The 15 Most Expensive Watch Brands in the World

Luxury watches are more than just timekeeping devices; they are symbols of status, craftsmanship, and precision. From intricate designs to the finest materials, the world’s most prestigious watch brands continue to set new benchmarks for elegance and exclusivity. For enthusiasts and collectors, owning a watch from one of these elite brands is not just about telling time—it’s about making a statement. In this guide, we’ll explore the 15 most expensive watch brands in the world, each renowned for its legacy, innovation, and exceptional artistry

Patek Philippe

Key Information:

• Founder Name: Antoni Patek and Adrien Philippe
• Company Name: Patek Philippe & Co.
• Founding Year: 1839
• Brand Country: Switzerland
• Website: www.patek.com

When discussing the most expensive watch brands, it’s impossible to overlook Patek Philippe. While many luxury watch companies dabble in six-figure timepieces, Patek Philippe is in a league of its own when it comes to seven-figure watch auctions. In fact, nearly two-thirds of all watches that sell for over a million dollars at auction are Patek Philippe creations, making it one of the most expensive brands for watches in the world.

The brand’s collectability is unmatched, with models from any era being highly sought after. Even a relatively simple steel Nautilus can fetch six figures. However, Patek Philippe’s true expertise lies in its Grand Complications. These intricate watches often feature complications like minute repeaters, chronographs, perpetual calendars, and even tourbillons, and are some of the most coveted in the luxury watch market.

Modern Patek Philippe Grand Complications can easily sell for around a million dollars, while their rare vintage pieces go for even more. The most expensive watch ever sold is also a Patek Philippe. A unique steel version of their Grandmaster Chime was auctioned for an astonishing CHF 31 million at the 2019 Only Watch auction, making it the most expensive watch brand with a single model holding the record.

Richard Mille

Key Information:

• Founder Name: Richard Mille
• Company Name: Richard Mille SA
• Founding Year: 2001
• Brand Country: Switzerland
• Website: www.richardmille.com

When it comes to the most expensive watch brands, Richard Mille may well hold the title for the highest average sale price. The starting price for a basic Richard Mille watch is around $60,000, and you won’t find a decent pre-owned model for less than $50,000. Their sapphire-cased watches can reach several million dollars, firmly placing them among the most expensive watches in the world. However, most Richard Mille pieces typically sell for between $100,000 and $350,000 on the secondhand market.

While several modern brands now offer watches in the $200,000+ range, Richard Mille consistently features among those trading at such high prices. If you sort listings on Chrono24 by price, Patek Philippe and Richard Mille dominate the top spots. Interestingly, Richard Mille watches are surprisingly liquid given their steep price points, making them a favorite among collectors and enthusiasts alike.

Vacheron Constantin

Key Information:

• Founder Name: Jean-Marc Vacheron
• Company Name: Vacheron Constantin SA
• Founding Year: 1755
• Brand Country: Switzerland
• Website: www.vacheron-constantin.com

As the oldest watch brand in the world, Vacheron Constantin is renowned for its high complications and exquisite finishing. This esteemed brand is part of the “Holy Trinity” of watchmaking, alongside Patek Philippe and Audemars Piguet, a term used by collectors to describe three of the most storied Swiss watchmakers in history.

Vacheron Constantin’s ultra-luxury bespoke division, known as Les Cabinotiers, allows clients to request an unlimited number of complications and customizations. However, these custom creations require considerable patience, as clients may have to wait years for their pieces to be completed and invest substantial sums of money.

For instance, the Les Cabinotiers team crafted the most complicated watch in the world for a client, featuring an astonishing 57 functions in a custom pocket watch. While the exact price wasn’t publicly disclosed, it’s believed to be around $8 million, potentially making it the highest manufacturer-set price for any non-jewelry watch ever. Notably, Vacheron Constantin also excels in the gem-set watch market, demonstrating its versatility and craftsmanship in the luxury watch segment.

