6 luxury watches that aren’t a Rolex

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.

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 six brands to check out if you’re hunting for your first luxury watch, according to those who know wristwear well.

Grand Seiko

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 $3,500 to over $15,000 for a brand that Ferguson calls a “true flex.”

Longines

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 July 2. The Master collection, which Ferguson hailed as “excellent,” starts at $1,975.

“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 BI.

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 has 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, 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 $3,000 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 people, including Amazon’s Jeff Bezos and the fictional spy James Bond.

Oris

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

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 $3,950 to $6,300, 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 size of the Black Bay 54 or 58.”

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