over 17 million dollars!). But guaranteed, if you ever find yourself stranded in a foreign country, you could buy yourself out of any situation with a Rolex.
Back in 2023, Rolex occupied 30% of the entire Swiss market, with 1.24 million watches sold. The company made around $11.2 billion, with bestsellers like the Submariner, the Datejust, Day-Date, Daytona, and GMT-Master II, proving top of a collector’s wish list. But why is Rolex the No.1 watch brand?
It’s all to do with the company’s presence across the industry and a history steeped in firsts, like the first waterproof and dustproof watch in 1926 with the Oyster watch and Rolex’s first self-winding perpetual rotor in the early 1930s.
Rolex was also the first brand to create a watch that displayed the day and date on a dial back in 1945 with the Datejust. Moreover, Rolex watches are investment pieces, with most designs retaining their value exceptionally well, if not appreciating over time, making them an appealing proposition to those who know when to strike when the iron is hot.
No. 2 Cartier

The No. 2 position used to be held by Omega but is now held by Cartier, and are you surprised? If you are, you shouldn’t be. After all, Cartier invented the first wristwatch for men, remember? The Cartier Santos – a bold, square, and kind of industrial-inspired watch for its time.
Other iconic models include the Tank – a wristwatch inspired by military tanks of WWI, and the Cartier Ballon Bleu – a bubble-like, balloon-inspired design adorned with a sapphire cabochon crown. Around 18 months ago, Cartier took up an 8% market share, selling over 3 million watches.
Even though Cartier holds the second place in this list of best watch brands in the world, the drop between Rolex and this brand is still huge. If anything, it shows what a domineering giant Rolex really is.
From a consumer’s point of view, Cartier watches are the ultimate symbol of luxury and prestige and became even more respected across elite watch collecting circles when it began putting old collectibles back into production, like the recently released A Guichets watch from the 1930s.
The Prive collection is dedicated to modern relaunched variants of classic designs like this and includes models such as the Tortue and Tortue Monopoussoir Chronograph.
No. 3 Omega

Without a doubt, Omega is one of the most famous names in the industry. Part of that global recognition is down to the Speedmaster, which became famous as the first watch that went to the moon.
Technically, though, the Speedy was initially intended for the racetrack, hence its trio of chronograph counters at 3, 6, and 9 o’clock and its black tachymeter bezel for measuring speed based on distance. Still, the Speedmaster passed all of NASA’s stringent testing criteria and became its most famous design of all time, alongside other bestsellers like the Seamaster, Constellation, and De Ville.
Like Rolex, Omega has put its hand to manufacturing its own materials and crafts some of its most covetable watches from Sedna Gold – the brand’s own 18k rose gold alloy, and Moonshine, a slightly paler-looking yellow gold with a composition of silver, copper, and palladium.
Aside from the iconic Speedmaster, Omega made history in other ways, including its first minute-repeater wristwatch in 1892 and its first pioneering watch movement, which was created for mass production in 1984.
No. 4 Audemars Piguet

If you’re unfamiliar with Audemars Piguet, you’ll at least recognize its history-shaping Royal Oak or the many inspired designs that have followed it. Audemars Piguet is one of the oldest luxury watch manufacturers in the world, revolutionizing the luxury sports watch market with its Gerald Genta-designed Royal Oak.
The highly covetable sports watch is distinguishable by its octagonal bezel and Grand Tapisserie dial. The equally popular Royal Oak Offshore followed in its footsteps – a chronograph with beefier proportions and a more aggressive aesthetic.
Despite its popularity, the Royal Oak is notoriously difficult to obtain due to its high demand and limited production. As in many cases where the thousands seek an iconic watch, production rarely meets consumer demand, which drives prices up even higher on the second-hand market.
Back in 2023, Audemars Piguet made $2.6 billion in sales and sold 51,000 watches. This gives a much clearer view of each AP watch’s retail price compared to units sold.
Audemars Piguet has a reputation to uphold and a standard to keep up with, so it’s unlikely that its watches will ever come down in retail price. Thus, we’re unlikely to see prices come down on the pre-owned market any time soon, either.
No. 5 Patek Philippe

Patek Philippe is the Rolls Royce of watches and is revered in the watch community for its high complication watches using some of the industry’s finest materials.
Patek Philippe watches are elegant, complex instruments that garner a lot of attention for their horological beauty. The average cost of a PP watch is $44,000, making this brand one of the most expensive of all time.
Patek Philippe sold 70K watches in 2023 and retains 6% of market shares, making $2.28 billion on an average year. A combination of factors contribute to PP’s high price tags, one being the brand’s rich history and the other its excellent craftsmanship.
These watches are designed to outlive you and me, making them superb heirlooms thanks to their exquisite movements and fascinating complications.
Aside from the iconic Nautilus, which dominated the sports watch industry throughout the 1980s, the brand also experienced success with the dive-ready Aquanaut, the classic Calatrava dress watch, and the Grand Complications series, home to platinum and gold watches equipped with minute repeaters, tourbillons, and perpetual calendars.
And if you like a bit of history behind the brand you wear, Patek Philippe has an incredibly interesting one. From the invention of the keyless winding system to the patenting of its perpetual calendar mechanism, there’s a lot to appreciate and respect about this brand.
No. 6 Richard Mille

Richard Mille crafts the most expensive toys. What appeals to many is its non-conventional design langauge. Richard Mille watches don’t look like anything else on the market.
Some models are incredibly complex, while others are disruptive, aggressive, and highly sporty. These designs are built like Formula 1 cars and demand attention with carbon nanotubes and space-age materials.
If you plan to own a Richard Mille watch one day, you’d better start saving. They can top out around $250k, with lower-priced models proving barely more attainable, starting at around $171k.
Thanks to this brand’s association with high-end sports and luxury, many celebrities and professional athletes sport Richard Mille watches on their wrists, selling the lifestyle with which these high-end timepieces are most associated. It’s one of Richard Mille’s most successful marketing strategies.
Meanwhile, innovative materials like the brand’s gold-and-carbon fused cases and its silicone nitride designs sell themselves as some of the most shock-resistant materials on the market. Above all, Richard Mille watches are not just flex watches. They’re actually horological powerhouses.
No. 7 Longines

