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Which Swiss Watch Should I Buy?
Swiss Watches starting at £10,000
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Jaeger-LeCoultre Florale 64 Diamanten 0,45 ct REVISIONIERT
£3,378
Seller
Uhrenauktion09
81
DE
TOP
Breitling Bentley Mark VI -Full Set + Service 11/2018-
£5,225
Seller
KronologY
77
FR
TOP
Omega Seamaster Railmaster
£4,000
Seller
Chase Hattan
39
UK
TOP
Jaeger-LeCoultre Jaeger Lecoultre 18k solid Gold memovox alarm...
£7,995
Seller
Antique Watch Company
13
UK
TOP
Jaeger-LeCoultre JLC Master Control GMT Limited Edition Steel...
£4,021
Free shipping
Seller
Collectors Coins & Jewelry
219
US
Omega Seamaster Planet Ocean 222.30.42.20.01.001 Watch with...
£5,436
Free shipping
Seller
Crown & Caliber
285
US
TOP
Omega Seamaster Planet Ocean Co Axial GMT
£4,195
Free shipping
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JPA Watch Company Ltd
71
UK
Omega Prestige Co-Axial
£1,970
Seller
Iconic Watches
121
UK
TOP
Omega Speedmaster 2998-61
£21,995
Seller
The Watch Collector Ltd.
125
UK
TOP
Tudor 79090 Submariner Date, Stunning condition 1992
£4,750
Seller
M&J Watches Ltd
43
UK
TOP
Rolex 39mm Oyster Perpetual, Black Dial, Unworn, FULL SET
£4,699
Seller
Prestige Watches
14
UK
TOP
Breitling Navitimer 1 B01 Chronograph 43 Full set B&P Breitlin...
£4,395
Seller
Vintage & Prestige
39
UK
TOP
Rolex Datejust 36 Ref. 116234
£7,297
Seller
Steiner Maastricht
288
NL
Rolex GMT-Master, Box and Papers. 1995
£9,950
Seller
Market Cross Jewellers
 
UK
TOP
Rolex Submariner Date
£5,750
Seller
Chase Hattan
39
UK
TOP
Tudor Heritage Chrono Blue M70330B
£2,650
Free shipping
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JPA Watch Company Ltd
71
UK
TOP
Breitling Starliner K71340 - Diamond Set - Box & Paperwork 2010
£9,325
Seller
Mark Worthington Jewellers
182
UK
TOP
Rolex Submariner 18ct gold with Gold Serti dial
£16,995
Seller
The Watch Collector Ltd.
125
UK
TOP
Rolex 5513 Military Submariner non-date - Milsub
£25,500
Seller
M&J Watches Ltd
43
UK
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Rolex Datejust Turn-O-Graph (1977) Excellent condition 1625
£2,995
Seller
Prestige Watches
14
UK
TOP
Tudor Heritage Chrono 70330N box & papers new UK CC160
£2,595
Seller
Vintage & Prestige
39
UK
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Rolex Datejust 36 Ref. 116234
£5,585
Seller
Steiner Maastricht
288
NL
Rolex GMT-Master II, 116710LN. Box & Papers 2013
£8,995
Seller
Market Cross Jewellers
 
UK
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Rolex Oyster Perpetual 36
£3,650
Seller
Chase Hattan
39
UK
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Rolex Datejust Turn-O-Graph - B&P
£4,750
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Tempo and Time Ltd
37
UK
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Rolex Daytona Floating Cosmograph Stainless Steel - 16520...
£69,999
Seller
Xupes.com
216
UK
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Rolex Gents Datejust ref 16233 with Diamond Dial
£4,895
Seller
The Watch Collector Ltd.
125
UK
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Rolex 1665 Rail Dial Sea-Dweller-FULL SET - 11/2018 Rolex papers
£31,000
Seller
M&J Watches Ltd
43
UK
TOP
Rolex Daytona 1999 with Box. Zenith Movement. Great Investment
£9,645
Seller
Prestige Watches
14
UK
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Breitling Chronomat 44
£5,765
Free shipping
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MANZANARES JOYERO
43
ES
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Rolex Datejust 36 Ref. 116233
£6,531
Seller
Steiner Maastricht
288
NL
Rolex GMT-Master ' Pepsi Bezel' Box & Papers. 16700
£9,950
Seller
Market Cross Jewellers
 
