Affordable | Mid-Range | Luxury

Top affordable Swiss watch brands 

#1. Swatch

The Brand: Swatch watches were released in 1983, initially created as a response to the Quartz Crisis of the 1970s and 80s. Because of this, they are known for saving the Swiss watchmaking industry during this time. 

Need To Know: The term “swatch” was coined by combining the words, “second watch.” Swatch aimed to create watches that could be used as casual accessories. Today, Swatch is known as a fun and affordable brand that sells watches in crazy color combinations. Swatch also offers mechanical watches.

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#2. Wenger

The Brand: Wenger was founded in 1893, initially producing Swiss Army Knives. This brand did not move into watchmaking until 1997, but even with only 25 years of experience in this industry, Wenger has become well-known within the world of Swiss watchmaking. 

Need To Know: Wenger’s first watches were designed to be multifunctional, with outdoor-loving people in mind. However, practicality doesn’t appeal to everyone. Because of this, Wenger has expanded their collection to include more fashionable watches. This company also manufactures travel gear.

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#3. Tissot

The Brand: Tissot began creating watches in Le Locle, Switzerland in 1853. Within just a few years of its beginning, Tissot watches started selling internationally. Soon after, Tissot became a leading brand worldwide. This company is a sponsor and official timekeeper for the NBA.

Need To Know: Tissot creates watches in various designs while frequently launching limited edition watches. As an affordable yet high-end watch brand, Tissot strives to use high-quality materials for its products.

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#4. Oris

The Brand: Founded in 1904 by Paul Cattin and Georges Christian, Oris was named after a nearby brook in Holstein, Switzerland. By 1911, this company was the largest employer in Holstein, and it continued to expand to other cities throughout the 1920s. By the late 1960s, Oris had become one of the largest watch companies in the world.

Need To Know: Today, Oris focuses more on watches for diving, aviation, and motorsports. While some Oris watches are sold at higher price points, many of its timepieces are very affordable. While the average price is between $2,000 and $3,000, several are offered below this range.

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#5. Alpina

The Brand: Alpina’s history dates back to 1883 when founder Gorrlieb Hauser founded the Swiss Watchmakers Corporation, which organized the components of watch manufacturing. In 1901, Alpina became a registered trademark. The Alpina brand continued to grow until the quartz crisis of the 1970s. In 2002, the company was sold to Aletta and Peter Staas, who set the stage for Alpina’s return to the watchmaking scene.

Need To Know: Alpina is at the forefront of the watch industry and is available at 200 different watch retailers worldwide. You can find Alpina watches for under $1,000, but many of them are at various price points.

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Top mid-range Swiss watch brands 

#1. Rolex

The Brand: Rolex was established in 1905 by Hans Wilsdorf in London. At the time, watches were not very reliable, but Wilsdorf foresaw that they had the potential to become elegant and precise. He outsourced manufacturing to a Swiss watchmaking company in Bienne, which convinced the public of Rolex’s reliability.

Need To Know: Rolex is owned by the private Hans Wilsdorf Foundation, which is registered as a charity. Rolex dominates the watchmaking industry by producing 1 million watches every year. The entry price point for a Rolex watch is around $5,000.

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#2. Omega

The Brand: initially operated under the name of “La Generale Watch Co.” when it was founded in 1848. It wasn’t until 1903 that this brand took on the current name of Omega. In 1948, Omega launched one of their most iconic watches, the Seamaster, one of the most respected watches ever created by this brand.

Need To Know: Omega earned widespread popularity when it became the official watch of James Bond in the 1990s. Today, Omega maintains its popularity and reputation as one of the best watch brands worldwide.

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#3. Jaeger-LeCoultre

The Brand: Founded in 1833 by Antoine LeCoultre, this company started as a small watchmaking workshop. By the mid-1900s, Jaeger-LeCoultre had created the first-ever fully automatic watch, named the Calibre 497.

Need To Know: In 2000, this brand was acquired by Richemont, a Swiss luxury group, who still owns it today. Jaeger-LeCoultre’s history includes many inventions and world firsts, making them highly regarded and famous in the watchmaking industry.

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#4. Panerai

The Brand: Panerai’s origins date back to 1860 when Giovanni Panerai opened his own watch shop and watchmaking school in Florence. From around 1940-1985, this brand specialized in creating military watches for the Italian Navy.

Need To Know: In 1993, Perai began making civilian watches, and they quickly became popular amongst collectors and enthusiasts. Today, the company is based in Geneva and manufactures its products in Neuchatel, Switzerland.

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#5. Zenith

The Brand: On a mission to create “the perfect watch,” George Favre-Jacot founded Zenith in 1865 in Neuchatel, Switzerland when he was only 22. Farve-Jacot invested heavily in this brand to create a more streamlined watchmaking process. Several high-profile figures have worn this brand’s watches, including Gandhi.

Need To Know: Zenith was purchased by luxury conglomerate LVMH in 1999. Currently, Zenith collections include Defy, Chronomaster, Elite, and Pilot.

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Top luxury Swiss watch brands

#1. Patek Philippe

The Brand: Patek Philippe was founded in 1839 under the name “Patek, Czapek, & Cie.” This company created the first keyless watch in 1845 and the first Swiss wristwatch in 1868. Almost 100 years later, in 1956, Patek continued to demonstrate innovation by patenting the first all-electric clock.

Need To Know: Thiery Stern is the current president of Patek Philippe. This company is known as one of the most prestigious watch brands globally, with its timepieces owned by several celebrities, such as Princess Diana, John F. Kennedy, and Pablo Picasso.

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#2. Audemars Piguet

The Brand: Audemars Piguet was founded in 1875 by Jules Louis Audemars and Edward Auguste Piguet. This family-owned brand was established in Le Brassus, Switzerland, and to this day, the company’s watchmakers remain inspired by the area’s natural resources.

Need To Know: This company is best known for creating the Royal Oak wristwatch in 1972, which led to its popularity in the watch industry. Audemars Piguet has created some of the thinnest watches in the world and produces around 40,000 total watches annually.

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#3. F.P. Journe

The Brand: Founded only 22 years ago, this brand was named after its founder, Francois-Paul Journe. The company’s motto, Invenit et Fecit, translates to, “He invented it and made it.” This motto represents the idea that this brand designs and constructs all of its watch movements.

Need To Know: In 2018, this brand was acquired by Chanel. F.P. Journe only produces around 800 watches a year, many of which sell for hundreds of thousands of dollars. 

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#4. Breguet

The Brand: Breguet, named after its founder, Abraham-Louis Breguet, was established in Paris in 1775. Although the company was not the first to invent the pocket watch, it is well-known for producing the first reliable and effective pocketwatch. In 2006, Breguet had a major breakthrough by introducing mechanical parts made from silicon.

Need To Know: One of Breguet’s pocketwatches is known as the most expensive watch ever sold at an auction. In May of 2012, this watch sold in Geneva for around $4.69 million.

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#5. Greubel Forsey

The Brand: Founded in 2004 by Robert Greubel and Stephen Forsey, this brand only creates around 100 watches per year. The company focuses on innovation and prides itself on going against the norm.

Need To Know: With 30 unique movements created since its founding, Greubel Forsey has invented some of the most impressive and expensive watches ever seen. Most of this company’s timepieces sell for over $100,000.

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