Audemars Piguet

Key Information:

• Founder Name: Jules-Louis Audemars and Edward-Auguste Piguet
• Company Name: Audemars Piguet SA
• Founding Year: 1875
• Brand Country: Switzerland
• Website: www.audemarspiguet.com

Completing the “Holy Trinity” of luxury watchmaking is Audemars Piguet, renowned for its iconic Royal Oak line. Designed by the legendary watchmaker Gerald Genta, the Royal Oak revolutionized the watch industry by establishing the concept of the “steel luxury sports watch.” Since its launch in 1972, it has captivated luxury watch enthusiasts and collectors alike.

The most sought-after vintage Royal Oaks can command prices in the seven-figure range, reflecting their rarity and desirability. Notably, a unique Royal Oak Concept Black Panther was auctioned for over $5 million at the Only Watch auction in 2019, further solidifying Audemars Piguet’s position among the most expensive watch brands in the world.

Philippe Dufour

Key Information:

• Founder Name: Philippe Dufour
• Company Name: Philippe Dufour
• Founding Year: 1992
• Brand Country: Switzerland
• Website: N/A (Philippe Dufour does not have an official website)

While most brands we’ve discussed have annual watch outputs in the thousands or tens of thousands, Philippe Dufour operates on a much smaller scale, with production numbers often in the single digits. Many consider Philippe Dufour to be the most elite living watchmaker, renowned for his meticulous craftsmanship and unparalleled attention to detail.

Working primarily alone at his atelier, Dufour celebrated his 75th birthday in 2023 and is currently transitioning his legacy by passing the torch to his daughter. In 1992, he made horological history by creating the first wristwatch featuring a grande sonnerie function. Unlike a minute repeater that chimes the time on command, a grande sonnerie automatically chimes the hours and quarter-hours as they occur. This intricate mechanism can be switched between “active” and “silent” modes, showcasing incredible mechanical complexity.

Dufour’s brand is perhaps best known for the aptly named Simplicity, a classic three-hand dress watch finished to the highest standards. Its elegance and craftsmanship have solidified its status among collectors, further establishing Philippe Dufour as one of the most expensive watch brands in the luxury market.

F.P. Journe

Key Information:

• Founder Name: François-Paul Journe
• Company Name: F.P. Journe
• Founding Year: 1999
• Brand Country: Switzerland
• Website: www.fpjourne.com

Founded in 1999, the F.P. Journe brand quickly emerged as a pioneer in the high-end independent watch market. By around 2010, the buzz among watch enthusiasts was palpable, as François-Paul Journe’s creations transcended the typical fancy dress watch aesthetic often associated with brands like Breguet. Many collectors and aficionados felt that Journe was elevating luxury watches with his innovative designs and meticulous attention to detail.

F.P. Journe is renowned for using solid 18k gold movements in many of its timepieces, contributing to their luxurious feel and reliability. The brand produces approximately 1,000 watches annually, and each piece is highly sought after, ensuring strong sales. Although Chanel owns 20% of the company, F.P. Journe is still widely regarded as an “independent” watchmaker.

Among its offerings, the Chronomètre Bleu stands out as the brand’s most well-known watch. As demand for F.P. Journe surged between 2018 and 2021, market prices for this “entry-level” model skyrocketed from around $20,000 to well over $100,000, solidifying its reputation as one of the most expensive watch brands in the luxury segment.

A. Lange & Söhne

Key Information:

• Founder Name: Ferdinand Adolph Lange
• Company Name: A. Lange & Söhne
• Founding Year: 1845
• Brand Country: Germany
• Website: www.alange-soehne.com

A. Lange & Söhne has gained immense popularity among hardcore watch collectors and is recognized as the most expensive non-Swiss watch brand producing significant volumes. The brand’s flagship model, the Datograph, is widely regarded as one of the best chronographs ever crafted, showcasing Lange’s exceptional craftsmanship and innovation.

In addition to the Datograph, A. Lange & Söhne offers a range of sophisticated complications, including minute repeaters and tourbillons, appealing to connoisseurs who appreciate fine horology. What sets these German-made watches apart is not only their stunning aesthetics from the front but also their intricate movements, which are often even more revered for their beauty when viewed from behind.

