Top 10 Most Popular Watch Brands in 2024

The landscape of luxury watchmaking is more popular than ever, boasting a global audience of consumers and everyday enthusiasts. Considering the industry’s popularity and the numerous watch brands on the market, it can be challenging to sort through it all. This is especially true if you’re more passive or new to luxury timepieces.

I find myself comparing many different options if I’m looking for a new addition to my collection. To do this effectively requires a little know-how in the mechanics and components you’d want to wear. This article will highlight 10 of the most popular watch brands in 2024, so you don’t have to get lost in the rabbit hole of the timepiece industry.

What Makes a Watch Brand Popular?

A great question nonetheless: a watch brand becomes popularized for numerous reasons. However, first and foremost, it generally stems from the quality of their products, as well as consistency and customer service. In the sections below, you will learn about some of the industry’s most prominent watchmakers with long-standing reputations. 

Prestige

It may be one of the hardest traits to harness in luxury watchmaking, but prestige definitely matters in this industry. Focusing on many subfactors such as craftsmanship, reputation, and overall heritage, prestige isn’t something that’s awarded from a great product alone.

The biggest brands in the watchmaking world worked for years to be able to claim prestige status. In the same vein, although these brands are known for their products, the organizations carry a strong focus on horological traditions.

Quality

As one might expect, luxury watchmakers are keen on quality, and one could argue they have to consider their reputation. I find myself resonating with quality more than any other element of a timepiece. It isn’t hard to get a hold of a mass-produced watch, but that’s nowhere near the same caliber. Not only does quality focus on the longevity of a watch, but also the beauty and traditional cultural reflection in every component.

Heritage

A word that many might overlook when searching for a luxury watch, integrating heritage is a must for any popular watch brand. This is a vital component of any watchmaker’s legacy, with many delivering decades of experience.

Hand-made craftsmanship and honoring tradition are vital for including heritage in any design. It’s also important to highlight innovation, considering the modern market comes with a new wave of interests and demands in watchmaking. 

Materials & Craftsmanship

There are many common materials that are usually a part of any high-end watch. While many of the quality factors mentioned so far tend to overlap, materials are a big selling point to me. For example, I love stainless steel and titanium, but I’m not a huge fan of reflective polish. Some people like that mirrored look, but I love a brushed finish that doesn’t draw too much attention.

Movement

This is a component that newcomers often overlook, but the movement is easily one of the most important factors to any watch. Aside from the fact that this is what drives everything about the watch, you’ll soon learn that movements come in many variations.

Differences such as mechanical and automotive movements, as well as unique design choices, help movements stand out on their own. Speaking for myself, I always look for the open caseback watches just so I can marvel at the movement on the inside.

10 Most Popular Watch Brands

If you were to ask anyone about their favorite watch brands, you’d likely get a wide range of answers. Aside from varying personal opinions, there are some brands that deliver a reputation that’s an undoubted fact. For newcomers and veterans alike, the following watch brands mentioned can easily cover your needs. 

Rolex

A name that commonly speaks for itself, Rolex is easily one of the most globally recognized luxury watchmakers in existence. This isn’t to say they don’t have their fair share of competition, but there are many reasons they sit at the top.

Founded back in 1905 by Alfred Davis and Hans Wilsdorf, the brand has churned out many iconic timepieces over the years. Some of the most notable include the Daytona and Submariner.

You won’t have to worry about quality when it comes to a Rolex. I’m a fan of their use of premium materials and how they utilize 18-karat gold. Moreover, the most common movement in a Rolex is a Caliber 3135. While the brand definitely has some flashy timepieces, I’m always more privy to their more muted designs and colorways.

Audemars Piguet

With its founding year dating back to 1875, you can say Audemars Piguet has had ample time on the market. I have always been drawn to the brand due to its approach to watch design. There are many traditional inclusions, of course, but the watchmaker has no issue driving innovation and style.

Blending advanced technology at every turn on top of unconventional engineering, an AP is something that should be seen as an heirloom. Some of the brand’s most recent eye-popping releases include the Royal Oak Flying Tourbillon and their Code 11.59 collection.

The brand is also known to carry a collaborative spirit with other luxury-focused brands. My favorite movement of theirs is the self-winding chronograph Caliber 2385. Although they aren’t always traditional in every sense of the word, I’ll always defend that Audemars Piguet has never lost touch with its roots.

Patek Philippe

Rich in history and known for timeless creations, Patek Philippe originated back in 1839. It might be hard to believe, but this luxury Swiss watch brand has a reputation that’s older than you or I. You can rely on a blend of traditional and modern qualities with engineering that’ll last longer than a single lifetime.

They utilize an in-house R&D department, which is a major catalyst in the brand’s ability to propel forward and adapt to changing times. More shockingly, the brand has produced less than one million timepieces since its inception, even though they’ve been around for nearly 200 years.

