The world of watches is wide, expansive, and often overwhelming. Maybe you’re just getting into the tricky world of timepieces, or maybe you’re a Certified Watch Guy. Either way, having a handy list of the best, most infallible watch brands will help you navigate the timepiece trenches. We’re here with your ultimate guide to 22 need-to-know watch brands to keep on your radar.
No matter your price range and your preferences on movements, looks, and functionality, there are watches galore for you below. From titans of the industry like Cartier and Vacheron Constantin to relative newcomers like Shinola, these are watches from all corners of the world (I mean that—we’ve got brands hailing from Detroit, Tokyo, and Florence here) brought straight to your wrist.
Invest in some, swap others in and out with the other styles in your rotation. Hell, even go for a dive with a few. Give the preloved options a new life and, most important, find your new favorite watch brand right here.
Breitling
If you want an authentically Swiss-made heritage watch, Breitling is for you. Since the 1880s, the brand has been creating timepieces in the watchmaking capital of the world, with a devotion to sustainability and a penchant for merging classic and contemporary styles. The iconic Chronomat is a staple from the brand, but whether you’re looking for a sports watch or an all-purpose time teller, there’s something for you here.
Breitling Chronomat Automatic GMT Giannis Antetokounmpo 40mm
Breitling Navitimer Automatic 41mm
Bulova
Hailing from America's Industrial Era in the late 19th century, Bulova is all about tradition. The NYC-based watchmakers have produced innovative, intricate designs for over a century; in 2016, they launched the Curv, the world's first-ever curved chronograph movement. Before that, Bulova embarked on over 40 NASA missions—a timepiece from the brand was even placed in the sea of tranquility during the first mission to the moon. So if you're looking for a watch with some serious history and credentials behind it, you know where to look.
Cartier
In the world of watches, "Cartier" is synonymous with "luxury." These are the watches you've undoubtedly encountered in your ventures to find the perfect timepiece, with fine craftsmanship devoted to accuracy and purity. Iconic modern styles range from the recognizable Santos de Cartier to the Ballon Bleu. But if you want to go vintage—well, there's a vast wealth of pre-loved Cartier styles that aren't being made anymore, all the more coveted for their rarity.
Cartier Santos De Cartier Watch
Cartier Ballon Bleu De Cartier Watch
Citizen
For over 100 years, Citizen has been developing precision-engineered watches that won't break the bank. This is a great brand to shop if you want something affordable that looks, feels, and performs like a high-end watch. And if you're eco-conscious, shop in good conscience; Citizen pioneered the push toward sustainability in watchmaking, launching the first-ever light-powered watches with Eco-Drive technology in 1976.
Doxa
In Greek, "Doxa" means "glory," and this brand has more than lived up to its name. Known primarily for its iconic diving watches, Doxa has a wide array of Swiss-made timepieces that have proved their excellence since the 19th century. These are all about mechanical precision and sleek, modern looks.
Doxa Sub 600T 40mm
Doxa Sub 300 Beta Divingstar 42.5mm
Hamilton
Hamilton has had a long, healthy, and winding history. The brand started as Pennsylvania-based pocketwatch producers in the 1890s, transformed into purveyors of military watches in 1914, and in more recent years, has provided watches to filmmakers for flicks you've surely seen and loved, like Interstellar, Dune, and Oppenheimer. Wow. These days, you can score anything from a rugged, adventure-ready field watch to a sleek, stylish everyday watch from the brand.
Hamilton American Classic Ardmore Quartz
Hamilton Khaki Field Mechanical 38mm
IWC
What do you get when you take a watchmaker from Boston, drop him next to the Rhine River, and let loose the power of Swiss watchmaking? Well, IWC, of course. For over 100 years, the brand has produced fine, high-quality Swiss movements powered by the water from the Rhine and the generations of craftsmanship hailing from Switzerland. These are watches that perform as nice as they look.
IWC Portofino Pointer Date
IWC Ingenieur Automatic 40
Omega
Hey—if it's good enough for James Bond, it's definitely good enough for us. Omega is one of the most well-known watchmakers in the world, and with good reason. Aside from the brand's 007-related fame, there's a long-standing history of producing watches for sports, space, and the sea. Fine craftsmanship meets bold innovation here.
Omega Seamaster Aqua Terra 150M
Omega Speedmaster 38
Panerai
Italian design meets Swiss craftsmanship with Panerai, and the combination is just as good as you'd expect. Born in Florence, the brand has produced (and perfected) its Radiomir since 1916—that means this style has over a century's worth of history on its side. Its other iconic styles, like the Luminor, evolved from Panerai's deep history of excellence and innovation.
Panerai Radiomir Officine 45mm
Panerai Luminor Due 42mm
Piaget
With Piaget, it's all about luxury and tradition. The Swiss-founded brand has made watches at the peak of elegance since the 1870s—you'll find that watch collectors and obsessives can't get enough of vintage styles, which go for thousands of dollars and upward. Whether you're shopping for old or new timepieces, though, it hardly gets better than this.
