Watches are a bit like flowers or colors—we all have the right to our preferences and favorite brands, but making a ranking would be entirely subjective or, at the very least, too personal. However, if you’re a watch geek like me, there are certain watchmakers that stand out and are essential to know about. These are the ones whose existence you should at least be aware of. So, I present to you a selection of 20 men’s watch brands to know, listed in alphabetical order! You can never go wrong when you decide to trust one of these watchmakers.
Audemars Piguet

This is my dream! It’s currently out of reach, but maybe one day… Audemars Piguet was founded in 1875 by Jules-Louis Audemars and Edward-Auguste Piguet, two Swiss men who quickly made a name for themselves in the small world of watchmaking. Their watches are renowned for their highly complex movements and excellent quality.
Audemars Piguet is especially famous for the Royal Oak, a sporty yet very classy watch with a distinct, easily recognizable design. The octagonal bezel and the few visible screws have been captivating since the 1970s. For over 50 years, it has inspired other watchmakers. It is the Holy Grail for many watch enthusiasts.
Bell & Ross

Bell & Ross doesn’t have a long history, as the company was founded in 1992, but it quickly made a name for itself, with its reputation skyrocketing in no time. It’s a French-Swiss brand, founded by Bruno Belamich (Bell) and Carlos Rosillo (Ross). This watchmaker specializes in professional watches, designed for military personnel, pilots, and divers, while always paying particular attention to style.
Bell & Ross holds the depth record with the Hydromax, which was submerged at 11,100 meters. The brand is best known for the square case in several of its collections, with a screw at each corner. These watches are unique, and their designs are often very bold, with some dials being quite original. Bell & Ross is one of the greatest watchmaking success stories of the last 50 years.
Breguet

Breguet is one of the watch brands that has stood the test of time and adapted to changing eras. In 1775, on Paris’ Quai de l’Horloger, Abraham-Louis Breguet made his first watch. His automatic “perpetual” watches found their way onto the wrists of some of history’s greatest personalities, including Winston Churchill, Marie Antoinette, and Napoleon Bonaparte. Breguet is part of history with a capital H.
The arrival of quartz in the 1960s was tough for the company, but it managed to survive. It wasn’t until the brand was acquired by the Swatch Group in the late 1990s that Breguet returned to the spotlight. In 2014, the brand won the Aiguille d’Or for the Breguet Classique Chronométrie 7727. With nearly 250 years of producing the world’s finest watches, Breguet is one of the legends of watchmaking.
Breitling

Another legendary brand, though it arrived a bit later, in 1884, in Switzerland’s Jura region. Léon Breitling aimed to create watches for professionals. As a result, he offered tachymeter watches for drivers and cyclists, pulsometers for doctors, and telemeters for military personnel.
Breitling is best known for its chronographs, which are widely used in motorsports. In the early 20th century, the brand also produced gauges for cars and many aviation tools, including aviator watches with the first-ever push-button chronograph. In short, Breitling represents innovation and performance in watchmaking. These are watches for brave men who love adventure. Notably, the Breitling Navitimer, later renamed “Cosmonaute,” was the first watch to go into space.
Cartier

Cartier stands as a symbol of French luxury. Its story began in 1847 when Louis-François Cartier took over his mentor’s jewelry workshop. A year later, it evolved into a retail store, and five years after that, the first Cartier pocket watches were introduced. The company remained a family-owned business until 1964, producing exquisite timepieces for men and some iconic pieces for women throughout the years.
One of the most memorable watches is the “Santos,” the first wristwatch created for a pilot and explorer. The Tank watch, with its curved rectangular design, also gained immense popularity, worn by notable figures like Clark Gable, Andy Warhol, Gary Cooper, and Alain Delon. More recently, Emmanuel Macron has also sported one. Cartier remains one of the most renowned French luxury brands globally.
Charlie Paris

Founded in 2014 by Ambroise and Adrien, Charlie Paris is a French watch brand. Initially known for producing “fashion” watches, the brand has since evolved, offering high-quality automatic watches, many priced under €500. The brand also showcases impressive complications, like its perpetual moon phase model, featuring the Swiss Soprod caliber, priced at €1900.
Hublot

Switching to a different realm of luxury—this time, with a sportier edge—Hublot is a relatively young brand, founded in 1980 by Carlo Crocco. An Italian visionary, Crocco sought to revolutionize the watch market by being the first to combine rubber with natural gold in his creations. The brand later introduced unconventional materials such as carbon fiber, zirconium, tantalum, titanium, and ceramic.
Hublot even developed its own metals, like Hublonium, an aluminum-magnesium alloy, and King Gold, a gold alloy with 5% platinum. Its most iconic model, the Hublot Big Bang, with its bold design and substantial case, has captivated top athletes, including footballers, F1 drivers, and NBA stars.
IWC

