Kevin JohnsonDetermining the most expensive watch brand isn’t easy since there’s no clear way to measure it. You could look at the prices of their most expensive models, more affordable options, or the average cost of their watches.
Most of the world’s priciest watch brands are old and established, but there’s a growing number of independent brands that charge over $60,000 even for a basic watch. Some of their more complicated pieces can cost six figures. In total, there are about 25 watch brands you should know if you’re interested in the most expensive watches in the world.
What are the Top 25 Most Expensive Watch Brands of 2025
1. Jacob & Co.
Price Range: $50,000 to $18 million
Jacob & Co., founded in the year 1986, isn’t about subtlety. It’s about wow. Their watches are more like pieces of jewelry. Their watches are more like pieces of jewelry, featuring diamonds, spinning complications, and celebrity endorsements. The Astronomia and Billionaire collections are completely over-the-top—big, bold, and impossible to ignore.
Pros:
- Show-stopping, bold designs
- Luxurious materials and craftsmanship
- Crazy innovative complications
Cons:
- Flashy and polarizing; very expensive
2. Rolex
Price Range: $7,000 – $17.75M
Rolex is known to everybody. Founded in 1905, it’s been around for a long time. Built with precision, reliability, and timeless style. A Rolex isn’t just a watch. It’s a symbol of mark of success. Every Rolex is made to last, crafted with care. It holds its value. Whether it has been on your wrist for years or just for a few days, it always stays valuable. Rolex is more than just a luxury item. It’s an investment. Once you can pass it down from generation to generation.
Pros:
- Iconic status, everyone knows the name
- Strong construction, built to last
- Excellent resale value keeps its worth
Cons:
- High demand leads to long waiting lists, and the potential for counterfeit products
3. Vacheron Constantin
Price Range: $18,000 – $8M
Vacheron Constantin, founded in 1755, is one of the oldest watchmakers around. The brand blends tradition with innovation, creating timepieces that stand out for their intricate details and complex mechanics. Every watch they produce shows a true commitment to excellence. The craftsmanship is exceptional, and the designs are always unique.
Pros:
- Rich history with over 250 years of watchmaking
- Exceptional craftsmanship in every detail
- Unique designs that stand apart
Cons:
- Less mainstream recognition compared to some competitors
4. Richard Mille
Price Range: $80,000 – $2M
Richard Mille is all about the future of watchmaking. Founded in 2001, the brand stands out with its bold, avant-garde designs and use of advanced materials like carbon nanotubes and titanium. Their watches are known for being incredibly lightweight but also extremely durable. It’s a perfect blend of innovation and performance.
Pros:
- Use of innovative materials like carbon nanotubes and titanium
- Distinctive, bold designs that make a statement
- High performance and durability
Cons:
- Extremely expensive, designs may not appeal to traditionalists
5. Greubel Forsey
Price Range: $200,000 – $1.5 million
Greubel Forsey doesn’t do ordinary. Their watches look like they came from the future, but every piece is built by hand. Each one is a wild mix of technical genius and pure artistry. Gears on display. Multi-level movements. Details so intricate, you could stare at them for hours.
Pros:
- Top-tier craftsmanship that borders on perfection
- Visually stunning, layered mechanical designs
- Super exclusive—only a handful are made each year
Cons:
- Very expensive, niche appeal
6. Patek Philippe
Price Range: $20,000 – $1M
Patek Philippe isn’t just a watch brand. It’s a legacy. Founded in 1839 in Switzerland, this name has become a symbol of timeless elegance and next-level craftsmanship.
These timepieces are built with mind-blowing details like minute repeaters, perpetual calendars, and complicated stuff. But done so beautifully, you’d think it was effortless. The best part is they never go out of style. The designs stay classic, always. Clean, elegant. Many collectors see Patek as an investment. Rare pieces often sell for huge amounts at auctions.
Pros:
- Exceptional craftsmanship that reflects centuries of expertise.
- Strong resale and collector value.
- An elegant, timeless design that lasts through trends and lifetimes.
Cons:
- Extremely high prices, limited availability
7. F.P. Journe
Price Range: $40,000 – $1M
F.P. Journe watches are clean, precise, and quietly powerful. Most of the people admire them, not just for their looks, but for what lies inside. Every piece is designed by François-Paul Journe himself. Production is limited. No shortcuts. Just timeless craftsmanship, delivered with care.
Pros:
- Independent artistry
- Rare and exclusive
- Brilliant, innovative movements
Cons:
- Long waiting lists, very high entry prices
8. Audemars Piguet
Price Range: $25,000 – $800,000+
Audemars Piguet is a name that carries weight. Established in 1875, the brand has a long history of fine watchmaking. In 1972, it changed everything with the Royal Oak. A bold design made from steel. It mixed sport and luxury in a way no one expected. Since then, Audemars Piguet has stayed ahead, always refining and leading. Their watches are worn by celebrities and watch enthusiasts.
