6 min readGETTING INTO WATCHES is sort of a rite of passage in adulthood (it’s a lot like smoking meats and getting super into WWII documentaries). It’s not easy picking out your first “luxury” watch, especially considering that high-end brands can easily cross the five-figure mark. You don’t have to buy a ritzy Rolex to elevate your everyday style, and many heritage brands offer a similar look and function for under $1,000. If you do want to show off, we’d recommend going second-hand, and plenty of licensed retailers offer anxiety-free used options.
Nonetheless, there are a ton of brands to choose from and even more factors to consider. Finding the right brand is arguably the hardest part. We broke down some of our editors' favorite brands and provided a miniature history lesson to accompany them. And don’t worry—we included plenty of century-old-plus heritage brands that won’t break the bank.
Seiko
Seiko is a Japanese Heritage brand that’s been around since the late 19th century. What makes it such a great brand isn’t just its luxury watches; it also has timepieces at all price points. You can even snag one on Amazon. Seiko watches are classic, and you can opt for one that’ll run you a few G’s or $250. They’re simple, subtle, but attention-grabbing in their own right. You can wear them to just about any occasion and look good doing it.
Seiko Silver Stainless Steel Bracelet Watch
Movado
Movado has been around for an eerily similar amount of time. Like, literally the same: The Swiss watch also debuted back in 1881. You can spot a Movado from a mile away; they maintain an ultra-simplistic design, which in most cases doesn’t even feature traditional numerals. They’re typically designed in monochromatic colorways, but they’ve expanded a bit in the color department recently. They’re sleek, timeless, and surprisingly affordable, with plenty of models available under $500.
Movado BOLD Verso S
Movado Heritage 1917
Oris
Another Swiss watch brand, Oris has been developing luxury watches for 115 years, and they make everything from sleek dive pieces to modernized everyday pieces with a retro flair. You can nab one of its best-selling, brand-new models for as little as $2,000, which is pretty affordable for a luxury heritage brand. The sharp, timeless pieces offer style and substance, elevating your look with minimal effort. The watches offer practical functionality and are a fan favorite among pilots and casual aviation enthusiasts.
Oris Divers Men's Watch
Oris Aquis Date Men's Watch
Tissot
Tissot is one of the best bang-for-your-buck heritage watch brands out there. It’s a great starter piece if you’re looking to get into the premium Swiss watch game, and most of its classic styles are available for well under $1,000. Not only that, but you can nab one off Amazon and get your first (or 50th) luxury timepiece in two business days. For a watch that hasn’t changed much since 1853, we’d call that a pretty welcome modernization.
Shinola
Shinola similarly prides itself on being an “affordable luxury” brand, and it’s certainly lived up to its moniker, becoming perhaps the most well-known non-heritage timepiece brand in recent years. It borrows its name from the now-defunct Detroit-based shoe polish company, the same state where it manufactures its hand-crafted watches. It combines a classic rugged style with a unique, modernized twist. I wear one of its flagship timepieces, the Runwell, almost every day in and out of the office, and I own a few heritage brands from this list. But it goes with just about anything.
Vaer
Vaer is pretty new to the game. It’s a baby of sorts, having just entered the space in 2016. Like Shinola, it’s quickly risen through the ranks and offers utilitarian watches at an affordable price. These watches typically range from $150 to $800, with some exceptions. They’re built to last, feature durable materials, and are constructed in the US. It’s known primarily for its field watches, but it also boasts an eclectic lineup of outdoor-forward dive watches, GMT watches, and classic automatic timepieces. They also have a similarly rugged collaboration with Huckberry, and we can’t wait to check them out in person.
Huckberry x Vaer G2 Pacific Steel GMT
Vaer R1 Racing Chronograph Watch
Citizen
Japan is a watch destination that sometimes falls under the radar because of Switzerland’s stellar reputation, but you’ll find that many household-name heritage watches originated there. Citizen is one of them. It originated back in 1918 and has legitimate performance chops. Its proprietary Eco Drive technology converts both artificial and natural light into electrical energy, giving it a leg up on some of the standard solar-powered performance watches you’ll come across. Its watches are sleek, well-built, and maintain the perfect balance of form and function.