UK
TOP
Rolex Yacht-Master
£4,250
Seller
Chase Hattan
39
UK
Omega Constellation Ladies
£4,200
Seller
Lumbers Jewellers
23
UK
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Rolex Datejust White Gold Bezel Black jubilee Bracelet...
£4,485
Seller
OG Ltd.
50
UK
TOP
Breitling Premier Automatic 40 A37340 Box & Papers
£2,550
Seller
CHRONO WATCH
138
UK
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Ebel Beluga Yellow Gold M.O.P. Diamond Dial - Box & Papers 2011
£7,285
Seller
Mark Worthington Jewellers
182
UK
TOP
Omega Seamaster Ploprof Ti – 2018 – Full Set – £6,200
£6,200
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Oakleigh Watches
87
UK
Rolex Comex Sea-Dweller1665
£90,000
Free shipping
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Watches & Jewellery of Bond Street Ltd
336
UK
TOP
Rolex Datejust 36 Ref. 116234
£5,405
Seller
Steiner Maastricht
288
NL
Breitling Chronomat 41
£6,575
Seller
Market Cross Jewellers
 
UK
TOP
Rolex Submariner Date
£7,150
Seller
Chase Hattan
39
UK
Omega Speedmaster '57
£4,500
Seller
Lumbers Jewellers
23
UK
TOP
Rolex Oyster Date Precision ref:6694 Steel Silver Dial1969
£1,849
Seller
OG Ltd.
50
UK
TOP
Franck Muller Cintrée Curvex Chronograph Rose Gold 8880 CC AT
£11,995
Seller
CHRONO WATCH
138
UK
TOP
Rolex Lady-Datejust Grey Diamond Dial Diamond Bezel 26mm-Quickset
£2,934
Free shipping
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Timekeepersvault
 
US
TOP
Vacheron Constantin Patrimony Ref 31160 - Fully Serviced
£3,145
Seller
Time Rediscovered Ltd
35
UK
Rolex GMT-Master Vintage UAE Air Force 1675
£95,000
Free shipping
Seller
Watches & Jewellery of Bond Street Ltd
336
UK
TOP
Rolex Datejust 41 Ref. 126334
£9,144
Seller
Steiner Maastricht
288
NL
Rolex Day-Date 36, 1803. 1967
£8,350
Seller
Market Cross Jewellers
 
UK
TOP
TAG Heuer Carrera Calibre 16
£2,650
Seller
Chase Hattan
39
UK
TAG Heuer Aquaracer 300M
£940
Seller
Lumbers Jewellers
23
UK
TOP
Omega Ref:168016 Constellation steel/Gold Day/Date automatic...
£1,299
Seller
OG Ltd.
50
UK
TOP
Chopard Mille Miglia Gran Turismo XL 16/8997
£2,650
Seller
CHRONO WATCH
138
UK
TOP
Omega Speedmaster Straight Writing Chronograph Stainless Steel...
£7,699
Seller
Xupes.com
216
UK
Omega Seamaster
£895
Seller
David Mellor Family Jewellers
23
UK
Rolex Explorer 5500
£5,500
Free shipping
Seller
Watches & Jewellery of Bond Street Ltd
336
UK
TOP
Rolex Datejust 36 Ref. 126231
£8,873
Seller
Steiner Maastricht
288
NL
Rolex GMT-Master II. 116710LN. Box and Papers, 2017
£9,450
Seller
Market Cross Jewellers
 
UK
TOP
Rolex Sea-Dweller Deepsea
£8,000
Seller
Chase Hattan
39
UK
TOP
IWC Da Vinci Perpetual Calendar
£15,703
Seller
Heritage Jewelry and Loan
10
US
Omega Seamaster Aqua Terra
£5,900
Seller
Lumbers Jewellers
23
UK
Tudor Heritage Black Bay
£3,620
Seller
Ian Blowers Jewellers
55
UK
TOP
Rolex GMT-Master Nipple Dial Yellow Gold 16758 - W5386
£17,599
Seller
Xupes.com
216
UK
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Swiss Watches: World-Renowned Timepieces

Swiss watches are synonymous with precision and luxury. The most well-known names in the business, with few exceptions, all hail from this Alpine country. Rolex, Omega, IWC, and Breitling all represent tradition and high quality.

Everything to Know About Swiss Watches in This Article

  • Buying advice for Swiss-made watches
  • Watches in different price ranges
  • Manufacturers, collections, and models
  • History of the Swiss watch industry

Which Swiss Watch Should I Buy?

