Top 5 best luxury brands of men's watches in the last 15 years
December 16, 2024
Devon Lane
Devon Lane5 min 30 sec
When it comes to luxury watches, it can seem like manufacturers release the same models every year. Rapid revolutions in the world of luxury watches are indeed rare: most brands stick to time-honored designs and recognizable styles.But if you take a broader look at the industry, it becomes clear that the world of watchmaking has changed significantly over the past 15 years. We have compiled for you a selection of five luxury watch brands that have become true innovators and have made notable contributions to the industry since 2009.Five of the most improved luxury watch brands:Tudor — craftsmanship, reliability and style that remains timeless.
Cartier — French elegance and innovation in every exquisite movement.
Breitling — A bold choice for those who appreciate precision and unique style.
Bulgari — Italian design and innovative technology on a new level.
TAG Heuer — the spirit of competition and cutting-edge development for true connoisseurs.
Tudor
Tudor — one of the most obvious leaders among popular watch brands, and deservedly so. Today, Tudor produces high-quality models that impress with both aesthetics and reliability. But if you look back to 2009, the brand's situation was very different: Tudor models were not even sold in the US, and the lineup consisted of Hydronaut models - even before the iconic Tudor Heritage Chrono and Black Bay. The brand was faced with the daunting task of updating its style.In those years, all Tudor watches were assembled at Rolex's production facility in Geneva, until the brand opened its own factory in Le Locle. Until the late 90s, Tudor offered affordable alternatives to Rolex models - and while this had its advantages, the brand clearly needed its own character. By the early 2000s, Tudor had begun to develop a unique style, cementing its image as “sporty modern with classic vintage notes.”A real revolution was the appearance of the Tudor Heritage Chrono collection, which actually opened the era of “retro-revival” of the brand.Today, the Tudor range includes models with Master Chronometer certification, guaranteeing accuracy from 0 to +5 seconds per day and resistance to magnetic fields up to 15,000 gauss. This makes Tudor a worthy rival to brands such as Omega. With popular lines such as Black Bay and Pelagos, Tudor models are already lining up. It didn't seem possible until recently, but now Tudor has established itself as one of the most sought-after watch brands in terms of both sales and design.Cartier
Cartier has long been recognized as one of the world's leading watch brands, a title earned through decades of outstanding achievements. The Cartier Tank, for example, has become so iconic that today almost any watch with a rectangular case is referred to as a “tank” watch. And the Cartier Santos, again at the height of its popularity, was the first men's wristwatch available to the general public. It may be surprising to see Cartier among the most popular brands, but their rise to #2 in the world of luxury watches was not at all obvious.In 2009, Cartier was not a brand for collectors, but the quality of their watches was highly valued. This time coincided with the beginning of the craze for in-house movements. And in 2010, Cartier released their first automatic movement, the Caliber 1904 MC - a key step that cemented their reputation as a serious watchmaking house.Since then, Cartier's catalog has been filled with even more detailed models. The updated Santos de Cartier line, which debuted in 2018, combines modern technology with classic aesthetics, and the skeleton watches are very popular.Breitling
In 2017, Breitling was barely in the top 20 Swiss watch brands in terms of sales, but by 2023, the company was already in the top 10, according to LuxeConsult and Morgan Stanley rankings. This success is not surprising: in 2017, Breitling was led by seasoned luxury watch industry veteran George Kern, whose strategic decisions have led the company to growth.Breitling has been on the road to success since 2009, when they first introduced their popular in-house B01 chronograph movement. Under Kern's leadership, the brand's aesthetic has softened a bit, though massive models like the Superocean 46 continue to be produced. That said, Breitling is increasingly focusing on smaller watches, including 36mm models, making them popular with women as well.When CVC Capital Partners acquired a majority stake in Breitling in 2017, fans had misgivings. However, the partnership became a true success story. In 2022, Partners Equity became the majority shareholder, keeping CVC in management, with George Kern remaining at the helm of the company. From 2022 to 2024, Breitling doubled its turnover. And if the company continues to produce stylish models like the Premier, while maintaining its unique style and design DNA, there's no reason to believe their success won't continue to grow.Bulgari
When most people think of luxury watch brands, Rolex, TAG Heuer, Omega, and sometimes Cartier or Patek Philippe usually come to mind. Bulgari is not a brand that is immediately associated with luxury watches. The exception is perhaps the thinnest models in the world. In this area, Bulgari has been leading the way since the debut of its Octo Finissimo watch in 2014. The Octo line, first introduced in 2008 under the Gerald Genta brand, has gained recognition and become iconic for Bulgari.While Bulgari watch prices are usually nice for buyers, especially on the secondary market, the Octo Finissimo models hold their value well. At the same time, the standard Octo models remain less prominent, but they are a great choice for connoisseurs, as they can be found on the used watch market for under $5,000. The popular Bvlgari Bvlgari and Bvlgari Aluminium collections, which peaked in popularity in the 1990s, are still in demand today. However, it was the Octo collection that brought Bulgari recognition among modern watch lovers.TAG Heuer
TAG Heuer has been working hard in recent years to attract the attention of true luxury watch connoisseurs in an effort to move beyond its status as a “fashion watch for beginners”. While the brand has not completely abandoned quartz models in the fashion segment, such as the joint series with Kith Heuer, the focus has shifted to the Monaco and Carrera collections.This is indeed a good move, as the Monaco and Carrera are favorites among TAG Heuer enthusiasts, with the Autavia coming in a well-deserved third place. What is particularly impressive about the Carrera chronographs is the glass case with crystals covering the entire dial, with a minimally visible bezel that only emphasizes the elegance of the design.The current generation of Aquaracer looks more balanced than previous versions, and TAG Heuer now exclusively uses its own movements for its chronographs. TAG Heuer's impressive $138,000 split-second chronographs also reinforce the brand's reputation. Over the past 15 years, TAG Heuer has definitely done a great job of elevating its status in the luxury watch marketDevon LaneAuthor of the article
