Luxury watches for men: an overview of the best brands and models

Luxury watches for men are more than just timepieces – they are masterpieces of craftsmanship, status symbols and in many cases better investments than gold. Anyone investing in a luxury watch needs an overview of brands, references and price ranges. There is a special Rolex Submariner buying guide for the Submariner.

What is a luxury watch?

Luxury watches begin where mass-produced watches end: with handmade movements, precious materials (sapphire crystal, titanium cases, precious metals) and brand names that have stood for precision for generations. The limit is around 3,000 euros – below this, we speak of upmarket watches, not genuine luxury watches.

The most important luxury watch brands for men

Rolex – The classic

The undisputed number 1 in the luxury watch segment. Submariner, Daytona, Datejust and GMT-Master II are the most traded watches in the world. Stable in value, instantly recognizable. Everything about the Rolex in the special Submariner buying guide.

• Entry level: Datejust 41 (approx. 7,500 euros RRP)
• Icon: Submariner (from approx. 9,100 euros RRP)
• Top: Daytona (approx. 14,800 euros RRP)

Patek Philippe – The jewel

“You never actually own a Patek Philippe. You merely look after it for the next generation.” The most expensive watch ever sold at auction was a Patek: the Grandmaster Chime for 31 million dollars. Starting price: approx. 25,000 euros (Calatrava).

Audemars Piguet – The rebel

The Royal Oak (designed by Gerald Genta in 1972) was the first luxury watch made of steel with a luxury price tag. Royal Oak Offshore from approx. 25,000 euros.

IWC Schaffhausen – The Pilot

Known for Pilot’s Watches (Mark XVIII, Big Pilot) and the Portugieser line. Starting at approx. 5,000 euros, very good value stability.

TAG Heuer – The sportsman

Carrera, Monaco and Aquaracer – TAG Heuer is the most affordable entry into the real luxury class: from around 1,500 euros for new models.

Omega – The astronaut

Speedmaster “Moonwatch” (worn on the moon in 1969) and Seamaster are world class. Entry level: Seamaster Aqua Terra (approx. 5,500 euros). Outstanding price-performance ratio.

Luxury watches by budget

• 3,000-6,000 euros: TAG Heuer Carrera, Hamilton Khaki, Longines Conquest, Tissot Le Locle
• 6,000-15,000 euros: Omega Seamaster, IWC Pilot’s Watch, Tudor Black Bay, Zenith El Primero
• 15,000-30,000 euros: Rolex Submariner / GMT, Breitling Navitimer, Panerai Luminor
• 30,000 euros plus: Patek Philippe, Audemars Piguet, A. Lange & Söhne, Richard Mille

Buying second-hand: Is it serious?

Yes – if you know where. Chrono24 is the world’s largest platform for pre-owned luxury watches with buyer protection. Important: Always check the papers and original box – they can account for 20-40% of the resale value.

New trends in the luxury watch segment

• Tudor Black Bay: The watch with Rolex DNA for significantly less money – in high demand, no waiting list stress
• Cartier for men: Santos de Cartier and Tank experience a renaissance among younger buyers
• Vintage revival: everything from the 1970s is booming – cushion cases, textured dials, muted colors
• Sunburst dials: Technically complex, visually strong – currently in particularly high demand

Care and maintenance

Mechanical watches should be serviced every 5-10 years. Costs: 300-1,500 euros depending on brand and caliber. Rolex service at an authorized dealer: approx. 800-1,200 euros.