Though less known to the general public, IWC (International Watch Company) is a familiar name among watch enthusiasts. Founded by American Florentine A. Jones, the brand has operated out of Schaffhausen, Switzerland, since 1868.
IWC is renowned for its innovations, including pioneering the use of ceramic and titanium in watches. Several iconic men’s watches have shaped IWC’s legacy, such as the Special Pilot’s Watch, one of the earliest wristwatches, the Ingenieur with its revolutionary winding system, and the Aquatimer with its rotating bezel integrated into the dial—reliable and practical timepieces!
Jaeger-LeCoultre

Another legendary watchmaker and one of the most renowned houses in the world. The LeCoultre manufacture was founded in 1833, and its first significant achievement came 11 years later with the invention of the millionometer, a tool capable of measuring microns. This tool subsequently allowed the creation of watches with unprecedented precision at the time. It took a few more years before Jacques-David LeCoultre met Edmond Jaeger.
Together, the two men created the world’s thinnest pocket watch in 1907, measuring only 1.38 mm in thickness. This was a remarkable feat for the era, which brought fame to the manufacture. A few decades later, Jaeger-LeCoultre innovated once again by introducing the Reverso, a watch designed for polo players, with a dial that could flip to protect itself from shocks. It’s a watch for men with taste and means.
Longines

This Swiss watchmaker is also a part of history, particularly in the world of sports. It was founded in 1832 by Auguste Agassiz, who truly made a name for the company in 1879 with the creation of its very first chronograph, the first of a long line. The precision of its watches earned Longines the title of official timekeeper for the 1896 Olympic Games.
Since then, Longines has never left the world of sports. It has been a partner of Roland Garros, as well as numerous competitions in alpine sports, archery, and gymnastics. Several collections appeal to men, notably the Master Collection and, more recently, the Sport Collection. Longines is a symbol of reliability and durability.
Omega

This is the watch of a particular man: James Bond, agent 007. It adorned the wrist of Daniel Craig in several episodes. Of course, Omega has a much longer history, beginning in 1848 in the canton of Neuchâtel, Switzerland. It’s one of the best-selling luxury brands in recent years, particularly after its acquisition by the Swatch Group, which successfully revived this fantastic brand.
Omega has introduced numerous innovations since its creation, notably captivating the British army, which equipped its soldiers with the Swiss watchmaker’s reliable timepieces for a long time. In 1965, NASA selected the Omega Speedmaster for its missions. Buzz Aldrin stepped onto the moon wearing what would later be known as the MoonWatch. The Speedmaster and the Constellation are Omega’s two most famous and iconic models, true collector’s pieces.
Oris

Oris is a brand that the general public may not know much about, but it is a magnificent watchmaker producing robust and reliable watches since 1904. These are watches for men who love adventure. Oris has created superb diving watches, pilot watches, and timepieces dedicated to the GIGN (French Special Forces), in short, watches designed to withstand everything.
Among the iconic timepieces from this Swiss watchmaker are the Chronoris, reissued in recent years with great success, the Oris Wrist Alarm, a mechanical watch with an alarm function, and the Worldtimer, with a dual-pusher system that allows you to adjust the time zone forward or backward while automatically setting the local time. Oris offers fabulous watches for men, often at very reasonable prices.
Patek Philippe

The most iconic watches in history are likely found here. Patek Philippe holds numerous records, and the wealthiest collectors do not hesitate to spend tens of millions at times to acquire the rarest pieces. Patek Philippe has been around since 1839 and has always been considered the epitome of perfection in watchmaking.
The watches are refined, featuring highly complex complications, but always integrated with elegance and simplicity. It is somewhat the opposite of Richard Mille. Patek Philippe has never denied its history and has always remained true to its elegant and classic designs. The Nautilus is probably the most iconic watch from this watchmaker and is a dream for many collectors.
Piaget

The history of the Piaget brand began in 1874 in La Côte-aux-Fées, located in the Swiss Jura region. Georges Edouard Piaget was making watch movements to sell to established brands. The workshop quickly gained a reputation and was regarded as the provider of the best movements. It wasn’t until 1943 that Piaget registered its trademark and began selling its first watches under its own name.
Success came quickly, and the brand specialized in ultra-thin movements. In 1960, the 12P caliber was created, with a thickness of only 2.3 mm, which was exceptional for that time. Since then, the brand has consistently broken records for thinness, the most recent being in 2020, when it also won the Aiguille d’Or that same year. Piaget is a significant name in watchmaking, and it is a brand for refined men.
Richard Mille

