- Luxury watch brands like Omega, Tudor, and more offer alternatives to Rolex.
- Many brands provide Swiss craftsmanship and unique features at varying price points.
- Watch sellers and stylists recommend brands such as Longines and Tissot for quality timepieces.
Rolex is one of the first names people think of when it comes to luxury watches, but there are plenty of other brands with high-quality options to start or build your collection.
Entry-level Rolex watches start at about $6,000. The Swiss-made timepieces have an automatic dial that allows their hands to sweep instead of tick, which Bob's Watches, a marketplace for pre-owned watches, says is a true sign of luxury.
With Rolex's historical pattern of raising prices at the start of each year, those looking for similar functionality and quality can look to several brands for cheaper or equal alternatives, watch sellers and a stylist told Business Insider.
For those with a budget of five to six figures, there are brands with more complications — features other than telling time — and rich histories that span centuries, longtime collector Vincent Mistretta said.
Whether you're looking for a modern, classic, or sporty look, it's more important to consider your own personal style than buy from recognizable names, said Reginald Ferguson, the stylist behind New York Fashion Geek.
Here are eight brands to check out if you're hunting for a luxury watch, according to those who know wristwear well.
Grand Seiko
Romain Maurice/Getty Images for Haute Living
Grand Seiko, founded in 1960, is a Japanese brand known among watch enthusiasts for its durability and precision. It applies its own polishing technique, known as Zaratsu, to the watch's case. This technique is done by hand and gives the watch a mirror-like finish.
"Unlike Rolex, which leans heavily into brand recognition and prestige, GS is all about obsessive craftsmanship," Ferguson said.
The prices range from $2,600 to over $15,000 for a brand that Ferguson calls a "true flex."
Longines
Courtesy of Bob's Watches
Longines' history dates back to the 19th century. Like many Swiss-based watchmakers, it's known for its craftsmanship and innovation. Longines is credited with creating the first wristwatch with a rotatable bezel.
Longines' entry-level price point is below that of its fellow Swiss brands, Rolex and Omega, starting at less than $1,000 as of November. The Master collection, which Ferguson hailed as "excellent," starts at $2,250 on its website.
"With nearly two centuries of heritage, Longines strikes the perfect balance between timeless elegance and everyday wearability. It's a smart entry point into Swiss luxury," Paul Altieri, the founder and CEO of Bob's Watches, told Business Insider.
Tissot
Tissot
With more than 160 years in the business, Tissot offers Swiss-made quality and style at a fraction of the cost of ultra-luxury brands, Bob's Watches said.
While many high-end brands require secondhand shopping to get a deal under four figures, Tissot's inventory offers a wider range, with watches for less than $500.
"Tissot proves you don't need to spend five figures to get a well-crafted Swiss timepiece. The PRX, in particular, has redefined affordable luxury with its sleek, integrated design," Altieri said.
Omega
Omega
Omega, a Swiss company, has been manufacturing luxury watches since 1848. It has been involved in historical moments, such as the 1970 Apollo 13 mission, which relied on the Omega Speedmaster watch to help the astronauts leave Earth and return safely.
Ferguson recommends the Omega Seamaster Aqua Terra, which starts at about $3,500 for smaller models but can cost more than $73,000 for the priciest options. However, there are plenty of watches for less than $10,000.
He described Omega as a "classic brand that can go toe to toe with Rolex." It's been spotted on the wrists of several prominent figures, including Amazon cofounder Jeff Bezos and the fictional spy James Bond.
Oris
Courtesy of Bob's Watches
Oris, an independent Swiss luxury watch brand, sells mechanical-only watches built for durability.
The brand's watches feel "aspirational yet remain practical for a bonus-budget treat," Bob's Watches says. Oris has timepieces available on its website for as low as $2,200.
"Oris is one of the best-kept secrets in Swiss watchmaking — an independent brand that delivers exceptional mechanical watches at a fraction of the cost of luxury giants," Altieri said.
Tudor
Tudor
The Rolex sister brand offers "Swiss craftsmanship at a discount," Ferguson said. You can expect similar toughness to its older counterpart, at a lower price point.
"On the modern side, Tudor and its famed Black Bay line are a no-brainer," said Linden Lazarus, a cofounder of the watch service brand WatchCheck.
The Black Bay models at Tudor range in price from $4,750 to $6,800, capping at about the price that brand-new Rolexes start at. It's hard to go wrong with a Tudor watch as there's a model for many people's styles, Lazarus said, but his go-to choice is the smaller-sized Black Bay 54 or 58.
Vacheron Constantin
Zhe Ji/Getty Images
Vacheron Constantin was founded in 1755, making it one of the world's oldest watch manufacturers still operating. The Swiss-made watches are for individuals who are prepared to splurge on a new timepiece.
Entry-level Vacheron Constantin watches cost between $12,000 and $15,000, with more complex pieces reaching over $100,000 in some instances.
"They make some absolutely gorgeous pieces of art that every high-end collector wants," Mistretta said.
F.P. Journe
Steven Ferdman/Getty Images
F.P. Journe is a newer brand compared to others on this list. It was founded in 1999 by designer François-Paul Journe, who Mistretta said is considered "the current Michelangelo of watchmaking."
It has attracted the attention of Mark Zuckerberg and famous investor Kevin O'Leary. Its watches are "very, very exclusive" with extended waiting lists as its fan base grows and the number of watches made remains limited, Mistretta said.
Zuckerberg's F.P. Journe Chronomètre Bleu Byblos is one of 99 of that model made in 2014 to celebrate the opening of the watchmaker's 10th boutique in Beirut, for example.
An iteration of the same model sold at auction for $254,000 in April, Sotheby's said.
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