Establishing a ranking of the best brands of men's watches seemed to us as dangerous as it was insane. So we preferred to compile a list of watch brands that you really need to know if you love watches. Brands (often luxury) that you've probably heard of before, but might not know a few things about.

This article has no other claim than to help you see things more clearly and to pique your curiosity to make you want to learn more!

Which watch brands should we include in this ranking?

In an ever-changing watchmaking landscape, there are some big names you just can't miss. For many, the name Rolex comes immediately to mind. However, today, many are trying to break the codes and try to launch their own brand. We have talked in recent years about BA111OD, Hegid, Charlie Paris, Beaubleu and so many others… They are still a little young to appear in this article, but nevertheless deserve your full attention.

The long list of more or less prestigious watch brands that we share here is obviously not exhaustive. We could also have spoken (in no order of preference) of BRM, Jacquet-Droz, Lip, Ulysse Nardin, Glashütte, A. Lange & Söhne, Yema or even the late RJ-Romain Jerome… But we “chose to make a choice” .

So here is (in alphabetical order) our selection of 30 watch brands that you have already heard of and that you absolutely must know!

Alpine

Like many of its sisters mentioned here, the Alpina brand was born in Switzerland in 1883. It was then part of the Corporation of Swiss Watchmakers. After a complicated period at the end of the 20th century, Alpina has revived nicely and today enjoys a solid reputation, especially in the world of sport. The French freerider Victor De Le Rue is thus the official ambassador of the Swiss house.

See our full article on Alpina

Audemars Piguet

The name of this brand directly refers to its two creators, Jules-Louis Audemars and Edward-Auguste Piguet. Founded in 1875, the Swiss house (obviously!) quickly distinguished itself with its increasingly complicated watches (striking, minute repeater, etc.) and its ultra-thin movements.

In 1925, Audemars-Piguet unveiled the thinnest pocket watch in the world, just 1.32 mm thick. Since the 1970s, the brand has been best known for its iconic Royal Oak collection. The watches in this sporty line are distinguished by their octagonal case and the eight visible screws that provide water resistance.

It should be noted that in 2021, the brand still appears to the descendants of the two founders: it is rare enough to be reported!

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Bell & Ross

Contrary to what its name might suggest, the Bell & Ross brand is… French (Franco-Swiss, more precisely). And like the previous one, this name also refers to its creative duo, Bruno Belamich and Carlos Rosillo.

Founded in 1992, the company specializes in watches designed for professionals, particularly those who work in "extreme" conditions: pilots, astronauts, soldiers... These timepieces are therefore particularly robust, like the Hydromax, waterproof up to 11,000 meters!

Bell & Ross watches (particularly the BR collection) are often recognized by their square case associated with a round dial. And if readability is the strong point of these models, the brand does not forget to take care of the style, even if it means daring certain eccentricities (fluorescent luminosity, a skull on the dial, etc.). In other words, with a Bell & Ross on your wrist, you won't go unnoticed!

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Breguet

This is undoubtedly one of the oldest watch brands, founded by Abraham-Louis Bréguet in Paris in 1775, Quai de l'Horloge (you can't make it up!).

As early as 1780, Bréguet developed its first automatic watches, known as “perpetuals”. From Bonaparte to Winston Churchill, via Marie-Antoinette, Bréguet rubbed shoulders with the great historical figures of this world.

If the 20th century was not always a cakewalk, the acquisition by the Swatch group in 1999 allowed the brand to glimpse the future with more optimism. And to demonstrate incomparable know-how, as evidenced by the Aiguille d'or received in 2014 for the Classique Chronométrie 7727 watch.

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Breitling

Breitling watches, too, are aimed at fighter pilots. But their style is definitely more conventional than that of Bell & Ross. Founded in 1884 by a certain Léon Breitling, the brand even has its own air patrol, the Breitling Jet Team!

The Navitimer is thus the reference watch for all aviation enthusiasts. As always, Breitling claims unequaled (or almost) precision for its chronographs. This also applies to its Chronomat or its Superocean, cut out for diving enthusiasts.

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cartier

Since its creation in 1874, the Cartier house has symbolized French luxury. And that goes just as much for Cartier watches as it does for jewellery, bags or perfumes.