A very young watch brand, founded in 2001, Richard Mille has perhaps become the favorite watch among star athletes. It is worn by those who love flashy, complex, and oversized watches. The tonneau-shaped cases and visible mechanics have attracted younger generations, but one must be ready to write a substantial check. The brand experiments with surprising material combinations like rose gold and titanium, platinum and carbon fiber, and more.
Many of its watches are released in collaboration with prominent figures from the worlds of sports and music. For example, there is the Richard Mille Nadal RM27-04, which approaches one million euros, the Richard Mille Pharrell Williams RM 52-05, which exceeds one million, or the Richard Mille RM 70-01 Alain Prost with its particularly striking design. This is luxury at its highest level—some love it, others hate it, but no one is indifferent.
Rolex

There’s no need to introduce Rolex, as everyone has heard of the most famous Swiss watchmaker. It’s the brand that symbolizes personal success. We all remember Jacques Séguéla’s infamous line, “If by 50 you haven’t owned a Rolex, you’ve failed in life.” While this statement is obviously absurd, it is undeniable that many men have an unspoken dream of owning a Rolex.
Rolex remains a brand that inspires dreams, even if true watch enthusiasts often have different aspirations. The watchmaker, founded in 1905 by Hans Wilsdorf, represents Swiss excellence, and certain timepieces, like the Rolex Oyster, Rolex GMT-Master, or the Daytona Paul Newman, are must-haves in any collection.
Seiko

Moving into a price range that is more accessible to the general public but still deserving of its place among must-know men’s watches, Seiko has been offering quality timepieces since 1881. Initially, Kintaro Hattori set up a workshop to sell and repair watches imported from abroad. For over 10 years, he learned, discovered, and improved, eventually founding his own manufacture, which he named Seikosha.
He first produced pocket watches, and it wasn’t until 1913 that he launched Japan’s first wristwatch. Since then, the brand has maintained its values. Seiko watches are arguably the best mechanical and automatic watches in terms of quality-to-price ratio. If you’re on a budget and looking for a mechanical watch, Seiko is the brand to check out! It was also the first manufacturer to offer a quartz watch to the general public, which dealt a significant blow to the entire Swiss watchmaking industry.
Tissot

Like many watchmaking stories, Tissot’s begins in the Swiss Jura. Charles Félicien Tissot and Charles Émile Tissot founded their company in 1853 with the ambition to create a brand that honored the tradition of Swiss watchmaking while introducing numerous innovations and maintaining reasonable prices. Their gamble paid off—customers flocked to the brand, and its growth was rapid.
Even today, Tissot bases its expertise on innovation. In fact, it was the first watchmaker to offer a touchscreen watch, long before Apple, with the T-Touch in 2000. Tissot is also a partner of many sports competitions, including the Tour de France and the MotoGP championship. Among its iconic models are the PRX and the PRS 516 Chronograph.
Tudor

Tudor was founded by Hans Wilsdorf in 1926. He had also founded Rolex a few years earlier. The similarities between the two brands are numerous, but Tudor remains more accessible. The watches are beautifully crafted, and the know-how is undeniably comprehensive, but the prices are often two to three times lower than at Rolex.
While it doesn’t have the same prestige as Rolex, Tudor still delivers excellent craftsmanship. In fact, one could argue that the value for money is better than at Rolex, where the brand’s name often adds a significant premium. If you like Rolex but find it a bit expensive, take a look at Tudor—you might just find what you’re looking for.
Vacheron Constantin

This may be the watchmaking house with the longest history. Vacheron Constantin was founded in 1755, nearly 270 years ago! Its motto: “Do better if possible, which is always possible.” The goal of this watchmaker has always been to surprise, innovate, and develop ever more beautiful and high-performance watches. It was the first watchmaker to add a complication to a watch in 1790. It was also the first to design a pocket watch with jumping hours and to create the world’s thinnest minute repeater watch.
The extraordinary journey continues, as do the innovations. In 2015, Vacheron Constantin designed a watch with 57 complications. As of 2022, it remains the most complex timepiece in the world. The prices are, of course, considerable for many references, clearly placing the brand in the realm of ultra-luxury. Once again, it’s a dream that remains out of reach for many collectors.
Zenith

We end on a high note with Zenith. In Locle, Switzerland, the historic cradle of luxury watchmaking, Georges Favre-Jacot was training apprentices before he even came of age. Watchmaking and precision mechanics were his passion. Early on, he set out to design timepieces as accurate and reliable as possible, realizing that he needed to rethink production methods.
He went on to create a watch manufacturing factory unlike anything seen before. By mastering every stage of production, he was able to produce excellent watches at highly competitive prices. Recently, iconic watches such as the Zenith Christophe Colomb and the El Primero Striking 10th have continued to emerge from the workshops. Even today, the prices remain very reasonable compared to the quality offered.