Swiss watch brands have enjoyed an exceptional reputation for centuries – not surprising, considering that the romantic Alpine republic is widely regarded as the birthplace of watchmaking. Renowned for their precision and exceptional quality, Swiss watches are often coveted status symbols. Since the 1950s, many of today’s well-known brands have set industry standards with their technical innovations and created designs that remain among the most popular in the watch world. In this article, we take a look at the ten most successful Swiss watch brands. We also provide answers to some frequently asked questions, such as the pricing of Swiss watches, and present some interesting market data.
- The 10 Best Swiss Watch Brands
- How many Swiss watch brands are there?
- Why are Swiss watches so expensive?
- What are the oldest Swiss watch brands?
The 10 Best Swiss Watch Brands
1. Rolex
For many, it’s the quintessential luxury watch brand: Rolex. Even laypeople are familiar with the Swiss manufacturer’s reputation, and Rolex watches are considered a status symbol by many. Although most Rolex models were originally designed for specific professional purposes, they’ve found their way into the everyday lives of many watch enthusiasts – from sporty motorsport chronographs and the elegant Yacht-Timer to iconic pilot’s watches and robust divers.
To this day, Rolex is privately owned, and is part of the Hans Wilsdorf Foundation established by Wilsdorf himself. The purpose of the foundation is to preserve and promote the legacy and values of Hans Wilsdorf, particularly in the fields of art, science, education, and charity.
2. Omega
Omega is also an integral part of the landscape of the Swiss luxury watch industry. Unlike Rolex, Omega – like many other well-known watch brands – is part of the Swatch Group, headquartered in the French-speaking city of Biel/Bienne.
The Swiss watch brand has achieved many milestones that have helped to cement its reputation: Omega made the first wristwatch to go to the moon and invented both the Co-Axial escapement and the Master Chronometer, and is the official timekeeper of the Olympic Games.
3. Patek Philippe
Patek Philippe represents haute horlogerie at its finest and is one of the few remaining independent, family-owned Geneva-based luxury watchmakers. As a manufacturer, Patek Philippe produces almost all the components of its prestigious watches in-house, giving the brand an unparalleled aura and exclusivity.
Patek Philippe was the first to incorporate groundbreaking complications such as the perpetual calendar and the double chronograph into a wristwatch – both of which have had a lasting impact on the art of watchmaking. This tradition of innovation has made Patek Philippe one of the most prestigious and sought-after Swiss watch brands in the world.
4. Audemars Piguet
Audemars Piguet‘s luxury watches are among the most popular in the world, making it one of the “Big Three” in the Swiss watch industry, alongside Patek Philippe and Vacheron Constantin. The company has been family-owned since its founding in 1875 and is synonymous with exceptional watchmaking.
Its most famous model, the Royal Oak, was created by design icon Gérald Genta and revolutionized the market in 1972 with its striking stainless steel design – a bold move at a time when luxury watches were made almost exclusively of precious metals. To this day, the Royal Oak remains the Le Brassus manufacturer’s flagship timepiece.
5. Breitling
The traditional Swiss luxury watch manufacturer Breitling dates back to 1884 and is world-renowned for its chronographs and pilot’s watches. Breitling is synonymous with robust, functional timepieces with a distinctive design. The manufacture produces the majority of its watches in its own production facilities in La Chaux-de-Fonds, Switzerland’s “watchmaking capital.”
Since 2002, Breitling has had all its watches certified by the Official Swiss Chronometer Testing Institute (COSC), further underscoring the precision and quality of its timepieces. Breitling was one of the few independent companies in the Swiss watch industry for a long time, until it became the property of British financial investor CVC in 2017. Under the leadership of the new CEO, Georges Kern, the brand experienced a significant upswing, successfully focusing on a combination of modern and retro designs.
6. IWC
The traditional Swiss luxury watch manufacturer International Watch Company – IWC for short – was founded in 1868 by Florentine Jones and is undoubtedly one of the most best-known Swiss watch brands. The Schaffhausen-based manufacturer is famous for its pilot’s watches, which have been a permanent feature of the IWC catalog since the mid-1930s.
Along with pilot’s watches, dress watch lines like the Portugieser and Portofino are absolute classics and delight watch lovers around the world. IWC combines traditional design with modern stylistic elements in all its model lines by using materials such as ceramic, bronze, and titanium. The company is based in Schaffhausen and has been part of the luxury goods group Richemont since 2000.
7. Tudor
More than two decades after Rolex’s founding, Hans Wilsdorf set out to produce rugged, reliable watches at affordable prices. Rather than integrate these watches into the existing Rolex line-up, he created his own brand: Tudor.
While Rolex is increasingly positioning itself as a luxury brand, Tudor focuses on functional tool watches that are popular for their excellent price-performance ratio. The Swiss brand appeals to watch enthusiasts who appreciate high-quality craftsmanship but do not want or need the prestige of a Rolex. Tudor watches are manufactured in the company’s factory in Le Locle. For more about the brand, check out our article “Tudor: The Poor Man’s Rolex or a Respected Watch Brand?”
8. TAG Heuer
When it comes to motorsports and precision, there’s simply no way around TAG Heuer. Since Edouard Heuer founded the company in 1860, the Swiss brand has established itself in the world of timekeeping. Originally known for the development of stopwatches and chronographs, TAG Heuer became a key player in the automotive and aviation industries with the production of on-board instruments.
Today, TAG Heuer’s racing heritage is still deeply rooted in the brand’s DNA. As a long-time partner of the Red Bull Formula 1 Team, the brand is always at the cutting edge of technology, using innovative materials from the aerospace industry. TAG Heuer is committed not only to tradition, but also to technological innovation, with watches such as the TAG Heuer Connected, the first smartwatch from a luxury watchmaker.