Now, we’re getting into entry-level luxury watches. Those that are both more attainable and versatile enough to wear with classic and casual attire. Longines dates back to 1832 and has a solid history steeped in precision and elegance.
The brand has a strong presence in sports, especially equestrian events. It was the official timekeeper for the Olympics in 1952 and shared the role with Omega and Junghans in 1968 and 1972, respectively.
The brand sells around 1.6 million watches annually; an average timepiece costs around $1,100. The brand makes around $1.2 billion in sales each year and is a gateway brand into the realm of affordable watch collecting.
Think about when you travel and you take a look at the duty-free section; Longine’s name is always there. The brand is synonymous with making quality Swiss-made watches and began developing its own movements from the late 1800s onwards.
Longines is also the brand responsible for creating the first wrist chronograph, as well as the first high-frequency pocket chronograph and the first flyback chronograph.
Today, Longines offers a vast range of designs to choose from, its most popular designs being the Hydroconquest, the DolceVita, the Master Collection, Spirit, and the Record collection.
No. 8 Vacheron Constantin

Vacheron Constantin is a relatively new member of the billionaires club, with $1.22 billion in sales in 2023. The watchmaker is part of the Holy Trinity, sitting alongside Patek Philippe and Audemars Piguet.
It takes 3% of the market share and became a significant player in the industry when it launched the iconic Overseas watch during the zeitgeist of the sports watch.
Vacheron Constantin is under the Richemont umbrella and plays by the book. It has upheld a solid reputation in crafting beautiful timepieces, many of the classic nature, that excel in quality craftsmanship and artistry. It’s also one of the oldest watchmakers, so if brand provenance is essential to you, Vacheron Constantin has it by the bucketload.
If you’re clued up on high-end watchmaking, then designs like the Patrimony, Traditionnelle, and Egerie may be familiar to you.
The company has produced some of the most complicated wristwatches in history and followed that up recently with the 2025 release of the Les Cabinotiers Solaria Ultra Grand Complication, complete with 41 complications.
No. 9 Breitling

Breitling sells around 178k watches per year and holds 2% of the market share, with the average watch costing around $7,500. Although Breitling watches don’t tend to hold their value as well as a Rolex, they do offer great value for money. The watchmaker was an expert in crafting pilot’s watches and pioneered some crucial developments for the chronograph mechanism, including the first chronograph pusher in 1815 and the second independent pusher in 1934. The innovations helped prevent accidental chronograph activation and helped develop the pathway to the modern sports watch as we know it today.
Most tool watch collectors and sports watch fans will have heard of the Navitimer and the Chronomat. The Navitimer was the ultimate pilot’s watch instrument when it launched in the 1950s.
It was equipped with the indispensable slide rule bezel for onboard calculations like descent rate, multiplication, and fuel consumption.
Meanwhile, the Chronomat remains one of the brand’s most covetable timepieces today, with distinctive rider tabs on the bezel and the special roll-like link bracelet designed exclusively for the collection.
No. 10 IWC

Many may be surprised to see the IWC name on this list of best watch brands, as it’s quite the underdog brand. However, the Schaffhausen-based brand has begun to realize the impact of social media and the power of the secondary market.
Over recent years, the brand has dedicated more focus toward making its own materials, just as many other brands have done, and it now takes up around 2% of market shares.
IWC specializes in robust, legible pilot watches and has developed case materials and designs that testify to their environments.
Its use of Ceratanium for its cases combines the lightweight materials of titanium with the scratch resistance of ceramic to provide an ultra-tough construction that IWC specialists have mastered adding color to.
In addition to its Pilot’s Watch collection, IWC is also loved for its more classic dress watches belonging to the Portugieser and Portofino series, not to mention its popular sports watch designed by Gerald Genta in the 1970s – the Ingenieur.
Jaeger-LeCoultre

Without even mentioning the designs, it’s worth knowing that Jaeger-LeCoultre has developed some of the world’s best movements in its near-on 200-year history.
The watchmaker is renowned for its innovative designs like the Reverso, with a case that could turn in on itself, and the Memovox – the world’s first alarm wristwatch. Above all, Jaeger-LeCoultre is synonymous with in-house design.
Every component of a watch made by this company has been developed in-house, giving connoisseurs that all-important feeling of exclusivity in a wristwatch. Today, the average price of a Jaeger-LeCoultre watch is around $8000, with more expensive timepieces reaching up to around $25,000.
From the early days, experts at Jaeger-LeCoultre began working hard to miniaturize intricate movements and adapt them to fit inside smaller wristwatch proportions.
The brand developed the first watch capable of measuring a micron with the Millionometre in 1844, followed by the first mechanical wrist alarm and a diver’s watch with an advanced escapement with the 1968 Polaris watch.
Conclusion
The watch market is an ever-changing climate, and any one design’s popularity is often driven by emotion. Still, some brands have built long-standing foundations on a solid reputation and have taken years to acquire a global fanbase, with brands like Rolex, Audemars Piguet, and Omega retaining their high-up position on the horological ladder.
Interestingly, all these brands are of Swiss origin. Yet German and Japanese brands are not far behind, but that’s for another time.
All these brands in this article deserve recognition and respect for their contribution to horology. But there is always room for a newcomer, too, which keeps the watch-collecting climate so exciting and unpredictable. You never quite know what’s coming next.