In the watch department, his Tank watch is one of those timepieces that changed the course of history from 1918. Its design is said to be inspired by a First World War tank...

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Chopard

Internationally, the name of Chopard is often associated with the Cannes Film Festival, the Swiss house being responsible for producing the Palme d'Or each year.

From its creation in 1860, Louis-Ulysse Chopard's brand shone with its refinement, with richly decorated watches, directly inspired by the Russia of the tsars. If we still find some of these characteristics on women's watches, Chopard shows more sobriety for men (though!), especially with its emblematic LUC collection and its Tourbillon QF Fairmined for example.

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feast

Some may cry foul when they see this brand appear here. However, Festina is a name to know when you love watches. Founded in 1902, the Swiss brand is also linked to Spain, having been bought in 1984 by the watch brand Lotus and its owner Miguel Rodriguez.

Even today, many teenagers wear a Festina watch on their wrist, which almost symbolizes “coming of age”. If automatic models exist in the catalog, it is the quartz watches that contribute to the influence of Festina. Like Fossil, only better, in a way.

Our complete review of Festina watches

Frederique Constant

It is obviously not the best known of Swiss brands, but it is one of those that has best adapted to the demands of modern man. It must be said that it passes for a "baby" compared to its illustrious elders, the house Frédérique Constant having been created in 1988!

Now represented by footballer Clément Grenier in France, the brand is a benchmark in the accessible luxury market, with a rich and varied collection, ranging from the Yacht Timer to the Highlife, via its Vitality connected watch, now available at Fnac!

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Michel Herbelin

With Michel Herbelin, we remain on a positioning quite close to that of Frédérique Constant, but with even more accessible models (380 euros for an Equinoxe for example).

The result of a great family adventure, the Atelier d'Horlogerie Française, created in 1947, has never hidden its attraction for the marine world, and this is reflected in all or almost all of its watches: Newport Régate Carbone, Cap Camarat... a Herbelin watch means yielding to the call of the open sea. And for those who are afraid of getting seasick, the City and Art Deco collections will also be at ease in an urban environment!

Read our article dedicated to Michel Herbelin

Porthole

Change of style and price range with Hublot! Here, we are not afraid of the flashy and the zeros that line up at checkout. However, the Swiss brand founded in 1980 cannot be summed up in its bling-bling image.

Because Hublot perfectly masters the "art of fusion", skilfully combining materials as diverse as rubber, pink gold and ceramic. Very involved in the world of sport (from F1 to football), the brand can count on an iconic model, available almost endlessly: the Big Bang chronograph!

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IWC

Behind the three letters IWC hide the International Watch Company, a watch manufacturer born in Switzerland, in Schaffhausen, in 1868. International, the brand is certainly one, since it is an American, Florentine A. Jones, who is originally.

IWC has always stood out for its ability to innovate, being a pioneer in the use of titanium or ceramic, for example. Today, the name of the brand is intimately linked to the world of aviation, diving and sea racing. The Portofino and Spitfire collections are the finest illustrations of this.

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Jaeger Lecoultre

Founded in 1833, the Jaeger-LeCoultre manufacture is one of the most renowned in the world, always at the forefront of innovation. As early as 1844, Antoine Le Coultre developed the millionometer (capable of measuring the micron).

A few decades later, Antoine's grandson, Jacques-David Le Coultre, met Edmond Jaeger. Together, the two men set themselves the challenge of creating the thinnest watch in the world. It was done in 1907, with a movement 1.38 mm thick.

Since then, another innovation and another watch have contributed to Jaeger-LeCoultre's reputation: the Reverso, a model with a reversible case created in 1931, which enabled polo players to protect their timepiece from shocks during of their parts. 80 years later, this watch remains an Art-Deco symbol prized by watch enthusiasts around the world.

Read our full article on Jaeger-LeCoultre

Longines

The history of the Longines brand is intimately linked to the history of sport. Founded in 1832 by Auguste Agassiz, the Swiss company produced its first chronograph in 1879. A few years later, Longines was the official timekeeper of the first Olympic Games of the modern era, in 1896, in Athens.

