Which is better Tag this year or Oris

List of watch brands: Well-known and good watch brands in the ranking

What are good, well-known or expensive or high-quality watch brands from, for example, Switzerland and Germany? What are the classic luxury watch brands? How can you show watch brands in a top 10 list? Is there a List of watch brandsthat you can use as a guide? Is Rolex the non-plus-ultra and can crown itself in all watch brand lists?

Those who are interested in buying women's or men's watches are faced with these and similar questions - as I did a few years ago. There is of course no uniform method for such rankings. Nevertheless, I would like to introduce a few approaches that can help you get one Overview of good, popular, expensive or high-quality and well-known watch brands To provide…

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Watch brands list: Well-known watch brands

From the point of view of companies, for example, building a brand pursues the goal of high brand awareness. For example, in the Responsio watch monitor it becomes clear that Watch buyers are more likely to choose well-known watch brands. Statistics geeks would also say: brand awareness and purchase intent or ownership correlate strongly with each other.

From a marketing point of view, this is of course not a phenomenon that only applies to the watch industry - it is not for nothing that many companies spend several million euros on sponsorship contracts, e.g. in Formula 1, Bundesliga, etc. It should not have escaped any football fan, for example, that the TAG Heuer logo is very present in the Bundesliga when it comes to timing. Of course, not every football fan will immediately go out and buy a TAG Heuer watch. Still, there are proven ones Relationships between the memory of a brand and a possible subsequent purchase.

In the largest consumer media study in Switzerland, the MACH Consumer Report, over 14,000 study participants aged 14 and over were asked to well-known watch brands specify.

The Top 20 famous watch brands are:

  • Swatch
  • Rolex
  • Tissot
  • omega
  • Cartier
  • Certina
  • Breitling
  • Longines
  • Rado
  • Bucherer
  • Casio
  • Day, this year
  • Zenith
  • IWC
  • Chopard
  • fossil
  • Piaget
  • Patek Philippe
  • Hublot
  • Audemars Piguet

What is striking about the list of watch brands is that, so to speak all price ranges covered From very cheap (Fossil) to the medium price segment (Certina) to the absolute luxury bling-bling segment (Patek Philippe), everything is represented. Also noticeable, but not too surprising given the country focus on Switzerland: Some foreign watch brands such as Seiko (Japan) or Nomos Glashütte (Germany) do not appear here at all.

In any case, it is somewhat surprising that Swatch is still ahead of Rolex in terms of brand awareness. The popularity of Swatch is certainly due to, for example, the trendy watch design and extremely eye-catching international advertising appearances. In addition, of course, the inexpensive Swatch watches are more likely to be taken into account by the average consumer than Rolex.

Swiss watch brands list: Top 50 by sales

The US investment banking and securities trading company Morgan Stanley published information on the market shares of the top 50 Swiss watch brands in 2020. Note that while these are estimates, the data still gives a good overview of the current competitive landscape in the watch market.

What is particularly exciting is the relationship between turnover and sales, which makes up the Average price per watch sold can be determined. For the luxury brand Rolex, which is the undisputed top of the list with sales of CHF 4.4 billion, the average price per watch is CHF 5500. For competitor Patek Philippe, who can count itself among the top 5, this is almost CHF 22,000. It gets really blatant with Richard Mille, one of the most expensive watch brands in the world: According to estimates by Morgan Stanley, the brand known for extravagant watch designs sold only 4,300 watches in 2020, generating sales of 788 million Swiss francs. The average price is therefore over CHF 183,000!

Here is the entire list of Swiss watch brands by sales (top 50):

High Quality and Expensive Luxury Watch Brands: Listed by Brand Value

There are a number of evaluation methods that try to achieve the (monetary) value of brands to represent. The New York company Interbrand is one of the most frequently cited sources when it comes to ranking brand values.

