Best Swiss Watch Brands by Price (Entry, Mid, Haute)
Switzerland remains the core of watchmaking. From beginner brands that make Swiss precision affordable to luxury maisons creating some of the most intricate mechanical art, the selection is wide.
For collectors, newcomers, or anyone interested in the industry, dividing Swiss brands by price range offers an easy way to explore the market.
Below, Swiss watch brands are divided into three main categories: Entry, Mid, and Haute Horlogerie.
Entry-Level Swiss Brands (Up to ~$2,000–3,000)
These are the entry points into Swiss watchmaking. They provide reliability, Swiss-made calibers (often ETA or Sellita), and timeless designs without the luxury price tag.
Tissot: Offering a broad range of products with strong value, this heritage brand dates back to 1853. It is known for PRX, Le Locle, and Seastar.
Hamilton: Historically American, now Swiss-made by Swatch Group. Has a military and aviation heritage, with Khaki Field and Jazzmaster being staples.
Certina: Tool-watch DNA with a strong DS (Double Security) system. A great choice for divers and sports watches under $1,000.
Mido: Often overlooked, but provides excellent finishing for the price. Ocean Star and Commander lines stand out.
Swatch (Sistem51, collaborations): Fun, colorful, entry-point into Swiss-made mechanical. Famous for Moonswatch collab with Omega.
Best for: Beginners, budget-conscious collectors, or as an entry-level “real” Swiss watch.
Mid-Tier Swiss Brands (~$3,000–$10,000)
Here we enter luxury territory. Movements are often internal, finishes are refined, and brand prestige becomes a key factor.
Longines: The Elegant Heritage collection, a master of reissues, provides a bridge between entry-level and luxury.
TAG Heuer: Motorsport heritage with iconic Carrera and Monaco. A mix of quartz and mechanical movements, but brand recognition remains strong.
Oris: Independent and beloved for their value and honest watchmaking, Aquis Divers and Big Crown Pilots are favorites among collectors.
Omega: A True giant in Swiss watchmaking. Speedmaster, Seamaster, Constellation, Aqua Terra… Each sets the standard in its category. Co-Axial calibers drive innovation.
Breitling: Bold aviation and diving heritage, Navitimer and Superocean remain icons. Modern rebranding has emphasized versatility.
Best for: Collectors prepared to invest in a renowned luxury brand with a solid resale value, rich history, and distinct identity.
Haute Horlogerie (Above ~$10,000)
This is the top tier. Brands are characterized by exceptional craftsmanship, complex features, limited editions, and often, prestige.
Rolex: The most recognized luxury watch brand worldwide. From the Submariner to the Daytona, Rolex combines precision, durability, and prestige.
Audemars Piguet (AP): Member of the “Holy Trinity.” The Royal Oak created the luxury sports watch category. Limited production fuels demand.
Patek Philippe: Another Trinity brand. Known for perpetual calendars, Calatrava dress watches, and auction-record grails.
Vacheron Constantin: Oldest continuously operating Swiss brand (1755). Overseas line is a refined alternative to AP/Rolex sports icons.
Jaeger-LeCoultre: The “watchmaker’s watchmaker.” Reverso icon, plus high complications. Excellent craftsmanship relative to price in this tier.
Best for: Serious collectors, investors, or those seeking heirloom-quality horology.
Swiss watchmaking covers all levels: from affordable mechanical watches under $1,000 to handcrafted masterpieces that rival fine art. Categorizing brands by price range helps set expectations, whether you’re buying your first Tissot, upgrading to Omega, or aiming for Patek Philippe.
In the end, each segment offers something unique. The appeal of Swiss watchmaking is that you don’t need a six-figure budget to enjoy its heritage. You just need to know where to begin.