With a commitment to precision engineering and timeless design, A. Lange & Söhne has firmly established itself among the most expensive watch brands in the world, appealing to those who seek excellence in both craftsmanship and heritage.

George Daniels

Key Information:

• Founder Name: George Daniels
• Company Name: George Daniels (independent watchmaker)
• Founding Year: N/A (Daniel’s brand is based on individual craftsmanship rather than a traditional company structure)
• Brand Country: United Kingdom

George Daniels is a name that resonates profoundly in the world of horology. The only non-Swiss watches to have sold for over a million dollars at auction are either those worn on the moon or hand-signed by this transcendent master watchmaker. Daniels, who passed away in 2011 at the age of 85, had a significant impact on the modern watch landscape.

Notably, he sold his revolutionary co-axial movement technology to Omega, which is still utilized in their timepieces today. Throughout his illustrious career, Daniels personally handcrafted only 27 watches, each regarded as a masterpiece in its own right.

Given the rarity and exceptional craftsmanship of his watches, George Daniels might represent the most expensive watch brand in the world in terms of entry price, with each piece commanding millions. His legacy continues to influence watchmaking, making him a revered figure among collectors and enthusiasts alike.

Roger W. Smith

Key Information:

• Founder Name: Roger W. Smith
• Company Name: Roger W. Smith
• Founding Year: 2001
• Brand Country: United Kingdom
• Website: www.rogerwsmith.com

Originally known as the protégé of George Daniels, Roger W. Smith has established himself as a master watchmaker in his own right. His first watch, which he signed with his name and that George Daniels co-signed, sold for over $2 million at auction, elevating Smith into rarefied air within the luxury watch market.

R.W. Smith watches are characterized by their classic aesthetic and meticulous attention to detail. With an annual production of only about 10 to 15 watches, these timepieces are incredibly exclusive, making them hard to find for sale. If any current watch brand rivals the exclusivity of Philippe Dufour, it is undoubtedly R.W. Smith.

By combining traditional craftsmanship with innovative design, Roger W. Smith continues to attract the attention of collectors and connoisseurs, solidifying his position among the most expensive watch brands in the world.

Rolex

Key Information:

• Founder Name: Hans Wilsdorf and Alfred Davis
• Company Name: Rolex SA
• Founding Year: 1905
• Brand Country: Switzerland
• Website: www.rolex.com

On average, Rolex may not rank among the most expensive watch brands in the world, especially when compared to the elite brands discussed earlier. However, certain vintage Rolex models can fetch astronomical prices that warrant their mention here.

The “Paul Newman” Daytona models, for instance, are particularly coveted by collectors, with prices exceeding $200,000 for well-preserved examples. Paul Newman’s own Daytona watch famously sold for over $17 million at auction, making it the most expensive Rolex ever sold, showcasing the brand’s potential for extreme value in the vintage market.

Despite being more accessible than other luxury brands, Rolex’s enduring popularity and the allure of its iconic designs ensure it remains a significant player in the world of luxury watches, especially among collectors of the most expensive watch brands

Jacob & Co.

Key Information:

• Founder Name: Jacob Arabo
• Company Name: Jacob & Co.
• Founding Year: 1986
• Brand Country: United States
• Website: www.jacobandco.com

Jacob & Co. is primarily recognized as a luxury jewelry company, but it has firmly established itself as one of the most expensive watch brands in the world. Among their impressive offerings is the Billionaire Timeless Treasure, retailing for a staggering $20 million, a price tag largely attributed to its extravagant gem content.

In addition to haute joaillerie watches, Jacob & Co. has ventured into advanced complications, exemplified by the Twin Turbo Furious. This extraordinary timepiece features twin triaxial tourbillons, a decimal minute repeater, and a monopusher chronograph with a reference time differential indicator. Such intricate complications contribute to the Twin Turbo Furious’s minimum price of at least $500,000 on the secondhand market, with sapphire-cased models commanding seven-figure prices.

When watch collectors refer to a “hyperwatch,” they are likely referencing a piece like the Twin Turbo Furious, underscoring Jacob & Co.’s reputation for combining artistry with technical excellence in the realm of luxury timepieces.