Even if not a single “pure” watch brand can be found among the annual Best Global Brands, this is what the Interbrand Focus Report looks like Best Swiss Brands In the top 50 list you can find well-known Swiss brands such as Nestlé, Lindt and Co. as well as everything that has a reputation in the Swiss watch industry: the list features in particular expensive or high quality luxury watch brands on, i.e. brands whose range mainly includes models with a high average price (several thousand euros per watch). Here is the overview (in brackets the Rank within the top 50 overall list and the Brand equity)

  • Rolex (# 3/7387 million CHF)
  • Omega (# 7/3 677 million CHF)
  • Patek Philippe (# 15/1 885 million CHF)
  • Chopard (# 23/1 098 million CHF)
  • Longines (# 24/1 089 million CHF)
  • Breguet (# 25/1 004 million CHF)
  • Audemars Piguet (# 26 / CHF 961 million)
  • Tissot (# 28 / CHF 847 million)
  • Vacheron Constantin (# 31/809 million CHF)
  • IWC (# 32/779 million CHF)
  • Swatch (# 33/772 million CHF)
  • TAG Heuer (# 34 / CHF 764 million)
  • Jaeger LeCoultre (# 36 / CHF 673 million)
  • Hublot (# 40/401 million CHF)
  • Breitling (# 41 / CHF 359 million)
  • Rado (# 42/335 million CHF)

Overall, the Best Swiss Brands Ranking underlines the enormous Importance of the watch industry for the Swiss economy.

But how does Interbrand come up with these values? In detail, of course, this is a well-kept trade secret. However, the following criteria are included in the evaluation:

the dynamics of the relevant market, the stability of the brand, the market leadership of the brand, the development compared to competitors, the continuity of brand management, the degree of internationalization of the brand and the legal trademark protection

Since there is of course its own calculation method behind every brand value ranking, the values ​​can vary greatly from one ranking list to another. That will be the Brand value ranking by the Swiss trade newspaper clear. The Handelszeitung regularly sets the ranking The most valuable Swiss watch brands in cooperation with the consultancy BV4. Here, too, primarily expensive watch brands are listed. The Top 20 as follows:

  • Rolex
  • omega
  • Cartier
  • Patek Philippe
  • Swatch
  • Day, this year
  • Longines
  • IWC
  • Breguet
  • Audemars Piguet
  • Chopard
  • Jaeger-LeCoultre
  • Piaget
  • Tissot
  • Vacheron Constantin
  • Hublot
  • Rado
  • Girard-Perregaux
  • Breitling
  • Baume and Mercier

No surprise: you probably won't Brand equity- Find a ranking where Rolex does not come out on top of all other watch brands. Rolex has simply managed to get the brand recognized by many as a the Prestige object is even perceived. However, this also has a downside: Many people just turn up their noses at Rolex (keyword “Prolex”). Of course, this does not do justice to the quality and tradition of the Rolex brand, but it shows that many"Unwanted" brand ambassadors such as self-proclaimed gangster rappers can also rub off negatively on the image of a watch brand.

The Rolex flagship par excellence is the Rolex Submariner, which despite its rather inconspicuous design and comparatively small diameter is known as "a sore thumb". In addition, there is the fact that Rolex attracts speculators like no other watch brand. This ensures that popular Rolex models such as Submariner, Daytona, GMT Master & Co. are sold well above the list price at reputable online retailers such as Chronext. Getting onto the miserably long waiting lists at “normal” jewelers is as good as impossible.

Best watch brands: assessment of German jewelers

So far, the German brands have unfortunately been neglected. The list of watch brands from CAPITAL magazine provides a little help here.

For the watch compass, Capital asks every jeweler surveyed to rate the phrase “This brand stands for tradition, innovation, etc.”: from strong approval (value 1) to strong rejection (value 4).

A total of 36 watch brands were in the Categories tradition, innovation, lasting value, design, price / performance, customer service and sportiness rated by 86 watch dealers and immortalized in a list.

Not surprisingly: in the top 10 there are undoubtedly excellent, but at the same time hardly attainable for the average customer expensive luxury brands.

