If you’re wearing a Cartier or Patek Phillipe watch while reading this, congratulations! You’ve secured a timepiece from one of the most coveted brands on the market.
Many of us, though, have yet to secure that kind of wrist candy.
Buying luxury watches isn’t as easy as going to the store and picking one out. Many brands require you to shop around boutiques, join waitlists, and sometimes, revert to shopping secondhand.
And that’s not to mention how difficult it can be to choose a model that speaks to you.
For those having trouble, we can help.
In an interview with Business Insider, Quaid Walker, the CEO of the watch marketplace Bezel, shared the timepieces he thinks will make anyone stand out in a crowd — even when the most coveted pieces are around.
Anything from A. Lange & Söhne will catch the attention of fellow watch lovers.
Walker described the German watchmaker as an “incredible brand that has repeatedly gone up in value, in a way that has even surprised huge watch fans.”
“The market wants something that feels different and interesting, and it’s driving folks to models like [those from A. Lange & Söhne],” he said.
Some watches from the brand cost upward of $49,500, though many are listed on the A. Lange & Söhne website as “price upon request.” Models like the Zeitwerk watch are coveted and can cost close to $100,000.
Cartier Panthère models are everywhere, but a mini frosted Royal Oak might get more attention.
These days, you’d struggle to find an it-girl influencer or celebrity who hasn’t sported a Cartier Panthère. It’s undoubtedly become the queen of small watches, which have been trending for men and women lately.
Still, it’s not the only option out there.
“Tastemakers have really shifted things,” Walker said. “If you see your favorite celebrity walk down the red carpet wearing [a frosted Royal Oak], you might say, ‘I want that. It’s different from a standard Panthère.'”
Of course, Audemars Piguet timepieces are known for their higher price points. Frosted Royal Oaks are no exception.
The mini models retail for $41,100, and the larger sizes can cost upward of $74,000.
Many people love F.P.Journe, but there’s more to the brand than the Chronomètre Bleu.
F.P.Journe is beloved by watch collectors like Mark Zuckerberg. Still, interest is rising in some of the brand’s hard-to-find designs.
“There are certain F.P.Journes that, maybe three years ago, were selling between $30,000 and $50,000,” Walker said. “They’re now selling between $150,000 to $200,000.”
That’s because production of the brand’s designs is limited. If you find one, you instantly gain the status of a serious watch collector.
“Wearing a certain Journe is like what wearing a Nautilus [used to be],” he added, comparing the brand to one of Patek Philippe’s most famed and coveted designs.
To stand out, Walker recommends looking into F.P.Journe’s Élégante watch, which can sell for about $125,000, or the brand’s Chronomètre Optimum, which can cost more than $500,000.
If you can’t secure an F.P.Journe, you should turn to watchmakers that in-the-know fans love, like Daniel Roth.
Daniel Roth is a Swiss luxury watch brand founded in 1988. It temporarily halted production in 2015 but was revived in 2023.
Walker recommends two unique models from the brand: the Tourbillion Platinum and the Extra Plat.
The latter are listed on Bezel for more than $73,000, while the former can cost over $200,000 on the secondhand market.
Gérald Genta and Breguet are also brands to consider.
Both brands are from Switzerland and have left major marks on the watch industry.
Gérald Genta is known as the “Picasso of watches,” in part for his invention of luxury sports watches, and Breguet is known as the “godfather of watchmaking,” having been founded in 1775.
Walker said that the former brand’s vintage watches will make any wearer stand out. The $15,000 Donald Duck watch is just one option.
When it comes to Breguet, he recommends the $36,185 Tradition 7057 and the $49,325 vintage Classique Perpetual Calendar.
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