If you want to buy a Swiss watch, you have a wide range of options. The right way to find out which watch is best for you is to ask yourself the following question: How much do I want to spend?

A new, brand-name Swiss watch with a mechanical movement can cost as little as 1,000 euros. You can find watches from manufacturers such as Chronoswiss, Maurice Lacroix, Oris, and Raymond Weil in this price range. Some series from these manufacturers are more expensive, however. For example, Raymond Weil's Nabucco chronograph costs around 3,000 euros new with a titanium case. TAG Heuer and Tissot also have a large selection of watches available for less than 5,000 euros.

Rolex and Omega are probably the most well-known representatives of Swiss luxury watches. The legendary Omega Speedmaster Professional is available in many different variations for less than 5,000 euros. The version closest to the original Moonwatch chronograph, which you can find under reference number 311.30.42.30.01.005, costs around 3,500 euros and has a stainless steel case. The material certainly influences the price, as cases made of precious metals are much more expensive than those made of stainless steel.

An Omega diving watch from the Seamaster collection with a gold case costs around 15,000 euros. The Rolex Submariner without a date display and a stainless steel case costs around 6,500 euros new. You should be prepared to spend at least 23,000 euros for a yellow gold Submariner, and 25,000 euros for a Rolex Daytona.

Patek Philippe's Nautilus is one of the most sought-after and expensive stainless steel sports watches from Switzerland. Without any complications, the women's version costs 20,000 euros, and the men's 25,000 euros. With a white gold or platinum case, the price jumps to 140,000 euros. The Calatrava, also from Patek Philippe, is the definition of a classic, elegant dress watch. New, the most popular version costs around 15,000 euros.

If you decide to go with a watch from Breguet or Blancpain, expect prices over 100,000 euros. Cases made of precious metals, diamond-set cases and straps, and intricate complications such a tourbillon increase the value of such watches. The newcomer Hublot also has some watches in this price range. The futuristic MP-05 LaFerrari watch usually costs 200,000 euros. The version with a sapphire glass case is over double the price, costing more than 400,000 euros.

Watches: Iconic Exports

Watches are a defining part of Switzerland's cultural image. They're more iconic than the banks and the cheese; only chocolate ranked "more Swiss" than watches according to a survey of participants from 15 different countries.

About 30 million watches leave the production halls of this little Alpine country every year. The variety amongst these watches is impressive. They range from traditional gold watches with complications such as a:

  • Moon phase display
  • Perpetual calendar
  • Minute repeater
  • Double chronograph

to diving and pilot's watches. Some of the Swiss companies even produce high-tech smartwatches. Many of these watches function as status symbols, ignoring their actual intended functions. Many diving watches from the Seamaster and Submariner collections will never go underwater, and only a small number of the pilot's watches sold by IWC or Breitling are actually worn in the cockpit. These watches work equally well as a tool watch or a luxury lifestyle object.

There are also mass market affordable watches, such as the famous quartz-powered Swatch with its bright and colorful plastic case. There are now mechanical versions with a simple 51-piece movement. The typical Swatch looks somewhat cheap and is not taken seriously by many watch fans, but certain models have sold at high prices as vintage watches. Furthermore, the Swatch is significantly responsible for helping the Swiss watch industry survive the Quartz Crisis of the 1970s and 80s. The Swatch watch, trendy and colorful, broke Swiss watches out of their conservative, stuffy image and attracted a new target audience. Above all, young people were attracted to this bright and simple watch.

However, luxury watches are what people think of when they think of Swiss watches. Switzerland leads the world in watch exports if you don't rank by number of timepieces. While only about 2% of watches sold worldwide come from Switzerland, they are worth 60% of the total value.

Many well-known brands with long watchmaking traditions belong to the Swatch Group (market share: 18%) or to luxury goods concerns like Richemont (market share: 16%) or Moët Hennessy Louis Vuitton (LVMH, market share: 5%). Rolex is the largest independent Swiss luxury watch manufacturer (market share: 12%). Their independent status greatly contributes to their outstanding reputation.