Piaget Pre-Owned Black Tie Emperador Coussin Automatique
Piaget Pre-Owned 'Obsidian' Dial Dress Watch
Rado
Known as the "Master of Materials," Rado has revolutionized your classic steel watch bracelets and replaced them with lightweight, scratch-resistant, innovative ceramic. Design is at the forefront of Rado watches, with the brand's iconic skeleton dial or square dial being a feature in most of its bestsellers.
Rado DiaStar Original Skeleton
Rado x Kunihiko Morinaga True Square Special Edition
Rolex
Whether you know watches or you don't, you definitely know Rolex. It's the watch brand rappers love to flex about, the brand you save up for years for, the brand that sets the standard. Since 1905, Rolex has been all about crafting small, precise movements, waterproof cases, and sickeningly sleek, timeless designs.
Rolex Day-Date 36
Rolex Sky-Dweller
Seiko
Founded in Tokyo, 1881, Seiko has a long history of striving towards perfection. It birthed the world's first Quartz watch in 1969 (more recent than you'd think, huh?), and then, just six years later, the world's first multi-function digital watch calendar. Seiko has evolved to craft an expanse of diving watches too. So if you're looking for innovation and evolution, this is where you'll find it.
Seiko SWR049
Shinola
Consider Shinola the cooler, younger brother of—well, most of the watch brands on this list. Shinola's history isn't long, but it is interesting. The brand was born in Detroit in 2011, and although it may not have centuries of Swiss manufacturing on its side, it has a whole lot of ruggedly handsome vibes, infallibly durable constructions, and quality American manufacturing.
Shinola Mackinac 40mm
Shinola Runwell 47mm
Swatch
Most watches are made up of over 90 parts. After its launch in 1983, Swatch changed the game by introducing a watch with only 51 parts. The brand is based on simplicity and innovation, crafting efficient, affordable mechanisms that aren't overcomplicated—or overpriced. They're available in everything from classic, elevated looks to bold colors and funky graphics.
Swatch Casual Red Watch
Swatch Year of The Dragon Watch
TAG Heuer
You know a watch is precise when it's used as the first official sponsor of Formula 1. Even before F1 existed, though, TAG Heuer has been heralded for its high-precision timing, perfected since 1860. The brand is all about high-performance and high-quality looks, so if you need a wristpiece that can track time down to the micro-second, it ought to be TAG.
TAG Heuer x Formula 1 41mm Quartz Watch
TAG Heuer x Carrera Porsche Chronograph Special Edition 44 mm Calibre Heuer 02 Automatic
Timex
Back in 1854, only the richest of the rich guys had clocks. That is until Timex stepped into the picture. The brand was born on the ethos of bringing clocks from mantelpieces to wrists, combining European innovations with American craftsmanship. What we have today is one of the most iconic watchmakers, with a rich history that spans all aesthetics, genres, and a healthy rotation of pop culture media, too.
Timex Waterbury Traditional Fly Back Chronograph 43mm Watch
Timex x Peanuts Rainbow 40mm Watch
Tudor
Created by Rolex founder Hans Wilsdorf, Tudor is all about providing more accessible timepieces that may be lower in price but certainly not in quality. Tudor's craftsmanship has solidified its high status in the world of diving watches—in fact, the French Navy wore its Submariner through the 1970s.
Tudor Pelagos 39 M25407N-0001
Tudor 1926 M91650-0002
Vacheron Constantin
If this brand sounds like old money, that's because it is. Vacheron Constantin boasts an impressive history: it was founded in 1755, and for over two centuries, it's been creating, evolving, crafting, and innovating. In fact, it's the oldest watchmaking manufacturer with uninterrupted activity, ever. Naturally, with 269 years of practice, the brand has gotten damn good at its craft. These are watches produced to perfection and with precision; whether you're shopping for old or new models, be prepared to secure an investment piece you'll wear for a lifetime.
Vacheron Constantin Traditionnelle Perpetual Calendar Ultra-Thin Watch
Vacheron Constantin Pre-Owned Rectangular Steel Dress Watch
Victorinox
You may recognize the Victorinox logo from your pocket knife. As the original makers of the Swiss Army Knife, Victorinox has a long-standing history (I'm talking, like, all the way back to 1884) of Swiss excellence. The brand has been innovating ever since, so if you want a watch as tough as your knife is, you know exactly who to call.
Victorinox Dive Pro Automatic
Victorinox I.N.O.X. Chrono
Zenith
Founded in 1865, Zenith has earned and held its place as one of the finest luxury Swiss watchmakers. Innovation and precision go hand-in-hand, with watches that seamlessly merge tradition with the bold, new avant-garde.
Zenith Chronomaster Sport Centenary 41mm Watch
Zenith Defy Revival Shadow 37mm Watch
Zodiac
Back in 1882, Zodiac was birthed as a pocketwatch brand; fast-forward to 1930, and the brand—young at the time—had already launched one of the world's first Swiss automatic watches. In the decades since its rebrand, Zodiac has held to its innovative history and fine Swiss craftsmanship. These are watches made for adventure and ones built to last.
Zodiac Super Sea Wolf GMT Automatic Stainless Steel Watch
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