For those who demand the best in life, details are among the most important factors. This is especially true about lifestyle; men’s luxury watches speak volumes about a professional’s standards.
Men’s luxury watches have long been a sign of style, status, and elegance – a contemporary version of the signet ring for ultra-successful men.
There are various brands, models, and styles available to suit different lifestyles and personalities. Finding the perfect men’s luxury watch involves chemistry—fusing a watch’s unique design, features, and brand elements with those of the wearer.
At Astons, our private clients have very sophisticated tastes and demand only the best. Over the years, we have seen a few lifestyle patterns that our HNW clients share—these men’s luxury watch brands are one of them.
Men’s luxury watch brands for 2024
While this list of men’s luxury watch brands is limited to the most common brands we see our clients tend to choose for daily business, this list is by no means exhaustive.
Audemars Piguet
Founded by Jules Louis Audemars and Edward Auguste Piguet in 1897 in Switzerland, Audemars Piguet is recognized as one of the best luxury watchmakers in the world.
The brand’s hallmark is its Royal Oak collection, launched in 1972.
The Royal Oak is the quintessential iconic sports watch, as it was the first men’s luxury sports watch ever made.
Though Audemar Piguet revolutionized men’s luxury watches with the Royal Oak, the brand remains a coveted detail in high-end men’s fashion. Its timeless elegance, style, and exclusivity continue to captivate the discerning few.
Monarchs, celebrities, and world-class athletes wear Audemars Piguet.
Brand Highlights:
- Most expensive watch ever sold: Royal Oak Concept “Black Panther” Flying Tourbillon for $5.2 million [2021]
- Most expensive on-sale in 2024: 26585CE Royal Oak Perpetual Calendar Openworked 41 Ceramic, priced at $98,100
- The least expensive model in 2024: Royal Oak 67651 Quartz Stainless Steel
- Brand’s starting retail price in 2024: $22,700
- Annual production: approximately 40,000 watches
Rolex
A brand that needs no introduction, Rolex, epitomizes Swiss craftsmanship and men’s luxury watches.
Founded by Hans Wilsdorf in 1905, the brand has continuously pushed the boundaries of watchmaking excellence and innovation. Their timepieces are known for their uncompromising durability and timeless style.
While Rolex offers many iconic models, arguably the most iconic is the Datejust, introduced in 1945 and is elegance simplified – quintessential quiet luxury.
Rolex’s most famous watch?
Paul Newman’s Rolex Daytona. Newman’s watch was sold for $17.8 million in 2017, thanks to its unique place in Americana and connection with the legendary race car driver and actor.
Brand Highlights:
- Most expensive watch ever sold: Paul Newman‘s Rolex Daytona for $17.8 million [2017]
- Most expensive on-sale in 2024: Rolex Oyster Perpetual Day-Date 40 Platinum, priced at $85,000.
- The least expensive model in 2024: Rolex Oyster Perpetual 36mm
- Brand’s starting retail price in 2024: approx. $6-7000
- Annual production: approximately: 800,000 watches
Tag Heuer
Founded by Edouard Heuer in 1860, Tag Heuer is another notable Swiss watchmaking synonymous with precision, luxury, and innovation.
Over the decades, Tag Heuer has made remarkable contributions to the world of watchmaking, particularly in the areas of sports timing and chronograph innovation.
The brand’s commitment to avant-garde design and high performance has made it a favorite among athletes and watch enthusiasts.
From the Carrera to the Monaco series, the brand’s range represents its deep roots in avant-garde technology and motorsports.
Brand Highlights:
- Most expensive watch ever sold: Heuer Monaco Ref. 1133 “Steve McQueen” for $2.208 million [2020]
- Most expensive on-sale in 2024: Tag Heuer Carrera Heuer-02T Tourbillon Nanograph, priced at $25,000
- Least expensive model in 2024: Tag Heuer Formula 1
- Annual production: approximately: 700,000 watches
Richard Mille
One of the youngest brands in men’s luxury watches, founded in 2001 by Richard Mille and Dominique Guenat, Richard Mille timepieces are status symbols.
A Richard Mille timepiece is the perfect fusion of cutting-edge technology, bold design, and a connection to the world of elite sports.
The brand is recognized for its innovative use of materials, such as carbon nanotubes, LITAL® alloy, and graphene. These materials not only enhance durability but also create a unique, futuristic aesthetic.
Brand Highlights:
- Most expensive watch ever sold: RM 52-01 Skull Tourbillon “Vanitas Vanitatum” for $7,835,676 [2012]
- Most expensive on-sale in 2024: RM 62-01 Manual Winding Tourbillon VIbrating Alarm ACJ, priced at $1,225,000
- Least expensive model in 2024: RM 016 Automatic Extra Flat
- Brand’s starting retail price in 2024: $60,000
- Annual production: approximately: 4,500 watches
Czapek & Cie
When only a touch of extraordinary will do, many HNW professionals wear a Czapek. Founded in 1845 by Franciszek Czapek, Czapek & Cie is recognized for its innovative approach, exquisite craftsmanship, and timeless designs.