Overview of the Most Important Swiss Luxury Watch Manufacturers

Manufacturer Founding year Location of headquarters Parent group
Audemars Piguet 1875 Le Brassus Independent
Blancpain 1735 Le Brassus Swatch Group
Breguet 1775 L'Abbaye Swatch Group
Breitling 1884 Grenchen Independent
Chopard 1860 Geneva Independent
Hublot 1980 Nyon LVMH
IWC 1868 Schaffhausen Richemont
Jaeger-LeCoultre 1833 Le Sentier Richemont
Longines 1832 Saint-Imier Swatch Group
Omega 1848 Biel/Bienne Swatch Group
Patek Philippe 1851 Geneva Independent
Rolex 1905 Geneva Independent
TAG Heuer 1860 La Chaux-de-Fonds LVMH
Vacheron Constantin 1755 Plan-les-Ouates Richemont
Zenith 1865 Le Locle LVMH

Rolex

Rolex is number one amongst the large manufacturers. The Geneva-based manufacturer has been in business since 1905. Rolex produces some of the most famous and beloved watch models in the world, such as the Submariner, Daytona, and Datejust.

The Submariner is the definition of a diving watch, the Daytona is one of the most famous chronographs, and the Datejust embodies elegance. Rolex's pilot's watch is the Air King, and their GMT Master II displays a second time zone. With the invention of the perpetual rotor, Rolex significantly contributed to the breakthrough of the automatic watch in the 1930s. Every year, the manufacturer sells around 800,000 watches featuring their iconic five-point crown. Rolex doesn't publish any official sales numbers. However, since Rolex has their watches certified by the Official Swiss Chronometer Testing Institute (COSC), we can calculate how many Rolex watches are produced based on the COSC's publications.

Omega

The most famous man to wear a Rolex is undoubtedly James Bond. He completes many of his missions with a Submariner on his wrist. However, the British secret agent switched to Omega, a member of the Swatch Group, in 1995. Omega plays a central role in the Swatch Group's company strategy, as they see the brand as a strong competitor for Rolex. Rolex isn't the only manufacturer with legendary watch models; Omega has their own to be proud of. The Seamaster is a diving watch collection that's been in production since 1948. The famous French oceanographer Jacques Cousteau wore a Seamaster. Another iconic Omega watch is the Speedmaster Professional. "Speedy," as it's nicknamed by fans, was the official NASA watch on the Apollo missions, making it the first watch on the Moon in 1969. The so-called Moonwatch is available today, almost unchanged from the original version, but now features a modern Co-Axial caliber and comes in many special limited editions. There's also the De Ville series, which showcases Omega's classic side.

International Watch Company (IWC)

IWC, based in Schaffhausen, also offers elegant Swiss watches, such as the Portugieser. They're even more famous for their pilot's watches, though; their Big Pilot watch and the Mark series are considered excellent pilot's watches. The Mark 11 was the official service watch of Royal Air Force pilots for decades.

Breitling

Breitling is a strong competitor for IWC in the realm of pilot's watches. Breitling's Navitimer is considered one of the most important pilot's watches. The watch, which was introduced in 1952, has a special slide rule function. It has two logarithmic scales on the dial which you can turn to perform various calculations, such as distance and fuel consumption. Breitling also offers powerful diving watches with their Superocean series and some versions of the Avenger. Rolex, Omega, IWC, and Breitling are all considered to be on the same level, thus Breitling also has a conservative, elegant line as well, the Transocean. Besides mechanical timepieces, Breitling also offers quartz watches with refined technology, such as the Emergency with an integrated distress beacon.

Patek Philippe

One rung higher on the luxury watch ladder is Patek Philippe. It's clear from the start that this manufacturer is a bit different: Most of their cases are made of solid gold. In the Swiss watch industry, steel cases are used around 50% of the time. Precious metals like gold and platinum are only used around 2% of the time. Patek's Calatrava collection is a symbol of the company and the epitome of a stylish dress watch. This watch collection debuted in 1932 and was inspired by the Bauhaus art movement. Patek Philippe's Nautilus also has a special position in their portfolio. It's a stainless steel sports watch waterproof to 120 m (12 bar) – all unusual qualities for a Patek watch. The company has a long history of watchmaking. The independent family business has existed under this name since 1851. Until 2009, Patek Philippe used the Geneva Seal as a symbol of high Swiss quality. Now, the company uses their own seal with even stricter standards.

Blancpain, Breguet, Jaeger-LeCoultre

Blancpain and Breguet have been in business even longer. Today, they're both members of the Swatch Group. Abraham-Louis Breguet founded his company in 1775. He's responsible for countless important watchmaking inventions, such as the tourbillon. Blancpain has been around since 1735. Their most famous series is the Fifty Fathoms diving watch. Brands such as Patek Philippe, Breguet, and Blancpain, are representative of the conservative values of the Swiss watch industry. This applies to Jaeger-LeCoultre as well. This manufacturer has been producing high-quality watches since 1833. Their Reverso is one of the most popular rectangular watches.