Graff

Key Information:

• Founder Name: Laurence Graff
• Company Name: Graff Diamonds
• Founding Year: 1960
• Brand Country: United Kingdom
• Website: www.graff.com

Graff is renowned as a luxury diamond company that has produced at least two high-jewelry watches with price tags of $40 million each. However, they are more accurately described as a “jewelry company that occasionally makes watches” rather than a traditional watch brand. Unlike competitors such as Jacob & Co., Graff is not particularly focused on mechanical movement complications; even their eight-figure timepieces often feature quartz movements.

Nevertheless, Graff’s commitment to opulence is undeniable, especially when they incorporate an estimated $6 million worth of diamonds into a single watch (based on wholesale value, excluding the craftsmanship involved). This lavish use of gemstones solidifies Graff’s position among the most expensive watch brands in the world, appealing to collectors who prioritize luxury and exclusivity in their timepieces.

URWERK

Key Information:

• Founder Name: Felix Baumgartner, Thomas Baumgartner, and Martin Frei
• Company Name: URWERK
• Founding Year: 1997
• Brand Country: Switzerland
• Website: www.urwerk.com

URWERK has become synonymous with futuristic design and avant-garde horology, a concept that was relatively unheard of when the brand was founded in 1997 by watchmaker Felix Baumgartner, his brother Thomas, and artist Martin Frei. At the time, they took a significant risk by creating luxury watches featuring unconventional time displays and ultra-complicated, purpose-built movements. As Baumgartner himself noted,

“We were not businessmen. It was extremely risky because we had no idea how our watches would be accepted.”

From its inception, URWERK positioned itself as one of the most expensive watch brands in the world, with most of their timepieces selling for approximately $50,000 to $150,000 in the secondhand market. The brand has not only survived but thrived in its ultra-niche market, paving the way for other aggressively styled watch brands that now command even higher prices.

URWERK’s commitment to innovative design and engineering excellence has established it as a leading name in luxury horology, attracting collectors seeking unique and cutting-edge timepieces.

MB&F

Key Information:

• Founder Name: Maximilian Büsser
• Company Name: MB&F (Maximilian Büsser & Friends)
• Founding Year: 2005
• Brand Country: Switzerland
• Website: www.mbandf.com

MB&F, which stands for Maximilian Büsser & Friends, is a Swiss luxury watch brand that shares a similar ethos with URWERK, known for its unconventional and avant-garde timepieces. Founded in 2005 by Maximilian Büsser, a former executive at Harry Winston, MB&F has garnered a reputation for its futuristic designs and impressive advanced movements.

The brand is celebrated for its innovative approach to horology, often collaborating with artists and high-end watch brands like H. Moser & Cie to create unique and striking timepieces. MB&F’s most sought-after watches can command prices exceeding $250,000, firmly establishing it among the most expensive watch brands in the world.

By pushing the boundaries of traditional watchmaking, MB&F continues to attract collectors who seek extraordinary and imaginative designs that redefine luxury horology.

Greubel Forsey

Key Information:

• Founder Name: Robert Greubel and Stephen Forsey
• Company Name: Greubel Forsey
• Founding Year: 2004
• Brand Country: Switzerland
• Website: www.greubelforsey.com

Greubel Forsey, founded in 2004 by watchmakers Robert Greubel and Stephen Forsey, has made a significant impact in the realm of haute horology. The brand’s debut timepiece, the Double Tourbillon 30°, showcased their extraordinary technical capabilities and set the stage for their continued innovation. Shortly after, they introduced the world’s first quadruple tourbillon, further solidifying their position as pioneers in the watchmaking industry. In 2017, Greubel Forsey took a bold step by combining a grande sonnerie with a tourbillon, demonstrating their commitment to pushing the boundaries of horological excellence.

Despite their relatively short history, Greubel Forsey has gained a reputation as one of the most respected watchmakers in the luxury market. Pre-owned models are rarely found for less than $150,000, with those featuring solid sapphire cases typically exceeding $400,000. This exceptional craftsmanship and innovation place Greubel Forsey among the most expensive watch brands in the world, appealing to collectors who value artistry and technical mastery in their timepieces