In the 19th century, the brand became well-known for making fine timepieces favored by European royalty and aristocracy.
The Quai des Bergues series, named after the area in Geneva where the brand was first established, is one of Czapek’s most well-known collections.
Czapek’s commitment to artisanal watchmaking is evident in its Quai des Bergues series, which features hand-finished components and meticulous assembly.
Introduced in 2020, the Czapek Antarctique collection embodies a modern and adventurous spirit within the prestigious Swiss watchmaking tradition of Czapek & Cie.
Highlighting the brand’s commitment to luxury and innovation, the Place Vendôme Collection features some of Czapek’s most luxurious and groundbreaking timepieces.
Brand Highlights:
- Most expensive watch series: Place Vendôme Collection
- Least expensive watch series: Quai des Bergues Collection
- Annual production: approximately: 3000-4000 watches
Vacheron Constantin
Founded in 1755, Vacheron Constantin is among the world’s oldest watchmakers still in operation. The brand is renowned for its commitment to excellence and ability to combine cutting-edge innovations with conventional watchmaking techniques.
Each Vacheron Constantin timepiece, whether from Overseas, Les Cabinotiers, Traditionnelle, or Historiques, represents a symphony of tradition, artistry, and innovation.
Among the brand’s notable iconic models are the Vacheron Constantin Traditionnelle Tourbillon and the Vacheron Constantin Les Cabinotiers Grand Complication Phoenix.
The iconic image of former US President Donald Trump leaning over the Resolute Desk in the Oval Office shows him wearing a Vacheron Constantin Historiques 1968 – estimated value of $32,000.
Brand Highlights:
- Most expensive watch ever sold: Vacheron Constantin 4300V/120G-B945 Overseas Ultra-Thin Perpetual Calendar White Gold for $111,000
- Least expensive model in 2024: Vacheron Constantin Fiftysix Self-Winding
- Brand’s starting retail price in 2024: $12,700
- Annual production: approximately: 20,000 watches
Panerai
Founded in 1860 in Florence, Italy, Panerai is a distinguished men’s luxury watch brand recognized for timepieces that blend Italian design, Swiss craftsmanship, and a touch of military history.
Originally, Panerai established itself as a primary supplier for the Royal Italian Navy. Their iconic timepieces, distinguished by their large casings, robust construction, and luminous dials, were built to withstand the rigorous environments encountered by navy divers.
In the 1990s, Panerai underwent a significant transition and now focuses on men’s luxury timepieces.
Brand Highlights:
- Most expensive watch collection: Luminor 1950 and Radiomir 1940
- Least expensive model in 2024: Panerai Luminor Base Logo
- Brand’s starting retail price in 2024: $5,000
- Annual production: approximately: 70,000 watches
Omega
Omega, a leader in the world of men’s luxury watches, is a name synonymous with groundbreaking innovation and timeless elegance.
Founded in 1848 by Louis Brandt in Switzerland, the brand has established a reputation for precision, quality, and a touch of daring.
Omega achieved global recognition when its Speedmaster chronograph became the first watch worn on the moon during NASA’s Apollo missions.
That cosmic achievement by the US has made Omega timepieces the watches of US presidents – US President Joe Biden wears an Omega Speedmaster Moonwatch and an Omega Seamaster 300M Mid-Size.
Today, the brand offers a wide range of collections catering to various styles, from sporty Seamaster models to beautiful Constellation pieces, all built with meticulous attention to quality and detail.
Brand Highlights:
- Most expensive watch: The Speedmaster Broad Arrow 1957
- Annual production: approximately 500,000 watches
A. Lange & Söhne
Founded in 1845 by Ferdinand Adolph Lange, A. Lange & Söhne has established itself as a premier German men’s luxury watch brand renowned for its sophisticated designs and meticulous craftsmanship.
The brand has been recognized for its sophisticated designs and exquisite artisty since its inception.
Each watch from A. Lange & Söhne’s collections, including the:
- Lange 1
- Saxonia
- 1815
- Richard Lange
- Zeitwerk
exemplifies the brand’s unwavering commitment to perfection and innovation in watchmaking.
Among these, the Lange 1 is the most iconic collection, characterized by its unique off-center dial and outsize date display.
Brand Highlights:
- Most expensive on-sale in 2024: A. Lange & Söhne 760.032 Richard Lange Tourbillon Pour le Mérite, priced at $247,400
- Brand’s starting retail price in 2024: $23,500
- Annual production: approximately 5,000 watches
Patek Philippe
Founded in 1839 by Antoine Norbert de Patek and Adrien Philippe in Geneva, Switzerland, Patek Philippe has, arguably, become the most prestigious watchmakers in the world.