Every timepiece shows care and precision. Movements are strong and reliable. Designs are bold but timeless. It is not just a watch. It is a symbol of taste.
Pros:
- Iconic design, especially the Royal Oak
- High-quality, durable movements
- Rich brand heritage with lasting value
Cons:
- Premium pricing and limited edition models can be hard to acquire
9. MB&F (Maximilian Büsser & Friends)
Price Range: $80,000 to $550,000
MB&F, founded in 2005, doesn’t just make watches—they make Horological Machines. It’s like something out of science fiction, but completely real. These timepieces are art you can wear—sculptures that tell time. They’re functional, yet designed to make you think.
Pros:
- Artistic and bold designs
- Imagination at its finest
- Highly collectible and unique
Cons:
- Not traditional or subtle; expensive
10. A. Lange & Söhne
Price Range: $20,000 – $500,000+
Founded in 1845, this German watchmaker has set the bar for precision, top-notch engineering, and elegant design that stands out. Their timepieces are intricate and packed with complications. Each watch is finished with care, down to the smallest detail. Every piece is a testament to German craftsmanship.
When you wear an A. Lange & Söhne, you’re not just wearing a watch. You’re wearing a history of technical brilliance and style that stands out.
Pros:
- Exceptional quality, built to last
- Unique aesthetics that turn heads
- Technical innovation at its finest
Cons:
- Less brand recognition outside watch enthusiast circles
11. Roger Dubuis
Price Range: $30,000 – $500,000+
Roger Dubuis isn’t your quiet kind of luxury. These watches are made up of sharp lines and skeleton dials. You can see the movement doing its thing—right there on your wrist. The cases? They don’t whisper, they roar. And every piece is stamped with the Poinçon de Genève, which means it’s built to the highest standards.
Pros:
- Striking, head-turning designs
- Certified high-end finish (Poinçon de Genève)
- Blends performance with personality
Cons:
- It may be too flashy for some, with high maintenance costs
12. Piaget
Price Range: $10,000 – $500,000
Piaget plays it smooth, thin, sleek, and refined. They’ve mastered the art of ultra-slim watchmaking. Founded with elegance at its core, Piaget is perfect for formal evenings or those moments when you want your wrist to make a statement, without saying too much.
Pros:
- Ultra-slim, refined designs
- Stunning, jewelry-like craftsmanship
- Timeless and visually elegant aesthetics
Cons:
- Less emphasis on sports or utility watches
13. HYT
Price Range: $50,000 – $500,000
HYT is all about blending the old with the new. They take traditional mechanical watchmaking and twist it—literally. Their timepieces use liquid to display the time, offering a fresh, futuristic take on an age-old craft. It’s not just a watch; it’s a conversation starter. Bold. Unique. Impossible to look away from.
Pros:
- Groundbreaking and innovative technology
- Visually captivating and distinctive design
Cons:
- Extremely niche, high servicing complexity
14. Panerai
Price Range: $5,000 – $400,000
Panerai was built for the Italian Navy—rugged, bold, and masculine in the year 1860. Their watches carry that strong, no-nonsense vibe, and the cushion-shaped case is instantly recognizable. People love them, and it’s not just about the watch. It’s about the heritage and legacy.
Pros:
- Tough, rugged design
- Strong, unmistakable brand identity
- Heritage that stands the test of time
Cons:
- Limited model variation; large cases may not suit all wrists
15. Blancpain
Price Range: $10,000 to $250,000
Founded in 1735, Blancpain holds the title of the oldest registered watch brand still in existence. And they’ve never lost sight of their roots. One of the few brands to completely reject quartz movements, Blancpain remains fully committed to traditional mechanical watchmaking. In today’s world, that kind of dedication is rare.
The Fifty Fathoms? It’s a diving legend. Rugged, reliable, and worn by professionals. Then there’s the 1735 Grande Complication—a masterpiece that shows just how far Blancpain can push the limits of craftsmanship.
Pros:
- A rich heritage that spans centuries.
- Master-level craftsmanship in every piece.
- Total dedication to mechanical movements—no shortcuts, no compromises.
Cons:
- Less mainstream recognition
16. Laurent Ferrier
Price Range: $40,000 – $250,000
Understated and elegant, effortlessly refined. Nothing flashy—just quiet sophistication that grows on you. The kind of watch you admire more the longer you look. The movements? Masterfully finished, almost meditative. Every curve, every line, speaks of patience and precision. These aren’t rushed—they’re revered.
Pros:
- Elegant and clean aesthetics
- Movement finishing that’s just… wow
- Calm confidence in every tick
Cons:
- Very small production, expensive
17. Parmigiani Fleurier
Price Range: $15,000 – $200,000+
The Parmigiani Fleurier watch brand is not that old, but it’s already earned a great deal of respect. Everything is made in-house—movements, parts, and crafted with meticulous care. Their watches are refined and elegant. Each piece tells a story, not just as a timekeeper, but as a true work of craftsmanship.