While you can find a long list of popular Patek watches, one of my favorites is the Calatrava model. Some might argue this design panders to a younger audience, but I’m solely focused on the visual and physical quality. Patek Philippe rotors are crafted in 21k or 22k gold, making the watch’s kinetic energy yield more efficient. Although Patek Philippe isn’t my first choice in my collection, I find that it’s one that can be respected and admired by anyone.

Richard Mille

This watchmaker may not have an extensive history compared to some others in this list, but they have found a way to stand tall in a short amount of time. The Richard Mille brand was founded in 2001 but quickly made a name for itself in the global watch market.

Many people lean toward the watchmaker due to their focus on a sportier look in their designs. Of course, this isn’t all you’ll find from Richard Mille, but their tonneau-shaped cases and unique dials help cement the brand’s unique style. 

The brand features a variety of movements, but my personal favorite touch is their take on skeletonized automatic movements. With only 5,000 watches produced per year and a high asking price on many of their models, this watchmaker exudes luxury from every angle.

Cartier

Featuring a special styling of bold geometry and sharp lines with every cut, Cartier designs are a statement piece for the most part. On an interesting note, that brand originally started out as a jewelry maker before shifting its focus to watchmaking over 50 years after its inception.

New and old alike, I’ve always loved the look of a Cartier, but I do find myself struggling to make a decision when shopping around. Not because of the many options available but because certain design choices they make are a bit too bold for my taste.

Nevertheless, many enthusiasts would argue that Cartier is always worth the asking price. I would say this is always debatable based on many factors, but the beauty and reliability of their designs are something that I can’t argue with. With varying mechanical, quartz, and solar-powered movements, you get a great mix of functionality and style. Between the Tank, Santos, and Ballon Bleu, Cartier has proven itself as a luxury watchmaker for a very long time.

Omega

Another watchmaker with over a century of experience, Omega, never falls short in their designs, in my opinion. Most enthusiasts in the market consider the brand’s first significant mark in watchmaking to stem from the world’s first mass-produced wristwatch.

Creating and accessing a luxury timepiece used to be a much more significant feat than how it’s seen in today’s world. Omega released the 19-Ligne back in 1894, which is commonly hailed as the standard in modern advancements for timekeeping fashion and technology. Over time, the brand has also utilized many materials, from steel to titanium, gold, and much more.

More recent creations that highlight the well-known Omega quality include the Omega Seamaster collection and Speedmaster. The watchmaker also likes to use automatic movements quite a bit. 

I’ve always found myself interested in their design approach with the Speedmaster. Omega may not be at the top of my list, but it’s one I hope to add to my collection one day. On a final note, many design aspects of Omega watches are great styling for those with sportier or universally more active lifestyles.

Tudor

Widely regarded as the sister brand to Rolex, the brain behind the Tudor luxury watch also comes from Hans Wilsdorf. Tudor was introduced in 1926 and has done quite well to carry itself as a standalone timepiece rather than a Rolex knockoff. I’m not one to judge watchmaking in that context, and I have never looked at Tudor in a negative light.

The brand has had its fair share of ups and downs, but once they unveiled the Black Bay collection in 2012, that’s when I really started paying attention. I quickly realized there’s plenty to love about the brand. Some of this pertains to in-house COSC-certified movements, plenty of unique designs, and a cost range that’s generous from my point of view.

Jaeger-LeCoultre

Part of what initially amazed me about Jaeger-LeCoultre is that the watchmaker has developed over 1,200 different calibers since its inception in 1833. They’ve clearly had plenty of time on the market, but their long-lasting dedication to continuous improvement and innovation made me take a second look.

Personally, I’m a fan of their use of titanium, as I always feel it should be seen as a new standard over stainless steel. Aside from personal preferences, you won’t have any issue finding meticulously engineered movements and a great mix of historical and modern designs.

Breitling

This watchmaker was founded in 1884 and has since built its reputation by becoming a staple to the luxury Swiss watch market. I’m fond of their approach to pilots and enthusiasts in aviation, as many relatable details can be seen in their various designs.

You can bet on the quality, too, as Breitling is known for its aviator-related functionalities, durability, and commitment to high standards. I feel one of their most iconic moments as a brand started with their Navitimer model in 1952. From their use of the SuperQuartz movement to durability craftsmanship and use cases in extreme conditions, a Breitling is built to last.

Longines

Boasting nearly two centuries in watchmaking, you can assume Longines knows a thing or two about luxury timepieces. A Swiss watchmaker with a global presence, Longines hasn’t skipped on quality since day one. The company started in 1832, and I became a fan of the watchmaker after discovering them through their previous affiliation with the Olympic Games.

The brand also introduced the world’s first chronograph, and another aspect that drew me in was their consistent use of titanium. While Longines has used several movement calibers in its history, I’m a fan of anything with a Caliber 360 in it. For those looking for several options, I’d suggest starting with the Master Collection.

The Bottom Line

Finding your first luxury watch can feel like diving into a rabbit hole you might never come out of. Mainly due to the many options available, but also based on the sentiments and options found by every luxury watchmaker.

This article helps to summarize the noise a bit and guide you towards a dedicated watchmaker you can count on.