Known for its timeless designs, exquisite craftsmanship, and use of high-quality materials, Patek Philippe watches are not timepieces; they are treasured heirlooms intended to be passed down through the generations.
The brand’s most iconic collection is the Calatrava. Introduced in 1932, this collection is distinguished by its clean dials with minimalist indices, classic round cases, and fine details such as guilloché finishes.
Brand Highlights:
- Most expensive watch ever sold: Patek Philippe Grandmaster Chime Ref. 6300A for $31 Million [2019]
- Most expensive on-sale in 2024: Patek Philippe Celestial 6104R, priced at $442,200
- Brand’s starting retail price in 2024: $16,030
- Annual production: approximately 62,000 watches
Jaeger-LeCoultre
Established in 1833, Jaeger-LeCoultre is another renowned Swiss watchmaker committed to precision, innovation, and artistic elegance.
With more than 400 patents to its name and nearly all components produced in-house, the brand continues to push the boundaries of what is possible in watchmaking and craftsmanship.
One of Jaeger-LeCoultre’s most iconic collections is the Reverso. Launched in 1931, primarily for British polo players, the Reverso’s distinguishing element is its reversible case, which can be flipped to protect the dial.
Brand Highlights:
- Most expensive watch ever sold: Hybris Mechanica Grande Sonnerie for $2.5 million
- Most expensive on-sale in 2024: Jaeger-LeCoultre Master Ultra Thin Tourbillon Moon, priced at $111,000
- Brand’s starting retail price in 2024: $7,000
- Annual production: approximately 100,000 watches
Breguet
Founded in 1775 by Abraham-Louis Breguet in Paris, Breguet is one of the most prestigious and oldest Swiss watchmakers – legendary for its rich heritage, timeless elegance, and technical innovations.
The brand offers a range of luxury collections, such as the:
- Classique
- Tradition
- Marine
- Reine de Naples
- Heritage
Each collection is embodied with a unique personality. Breguet’s most iconic collection is undoubtedly the Classique series.
The Classique collection is distinguished by its clean, understated designs and conventional Breguet features. Another original quiet luxury timepiece in the men’s luxury watch market.
Brand Highlights:
- Most expensive watch ever sold: Breguet no.160 Marie-Antoinette, 1827 for $30 million [2013]
- Most expensive on-sale in 2024: Breguet Classique Double Tourbillon Dragon 5345, priced at $767,000
- Brand’s starting retail price in 2024: $16,533
- Annual production: approximately 25,000 watches
Blancpain
The oldest of all men’s luxury watches, tracing its roots back to 1735, you could say that Blancpain is the original men’s luxury watch brand.
Founded by Jehan-Jacques Blancpain in the Swiss Jura Mountains, the brand has stayed true to its artisanal beginnings, preserving manual craftsmanship, and embracing technological innovations to create exceptional timepieces.
In 1953, Blancpain partnered with French naval officers to introduce the Fifty Fathoms, a revolutionary dive watch known for its water resistance and functionality.
This model set the standard for underwater timekeeping and remains an iconic timepiece in the world of diving watches.
Brand Highlights:
- Most expensive watch ever sold: Blancpain Specialties Tourbillon Diamonds Watch for $1.34 Million
- Most expensive on-sale in 2024: Blancpain Tourbillon 8 Jours, priced at $126,400
- Brand’s starting retail price in 2024: $21,100
F.P. Journe
Another relative newcomer to the space of men’s luxury watches, founded in 1999 by François-Paul Journe, F.P. Journe has carved a niche for itself with its innovative spirit, outstanding craftsmanship, and dedication to artistic expression in timekeeping.
Each F.P. Journe timepiece is carefully crafted by hand in limited quantities. The brand focuses on conventional artisanal methods, such as hand-finishing and engraving, to instill exceptional detail in every timepiece.
There is only one of every F.P. Journe timepiece – elevating exclusivity to an entirely new dimension.
Brand Highlights:
- Most expensive watch ever sold: F.P. Journe Élégante Titalyt for $420,000 [2024]
- Most expensive on-sale in 2024: Blancpain Tourbillon 8 Jours, priced at $126,400
- Annual production: approximately 900 watches
Astons – Expertise lies in the details
One element that men’s luxury watches share is craftsmanship. Which is why they fit the HNW lifestyle so well.
Private HNW clients understand that success is as much a process as it is a result and it’s the expertise in the details that make the difference.
The same reason for why HNW entrepreneurs, investors, and families trust Astons.
Like a Rolex, Patek Philippe, or Blancpain timepiece, the solutions and PLan B strategies that Astons connects HNW clients with are built to extend for generations.
“Ordinary people think merely of spending time. Great people think of using it.”
Schedule your Free Confidential & Comprehensive Consultation today.