Pros:
- Fully independent watchmaking
- Beautifully decorated movements
- Elegant, timeless style
Cons:
- Limited recognition among casual buyers
18. Breguet
Price Range: $15,000 – $200,000
Breguet was Founded back in 1775. It is one of the oldest names in watchmaking. They brought some real innovations to this luxury item like the tourbillion. These are classical with detailed guilloché dials and coin-edge cases. Every piece feels like a bit of history and sophistication on your wrist.
Pros:
- Rich heritage and legacy
- Elegant, old-world charm
- Known for technical mastery
Cons:
- It may not appeal to those seeking modern aesthetics
19. Cartier
Price Range: $4,000 to $120,000+
When people think of Cartier, they often associate it with jewelry, but the brand has deep roots in watchmaking. Founded in 1847, elegance is a given, and luxury is always at the forefront. The Tank and Santos collections are iconic, timeless designs that never go out of style.
Pros:
- Classic, timeless design
- High-end luxury craftsmanship
- Ideal for formal wear
Cons:
- Movements in some models are outsourced
20. Jaeger-LeCoultre
Price Range: $8,000 to $100,000+
They’ve been crafting watches since 1833—quietly brilliant, never loud. In the industry, they’re known as the “watchmaker’s watchmaker,” and that says a lot. With over 1,200 movements created entirely in-house, their technical mastery is unmatched. Every piece is reliable, clever, and precise—made to last and impress without trying too hard.
Then there’s the Reverso. An icon in its own right with a unique flip-case design is still turning heads today. Elegant, smart, and effortlessly different.
Pros:
- Innovative designs that stand apart
- Fully in-house movements
- Wide range of collections
Cons:
- Less brand recognition among casual buyers
21. Hublot
Price Range: $6,000 – $100,000
Hublot isn’t old. It started in 1980. But it didn’t take long to turn heads. This brand doesn’t play it safe. Big, bold designs. A mix of old-school watchmaking and wild materials—rubber, ceramic, carbon fiber. They call it the “Art of Fusion.” It fits.
Pros:
- Bold and modern looks
- Creative use of materials
- Celebrity’s favorite
Cons:
- Not as respected by traditional watch collectors, pricing may seem high for the age of the brand
22. Ulysse Nardin
Price Range: $6,000 – $100,000+
Founded back in 1846, Ulysse Nardin made waves—literally. They built a name with their marine chronometers. Precise. Reliable. Trusted by navies around the world. But they didn’t get stuck in the past. This brand kept evolving. Bold designs, cutting-edge mechanics, and a touch of adventure.
Pros:
- Strong legacy in marine navigation
- Innovative and clever complications
- Clean, high-end finish with a modern edge
Cons:
- Less popular in the mainstream luxury market
23. Omega
Price Range: $5,000 to $75,000
Omega has a rich history—from the moon landing to James Bond’s wrist, built in the year 1848. These watches don’t just look good; they’re built to last. Now Master Chronometer certified, ensuring accuracy, resistance, and all the key features you’d expect. And despite their high standards, they remain accessible—a luxury that doesn’t feel out of reach.
Pros:
- Reliable, with a rich legacy
- Great resale value
- Iconic models you can’t forget
Cons:
- Higher production numbers mean less exclusivity
24. Zenith
Price Range: $5,000 – $50,000+
Zenith has been ticking since 1865, with solid roots in traditional watchmaking. It’s best known for its El-Primero and modern pieces. Their timepieces strike a perfect balance between old-school charm and modern edge. Whether you’re into vintage vibes or sleek innovation, Zenith delivers all with impressive mechanical credentials.
Pros:
- Deep watchmaking heritage
- High-frequency movements
- Great value for the craftsmanship
Cons:
- Less “luxury aura” than peers like Rolex or AP
25. Glashütte Original
Price Range: $7,000 to $50,000
You feel it in the precision of a pure German brand. See it in the dials. This brand isn’t loud—just quietly brilliant. Everything is done in-house. Every piece feels intentional. Serious quality without the mass-market noise.
Pros:
- Spot-on German engineering
- Gorgeous dial detailing
- Feels rare, not overdone
Cons:
- Not as recognized globally as Swiss brands
Final Thoughts
Whether you’re a seasoned collector or someone simply curious about high-end watches, these brands represent the crème de la crème of the horology world. From traditional masterpieces to bold modern creations, each brand brings its own flavor of luxury. If you’re planning to invest, remember: a great watch is not just about timekeeping—it’s a statement of passion, style, and legacy.
References & more information
- Swiss Watch Expo. Most Expensive Brands
- Luxury Baazar Company. Most Expensive Watches
- myGemma. Top Brand Companies
- Bernardo, M. Luxury watch rankings
- Featured Image by Dithira Hettiarachchi
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