According to a survey by German jewelers, the best watch brands are:

  • A. Lange
  • Audemars Piguet
  • Baume and Mercier
  • Blancpain
  • Breguet
  • Breitling
  • Carl F. Bucherer
  • Cartier
  • Chanel
  • Chopard
  • Chronoswiss
  • Ebel
  • Frederic Constant
  • Girard-Perregaux
  • Glashütte Original
  • Hublot
  • IWC
  • Jaeger-LeCoultre
  • Junghans
  • Longines
  • Maurice Lacroix
  • Montblanc
  • Nomos
  • omega
  • Oris
  • Panerai
  • Patek Philippe
  • Piaget
  • Rolex
  • Day, this year
  • Tissot
  • Tudor
  • Union glassworks

Good watch brands: price / performance category

If you don't feel like spending the equivalent of a new car on a watch, you should also take a look at the Category price / performance the watch brands list from CAPITAL - here the top 10 *:

  • Nomos glassworks
  • Rolex
  • Tissot
  • Junghans
  • Longines
  • Tudor
  • Day, this year
  • Frederique Constant
  • Oris
  • omega

* The results of the survey are also nicely presented in the CAPITAL watch compass.

Unsurprisingly, they also appear in the price-performance category Mid-range watches on, e.g. Tissot or Junghansthat offer a lot of time for the money. However, the first placement of Nomos glassworks - and thus even before Rolex. The watches made in Germany have a very simple design and start at around € 1000. Exciting: Also in a (non-representative) survey for the price Golden balance Creamed Nomos in the price categories "up to 2500 €" and "up to 5000 €" in each case the first place.

Top & Flop: Popular watch brands according to the watchlounge survey

A permanent survey on the top & flop watch brands of forum users has been running in the German watchlounge forum since 2010. In the survey, each user has the option of ticking as many tops or flops as they want (multiple answers possible). Here the Top 20, sorted in descending order according to the number of mentions:

  • Rolex
  • Panerai
  • omega
  • A. Lange
  • IWC
  • Patek Philippe
  • Jaeger-LeCoultre
  • Blancpain
  • Glashütte Original
  • Audemars Piguet
  • Breitling
  • sense
  • Seiko
  • Zenith
  • Rock hard
  • Breguet
  • Day, this year
  • Vacheron Constantin
  • Dornblüth
  • Tudor

Less surprising: Rolex can once again put on the crown. Somewhat surprising: the brand Panerai is located before Omega, IWC & Co. The reason may be as follows: There is a real cult around the brand with Italian roots: Hardcore fans of the brand even call themselvesPaneristi. The rather simple but bulky watches have only been available for ordinary people to buy since the 90s, as the technologies used in the watch were subject to confidentiality. Because: Panerai has been supplying the Italian Navy since the beginning of the 19th century ...

Click here for the CHRONONAUTIX special about Panerai.

“Insider tips” and my personal list of top watch brands

Brands such as Rolex, Omega, TAG Heuer, Breitling, IWC Longines, Tissot etc. appear again and again in the lists presented. For many, this is not really surprising. A few Insider tips but still come to light, including ...

  • the Rolex subsidiary Tudor (for example Tudor Black Bay 58),
  • the Frankfurt watch brand Sinn Spezialuhren Frankfurt (e.g. sense U1 or sense 104),
  • the microbrand Rock hard (with main location in Germany and Swiss (contract) manufacturing, e.g. Steinhart Ocean One) and
  • the independent Swiss family company Oris.

Unfortunately, the brand is not present at all in the watch brand lists Hamilton, which I have already highlighted in an article about military watches and in an article about the true-to-the-original Hamilton Field Watch.

But also other so-called "Micro brands", so small and independent watch brands, are always worth a look, as they are often very good value for money ...

Independent small German watch brands:

Independent small watch brands, international:

Many good micro-brands are located abroad, but placing an order (e.g. in combination with PayPal) shouldn't be a problem as a rule. Pay attention to the customs conditions and possibly the import sales tax of 19%. In any case, you have nothing to do with customs with the brands that send from Germany such as Circula.

You can find a lot more information about micro brands and possible ancillary costs, warranty processing, etc. in this article:

For a watch connoisseur, many of the brands mentioned are certainly not “real” insider tips. For someone who is not yet familiar with the subject, it is worth taking a look at this sometimes watch brands that are under-noticed.

Do you know any other watch brands that actually deserve a place in one of the watch brand lists? Leave me a comment!

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