Hublot

Hublot takes an entirely different approach. This relatively new manufacturer plays the role of the rebel most excellently. One distinctive Hublot feature is their unusual, square-edged porthole design, which occasionally borders on the bizarre. Legibility isn't Hublot's main concern. Instead, they show a preference for the use of unusual materials such as ceramic or titanium. With their patented Magic Gold alloy, Hublot broke new ground. Magic Gold is an incredibly scratch-resistant alloy composed of gold and ceramic. Magic Gold comes quite close to the ideal, everlasting case material. Hublot was founded in 1980. In 2005, under new leadership, they introduced the Big Bang series. The Big Bang caused a sharp increase in sales, catapulting this Genevan manufacturer into the same league as other well-known Swiss brands. The somewhat calmer Hublot alternative to the Big Bang is the Classic Fusion.

Audemars Piguet

Hublot is not without precedent. Audemars Piguet's Royal Oak, introduced in 1972, as well as their Royal Oak Offshore, inspired Hublot's designs. The wide bezel with visible screws was directly influenced by the Royal Oak.

TAG Heuer

When it comes to TAG Heuer, it's all about timing. They patented their first stopwatch mechanism in 1882. TAG Heuer has dedicated themselves to the art of racing ever since – it's not a coincidence that their most well-known series is called the Carrera. Even the rectangularMonaco is a legend amongst racing watches. The actor Steve McQueen wore a Monaco in the film Le Mans.

Tissot

Watches from TAG Heuer are in a moderate price range. This applies to Tissot as well. Aside from classic mechanical watches, Tissot offers modern quartz watches as well. The T-Touch Expert Solar is solar powered. It's a multi-function watch with background lighting, a second time zone display, chronograph function, timer, alarm, compass, barometer function, and many other extras. The watch has a titanium case and is waterproof to 100 m (10 bar). The T-Touch Expert Solar has features that only an electric-powered watch can offer. Such an array of functions is impossible for a mechanical watch, especially one that costs less than 1,000 euros.

Other manufacturers also combine Swiss quality with moderate prices, such as Longines, Raymond Weil, or Maurice Lacroix. These companies often use calibers from the world's largest ébauche manufacturer, ETA SA Manufacture Horlogère Suisse, which is also based in Switzerland. The Swiss company Sellita also offers movements that can be found in the watches of many famous manufacturers. Only a few brands produce their own calibers, such as Rolex and Patek Philippe. !Zenith has some of the most important automatic chronograph movements in watch history. The fast-paced El Primero caused a stir when it was released in 1969; it even had a watch named after it.

Top 10 Swiss Luxury Watch Manufacturers According to Production Numbers

Manufacturer Number of watches produced per year
Rolex 800,000
Omega 700,000
Breitling 170,000
IWC 100,000
Chopard 80,000
Jaeger-LeCoultre 75,000
Patek Philippe 60,000
Hublot 40,000
Audemars Piguet 37,000
Zenith 35,000

Post-Quartz Crisis Revival

The Swiss watch industry began in the 18th century. Up until the second half of the 19th century, Switzerland was considered a place where it was easy to produce watches affordably. IWC, with roots in the United States, based their business model on this concept.

After many successful years, the industry suffered in the 1970s and 80s during the Quartz Crisis. Cheap, mass-produced quartz watches produced in Asia endangered traditional Swiss production. Some manufacturers disappeared forever and many workers lost their jobs. Yet surprisingly, Swiss watches later experienced a renaissance which has lasted to this day. The fascination with the technical genius that goes into mechanical watches enthralls watch lovers all over the world. Many manufacturers with longer histories are no longer independent, however. Merging with a large concern, such as the Swatch Group, Richemont, or LVMH, saved many of these manufacturers from going under.

Unexpected competition has popped up since then. The German town of Glashütte was trapped behind the Iron Curtain in East Germany until 1990. Watches have been produced in Glashütte since the mid-19th century, but they were far from being luxury watches when Germany was divided. Now, other manufacturers such as A. Lange & Söhne and Glashütte Original have established themselves in Glashütte, making Glashütte watches true competition for Swiss manufacturers.

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