From Richard Mille to Rolex, the world of luxury timepieces spans numerous centuries, multiple continents, and a wide range of price points. Upmarket watches from hallowed creators like Audemars Piguet and Richard Mille are coveted by collectors and celebrities alike. If you are looking to start a watch collection, it might seem daunting to determine which watch brands are the “best” to add to your display case.
Today, we’ll take a look at the most popular luxury watch brands of the 21st century. We’ll cover why we love each brand as well as where to get them (plus, some tips for shopping on the secondary market and getting the most bang for your buck). Let’s dive into the world of haute horlogerie. Once you get your first taste of true luxury wrist wear, you’ll never look back.
Richard Mille
A relative newcomer on the horological scene, the brand Richard Mille was created in 2001 by Richard Mille and partner Dominique Guenat. Since the company’s initial release nearly 25 years ago, these watches have skyrocketed in popularity and fame, quickly becoming some of the most desirable timepieces in the world. The brand has amassed an enviable collection of friends and partners who represent these timepieces, often designing bespoke models and limited edition lines that become highly coveted by collectors around the globe.
Richard Mille watches are often associated with high-performance sports, particularly motorsports and Formula 1 racing. Felipe Massa, the renowned Brazilian F1 driver, was one of the brand’s first partners. Other notable Richard Mille wearers include tennis great Rafael Nadal, Jamaican sprinter Yohan Blake, pro golfer Bubba Watson, actress Michelle Yeoh, and many other influential and talented names.
It’s also worth mentioning the price tag typically associated with Richard Mille watches. These timepieces nearly always cost six figures, and some can even sell for more than that. So what makes these watches so expensive… and are they worth it?
Many watch aficionados would argue that yes, these timepieces are worth the hype (and the dollars you’ll have to fork over to get your hands on one). Richard Mille watches use only the finest materials and offer innovative and precise craftsmanship that guarantees you will be wearing a veritable feat of engineering on your wrist. With its iconic tonneau-shaped case and skeletonized dial, any Richard Mille watch is sure to become an instant conversation piece.
Patek Philippe
A timepiece from Swiss watch brand Patek Philippe is on the wish list of every collector, and luckily, the brand has plenty of upscale, elegant models to choose from. Even England’s royal family loves Patek Philippe – and when people who could afford any watch under the sun are choosing these ones, you know they are top quality.
The innovative, classic, and breathtaking Patek Philippe Complications and Grand Complications lines are typically the most expensive options from the brand. Patek Philippe also makes a line specifically designed for women wearers, called Twenty~4. If you have a yen for Bauhaus-inspired classics, maybe you will opt for the Patek Philippe Calatrava. Prefer art-deco? The strong lines of the Gondolo might suit you best. With so many options to choose from, you could build an excellent watch collection exclusively from this brand’s inventory. If you were to do so, however, there is one model you cannot possibly forget… the Patek Philippe Nautilus.
This 1970s sports watch was originally produced in stainless steel and is one of prolific Italian designer Gerald Genta’s most praised creations. Since its inception nearly 50 years ago, it has been a staple of the horological scene. Reference 5711 has been particularly popular and was recently discontinued (in part, perhaps due to incredibly high demand that the manufacturer could not possibly meet). Many celebrities and tastemakers love the Patek Philippe Nautilus, with famous wearers including Victoria Beckham, Leonardo DiCaprio, Jay-Z, Ellen DeGeneres, and countless others.
Patek Philippe watches on the secondary market typically start around $20,000. Higher-end models with more complications, however, frequently sell for over $300,000. WatchCharts Analytics reports that the average secondary market price of a Patek Philippe is about $50,000. These timepieces are certainly an investment, but they are sure to be a cherished part of your collection for generations to come.
Audemars Piguet
Like many of the others on this list, Audemars Piguet is a hallowed brand that has been around for decades (and then some). This Swiss icon was founded in 1875 – and as we near the brand’s 150th birthday, it is the perfect time to reflect on all of the incredible pieces that are stamped with the AP name. The most iconic, however, is certainly the Audemars Piguet Royal Oak, another creation of Gerald Genta (that’s right, the same genius who designed the Patek Philippe Nautilus)!
The Royal Oak is widely considered the centerpiece of the Audemars Piguet collection, and has inspired offshoots like the sporty Royal Oak Offshore as well as the innovative and unusual Royal Oak Concept. In 2019, however, Audemars Piguet launched a brand-new line: the Concept 11.59. These watches offer a striking round face paired with durable and versatile straps and have become quite popular among the world of watch aficionados. In short, there are many reasons to love Audemars Piguet, but their classic heritage and prestigious Swiss craftsmanship top the list.
Rolex
The name Rolex speaks for itself – these watches need no introduction. Dubbed “The Crown,” the brand began in the early 1900s in London, but has since moved its location to Switzerland, the watch capital of the world. From unveiling the first waterproof watch (the Oyster) in 1926 to releasing the first self-winding wrist watch with a date display (the Datejust) in 1945, Rolex has always been at the forefront of innovation.
For decades, Rolex watches have been symbols of status, taste, and class. They are widely considered some of the most recognizable luxury timepieces and have been featured in countless movies and TV shows, perhaps most notably in the early James Bond movies with Sean Connery. Additionally, they are stalwarts of numerous celebrity watch collections and stand out as some of the most desirable watches in the world.
In fact, there is even a watch collectors’ event dedicated to Rolexes: RollieFest, which was founded by George Hess, the global head of watches at Sotheby’s. The brand has a large repertoire of renowned watches, including both professional models and aesthetic classics. From the hardworking Submariner to the elegant Day-Date, there is a Rolex for every watch enthusiast out there.
Additionally, Rolex watches often offer a more affordable price point for those who are just getting into the watch collecting game. The least expensive Rolex watches on the secondary market typically start around $7,000, while high-end or limited edition Rolexes can exceed $200,000. It all depends on the make, model and features that you are looking for.
If we are determining the most popular luxury watch brands by numbers sold, Rolex certainly takes the cake. Chrono24 Magazine reports that the best-selling watch model of 2024 was the Rolex GMT-Master II, specifically the “Batman” edition, which features a two-tone black and blue bezel. No matter which Rolex you choose, you can’t go wrong with one of these hallowed timepieces.
Honorable Mentions
Rolex, Audemars Piguet, Patek Philippe, and Richard Mille are generally considered the “Big Four” of watch collecting – but there are many other incredible brands on the market at price points that may be more attainable if you are just starting out. For instance, Chrono24 Magazine also mentions the Tudor Black Bay and the OMEGA Speedmaster as some of last year’s top-selling models – and both of these are typically more affordable than any “Big Four” piece. The Robb Report also notes that Cartier watches are trending right now.
Shop the Hottest Luxury Watch Brands at Avi & Co.
When you shop for luxury timepieces at Avi & Co., you are ensuring that you get access to only the best of the best. All of our watches are vetted and guaranteed genuine. We specialize in the “Big Four” brands, but we also have amassed a stunning inventory of brands like Cartier, OMEGA, Hublot, and more.
With three upscale locations in Manhattan, Miami, and Aspen, there is an Avi & Co. near your home base. So what are you waiting for? Stop by one of our elegant showrooms to enjoy the cool feel of luxury fastened around your very own wrist.
Schedule your appointment today. We can’t wait to meet you!