Long present in the world of tennis (notably at Roland Garros), Longines is now the official partner of several alpine skiing, gymnastics and even archery competitions. And its Master Collection is displayed on the wrists of many men, on and off the sports fields.

Read our opinion on Longines watches

Richard Mille

By moving from Longines to Richard Mille, you can stay in the world of sport. Mainly tennis and car racing. From Rafael Nadal to Alain Prost,

Former CEO of Mauboussin, Richard Mille decided to create his own brand in 2001. And in less than 20 years, his success has been dazzling. Aiguille d'or 2007 for its RM 012, the brand specializes in ultra-complicated watches, recognizable at first glance with their tonneau case and openworked dial.

The prices tend to “fly away” slightly, regularly approaching one million euros.

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Montblanc

When we think of Montblanc, we think above all of pens and leather goods accessories. Logic as the brand with the white star has established itself as a reference with its Meisterstück.

However, Montblanc has also officially entered the watchmaking world since 1997, with the creation of the Montblanc Montres SA factory in Switzerland. Almost as evidence, it is a watch called Meisterstück that allows the brand to establish its legitimacy.

Today, Montblanc continues to stay true to its DNA with its Star Legacy and Montblanc Heritage collections, while stepping off the beaten path with its Summit 2 connected watch, designed as a "fusion between cutting-edge wearable technologies and the codes of Swiss Haute Horlogerie”.

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Omega

Omega is THE James Bond watch brand. And that alone is class! But dressing Daniel Craig's wrist as 007 is not the Swiss company's only feat (Rolex also did it in 1962 with Sean Connery).

Thus, the Speedmaster equipped astronauts Neil Armstrong and Buzz Aldrin on the Moon in 1969. Always very popular with celebrities, the brand has been acclaimed by stars as diverse as George Clooney, Michael Schumacher, Eddie Redmayne and Cindy Crawford! And the Speedmaster collection has lost none of its charm since its journey into space!

Read our review of Omega watches

Oris

Scuba diving, Formula 1, GIGN, jazz… The Oris manufacture demonstrates a rare versatility in the watchmaking landscape. Created in Hölstein, Switzerland, in 1904, the brand almost disappeared during the watch crisis of the 1970s (like many sisters).

Fortunately, it has raised the bar superbly since the early 2000s, regularly rewarding us with exceptional timepieces, like the recent Carl Brashear Cal.401.

See our article dedicated to Oris

Panerai

It is not only in Switzerland or Italy that we know how to make beautiful watches. The proof with Panerai, an Italian company founded in Florence in 1850 (but which has belonged to the Richemont group since 1997).

If the brand has few secrets for true watch lovers, it does not enjoy the same notoriety as many of its Swiss rivals. However, Panerai today produces exceptional watches, often inspired by the marine world.

From the Radiomir mechanical movement to the sublime Luminor, via the aptly named Submersible collection, the Italian-Swiss firm is cut out for deep seas.

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Patek-Philippe

Is it an exaggeration to say that Patek Philippe today offers the most beautiful watches in the world? Probably not. The Swiss brand created in 1839 by two Poles is the very embodiment of watchmaking perfection, with models of rare precision.

And to do this, Patek Philippe has the good taste not to overdo it, like its Ref. 5212A Calatrava Weekly Calendar unveiled in 2019. Here, the horological complication is not an end in itself, it is not exhibited. The refined vintage aesthetic remains the brand's signature and is also one of its greatest successes.

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Pequignet

Who could have bet on the success of an independent French watchmaking house created in the midst of the crisis, in 1973, near Morteau? However, nearly half a century later, Pequignet perpetuates the Jura know-how with its emblematic royal caliber. An adjective that can be found even in the brand's logo, a lily, but also on the company's emblematic timepiece today: the Rue Royale.

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Piaget

Founded by Georges-Edouard Piaget in 1874 at Côte-aux-Fées is today one of the many stars of the Richemont galaxy. A star still in the firmament, which continues to shine thanks to its technical exploits.

Thus, Piaget regularly breaks the record for the thinnest watch in the world, with its Altiplano collection. The Altiplano Ultimate Concept even received the Aiguille d'or in 2020!