9. Jaeger-LeCoultre
Jaeger-LeCoultre is one of the world’s most traditional and most respected watchmakers, renowned for its technical brilliance and precise calibers – the latter which are also used by brands like Patek Philippe and Audemars Piguet. JLC’s best-known model is probably the rectangular Reverso with its reversible case.
The brand’s caliber 101, developed in 1929, is one of the smallest mechanical movements in the world. This tiny masterpiece was even worn by Queen Elizabeth II at her coronation, as a diamond-encrusted model, underscoring the brand’s elegant sophistication.
10. Hublot
Hublot is more polarizing than almost any other Swiss watch brand. The brand’s sporty, bold designs, combined with luxurious materials, are either embraced by passionate fans or outright rejected by critics – with very few opinions in between.
In addition to its unique approach to design, Hublot is also strongly committed to the world of sports. The brand is a sponsor of sports like football, golf, and tennis, as well as many other competitive and adrenaline-pumping activities. Brand ambassadors such as soccer star Kylian Mbappé and tennis legend Novak Djokovic embody the dynamic character of the brand and contribute to its reputation as a sporty luxury watch manufacturer. Hublot has been part of the luxury goods group LVMH since 2008.
How many Swiss watch brands are there?
Switzerland is home to over 100 watch manufacturers, including lesser-known names and microbrands. Many of the world-famous and formerly independent manufacturers are now part of large corporations.
| Corporation | Watch Brands (among others) |
| Swatch Group | Breguet, Blancpain, Glashütte, Omega, Longines, Tissot |
| Richemont | Cartier, Jaeger-LeCoultre, A. Lange & Söhne, IWC, Vacheron Constantin, Panerai |
| LVMH | Hublot, Bvlgari, TAG Heuer, Zenith |
Luxury watch brands such as Rolex, Patek Philippe, Audemars Piguet, and Oris (not on our list), on the other hand, are among the few luxury watch brands that have remained independent and autonomous to this day.
Why are Swiss watches so expensive?
Expensive watches can come from anywhere, as we all know. Switzerland, however, has always been a synonym for exclusive, high-priced timepieces. The very high prices of Swiss watches are influenced by several factors.
- Craftsmanship and quality: Luxury watches from Switzerland are meticulously crafted from the finest materials. The watchmaking industry in Switzerland boasts a remarkable level of vertical integration, ensuring consistent and uncompromising quality. While not every manufacturer produces all their watch components on home territory, the production chains are designed to ensure that all essential parts are from Switzerland. Our top 10 brands are recognized as manufacturers that produce nearly all the components of their watches in-house. Finally, the assembly process is entrusted to skilled watchmakers and jewelers, and each timepiece undergoes a rigorous inspection to guarantee excellence. Swiss watch manufacturers that do not operate their own factory purchase watch cases and movements from Swiss suppliers. These include the movement manufacturers ETA (part of the Swatch Group) and Sellita. Manufacture Ruedin, which also belongs to the Swatch Group, supplies watch cases to many well-known watch brands. As a general rule, at least 60% of the added value and key production steps must take place in Switzerland to qualify for the “Swiss Made” label.
- Reputation and history: The price of popular Swiss timepieces is always influenced by the brand name, history, and status of the watch. Look at the history of the Rolex Submariner, for example, which is considered the world’s first diving watch (although that honor actually goes to the Blancpain Fifty Fathoms). Then there’s the Cartier Tank, which was the world’s first mass-produced wristwatch. And let’s not forget that the Speedmaster Professional Moonwatch launched Omega to the Moon – literally.
- Exclusivity, availability, and demand: Many Swiss watch brands produce their models in strictly limited quantities, which increases their exclusivity and therefore their price. However, even standard models can only be produced in limited quantities due to the nature of production. Rolex, in particular, produces hundreds of thousands of stainless steel watches of its most popular models, but cannot meet the global demand for Rolex watches. This results in long waiting lists at authorized dealers and purely speculative prices on the secondary market. Brands like Patek Philippe are also very selective when it come to their choice of dealers and buyers. Accordingly, Patek timepieces are sold only in a few select boutiques and regions. This also influences watch prices.
- Research and development: To optimize their watches, renowned Swiss watch manufacturers invest a great deal of time and money in the research and development of new technologies and materials. Rolex holds patents on a wide range of innovations. These include the brand’s Paraflex shock protection system and Chronergy escapement. The manufacturer also produces its own precious metal alloys, such as Everose gold.
What are the oldest Swiss watch brands?
Many watch brands were founded in Switzerland in the 18th and 19th centuries. But seniority doesn’t guarantee global success, so you might not have heard of all of them. Here are the three oldest Swiss watch brands:
1. Blancpain (1735)
The oldest Swiss watch brand is Blancpain. Founded in 1735 by Jehan-Jacques Blancpain in Villeret in the canton of Bern, the company is older than any other Swiss watch brand. Blancpain is best known for its Fifty Fathoms collection of diving watches. The original model of this watch was introduced in 1953, one year before the Rolex Submariner.
2. Favre-Leuba (1737)
Despite being the second-oldest watch brand, Favre-Leuba isn’t exactly a household name. Founded in 1737 by Abraham Favre, the company was one of the most highly renowned manufacturers in Switzerland until the quartz crisis in the 1980s. Favre-Leuba didn’t return to the market until the mid-2000s.
3. Jaquet Droz (1738)
Luxury watchmaker Jaquet Droz was founded in 1738 by Pierre Jaquet Droz as a workshop for grandfather clocks. Jaquet Droz later specialized in elaborately decorating pendulum clocks with bird motifs, among other things. Today, the company belongs to the Swatch Group and is known for artfully-designed wristwatches of the highest order.