Casio
Casio is one of the best budget watch brands available, and the selection is surprisingly robust—not to mention inclusive. You can nab a classic Casio watch for $20 on Amazon, but you certainly have wiggle room to splurge. Its line of G-Shock watches has expanded quite a bit in recent years, and you’ll find hardwearing shockproof watches going for as much as $8,000. The Japanese brand technically started as a calculator company back in 1957, but the watches we all know and love didn’t debut until 1974. I rock a $400 G-Shock with some of my most formal fits, which highlights its timeless appeal and versatility.
Casio A158WA-1DF Stainless Steel Digital Watch
Casio G-Shock G-Steel GST-B1000 Series
Cartier
When you talk about longevity, few brands have withstood the test of time as well as Cartier. It’s been around since 1847, and while it’s most famous for its high-end jewelry, the French brand also specializes in watches. The Greatest of All Time, Muhammad Ali, used to rock its signature men’s style, the Tank, and it remains one of the most iconic lines to date. The French brand will cost you a pretty penny, but it’s worth it. And like most heritage brands, you can get one used from trusted retailers like Bloomingdale's, saving a few Gs in the process.
Cartier Roadster Automatic Watch (Pre-Owned)
Rolex
This is probably the most well-known watch brand, and it’s a household name for a reason. The Swiss-based watchmaker was founded back in 1905, and owning one has become an undeniable status symbol. The Rolex Submariner garnered widespread popularity after it was featured in the original James Bond movies, and new versions of the dive watch are still released regularly. Most Rolex watches will run you at least five figures, but a used Rolex Datejust in decent condition might cost you a little over $3,000 if you play your cards right. It might be a few decades old, but that’s part of the charm.
Rolex Oyster Perpetual Datejust Automatic Watch (Pre-Owned)
Tudor
The award-winning Swiss luxury watch brand has been around since 1926, and you might be surprised to learn that if you own a Tudor, you technically own a Rolex. Rolex’s founder, Hans Wilsdorf, trademarked the sub-brand 100 years ago, on the dot, as a more affordable, accessible way for people to experience the brand’s luxury timepieces. Tudor is a bit more geared towards the outdoorsy, offering durable, masculine watches in rugged, muted shades. You’ve probably seen your favorite celebrity rock one of the brand’s Black Bays on the red carpet.
Tudor 1926 Stainless Steel Watch
Tudor Black Bay Bronze Leather Strap Watch
Victorinox
Victorinox is synonymous with its iconic Swiss Army Knife, which was effectively the first-ever multitool (and now a phrase used to highlight someone’s versatility). The Swiss maker has been around since 1884, and its present-day offerings are similarly versatile. It’s delved into kitchen knives, travel, and even clothing. Victorinox’s watches, though, fly under the radar. The brand delved into timepieces in 1989, and it makes performance-forward, everyday watches at a reasonable price. Its Concept One solar watch is amongst its most popular and features light-powered efficiency and durable functionality, paired with stealth style.
Victorinox Concept One Solar
Victorinox Dive Pro Quartz
Panerai
Officine Panerai has both Swiss and Italian roots and has been around since 1860. It was started in Florence, Italy, and its headquarters now reside in Geneva, Switzerland. Panerai is best known for its military history, and it supplied diving watches and other precision instruments to the Royal Italian Navy. Its current watches are a tribute to its roots; they’re a combination of sporty and sleek, built for performance. The Luminor is one of its best-known lines, which combines rugged adventure with timeless, elevated style.
Panerai Luminor Marina Watch
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Tim Kohut is the Deals and Trends Editor for Popular Mechanics, Men’s Health, Best Products, and Runner's World. He has extensive product review and gear coverage expertise, particularly in tech, home, auto, and health. Tim was previously the Deputy Commerce Editor of The Drive and a Commerce Editor at BGR. He’s also overseen gear coverage and strategy at Popular Science, Bob Vila, Outdoor Life, and Field and Stream. He has a strong affinity for cats, Batman, and early 90’s Nicolas Cage films, in that order.