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rolex

Do we really need to present the Rolex brand? Yes, probably, because if everyone knows his name, fewer are those who know his story. The world's leading brand in terms of turnover, Rolex was founded in London in 1905, at the instigation of a young German, Hans Wilsdorf.

Quickly established in Switzerland, the brand launched the Rolex Oyster in 1926, the world's first waterproof watch. This legendary name still appears in the brand's catalog today, along with other equally prestigious models, including the Sea-Dweller, the Submariner or the GMT-Master, the inimitable (and yet often imitated) "Rolex Pepsi”.

If you don't own one, can you say you've wasted your life if you don't know the Rolex brand at 50?

See our full review of Rolex watches

Seiko

Seiko is undoubtedly the first Japanese watch brand to have acquired an international reputation. It is in any case the first to have offered a quartz watch to the general public. It was in 1969 with the Astron.

The company founded in 1881 by Kintaro Hattari literally turned the world of watchmaking upside down. Closely linked to the world of sport (it has notably been a partner of FC Barcelona), the brand is about to blow out its 140 candles with the energy of a young first. Proof of his eternal youth? Seiko has just unveiled a 3-hand automatic watch in the colors of Naruto and a limited edition Street Fighter V!

Read our full review on Seiko

Swatch

Here is another big name in the quartz watch! Born in Switzerland in the early 1980s, the Swatch watch has always stood out for the simplicity of its design and its colorful style.

The original model was made of plastic and it is still the case today, even if the brand uses more and more bio-sourced materials. We particularly like Swatch watches for the collaborations it sets up, like its recent MoMA collection.

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TAG Heuer

At the end of the 19th century, the watchmaking company founded in the Swiss Jura by Edouard Heuer was the first to mass-produce chronographs. We therefore understand why the brand is so involved in the world of sport today.

Very popular with Ayrton Senna in the 1980s, the brand gave its name to the F1 engine of the Red Bull Racing team between 2016 and 2018. It also played a major role in the World Ski Championships and the Louis Cup. -Vuitton (the famous sailing competition).

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Tissot

The similarities between TAG Heuer and Tissot are relatively numerous, starting with Swiss origin and a birth in the 19th century (in 1853 precisely). A historic member of the SSIH (Swiss Society for the Watch Industry) with Omega, Tissot has always had an eye on new technologies and sports competitions.

It is no coincidence that it was the first to have created a tactile smartwatch (the T-Touch in 2000) and that its name remains associated with multiple events such as the MotoGP championship or the Tour de France cyclist.

See the full article on Tissot watches

You sleep

The Tudor watch brand was founded in 1926 by a certain… Hans Wilsdorf. If you have read the article so far, this name necessarily means something to you, since it is also he who created Rolex. In fact, Tudor can be seen as the "daughter company" of Rolex, even if it has gained independence in recent years.

The similarities between Rolex and Tudor watches are obvious, even though the latter are significantly cheaper! Today Tudor manufactures its own manufacture calibers as on its new Black Bay Fifty Eight diver's watch.

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Vacheron Constantin

“Do better if possible, which is always possible. The motto of the Swiss brand Vacheron Constantin may make you smile but clearly illustrates the desire of its creators to offer the most beautiful watches possible!

Created in 1755, the brand can be seen as the oldest watch manufacturer in the world, even if its recent history has not been easy.

Vacheron Constantin has stood the test of time, continuing to innovate: the first horological complication in 1790, the first pocket watch with jumping hours in 1824, the thinnest minute repeater in the world in 1992... And above all, in 2015, the reference 57260 became the most complicated watch in the world, with no less than 57 complications.

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Zenith

It was in 1865 that Georges Favre-Jacot founded his Fabrique des Billodes watch manufacturer in Switzerland. But it was not until 1911, when he sold his business to his nephew James Favre, that it took the name of Zenith.

In the midst of a watchmaking crisis in the 1970s, everything ended up coming to a halt when the managers decided to bet everything on quartz. Fortunately, a few years later, the new owners of Zenith went back to basics and redeveloped their iconic El Primero movement. This still equips the brand's watches today, particularly in the Chronomaster and Defy lines.

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To go further:These 12 “small” watch brands that you should knowThe 10 major French watch brands you absolutely need to know

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