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While it's easy to track time with an iPhone in hand, it hardly offers the craftsmanship, unique history and technical DNA of one of the world's best luxury watch brands. Wearing a luxury watch on your wrist provides more than the telling of time. It's an emotional and financial investment that often becomes a family heirloom—a symbol of style and class.
We've compiled a list of the 7 Most Popular Luxury Watches available right now, with a brief run down and a touch of what makes each piece unique. You might even learn a bit of trivia along the way!
The perfect embodiment of the classic Rolex watch––the Datejust is one of the iconic brand's best-selling luxury watches, and it's easy to see why. It was first introduced in 1945 to commemorate Rolex's 40th anniversary. Then, the timeless classic was the first automatic, waterproof wristwatch to feature a date function, signifying a milestone in watchmaking history. In 1953 Rolex added the instantly recognisable Cyclops lens to the design serving to magnify the date display for improved legibility and further enhance the watch's functionality.
The Datejust occupies a moderate position within the luxury lineup. The retail price for a stainless steel Datejust with an 18k white gold fluted bezel is around $8,950 for the 36mm version. As expected, prices adjust accordingly for larger sizes, including precious metals or diamonds.
The iconic Rolex Datejust is a sought-after luxury watch with versatility, sophistication, and reliability, making it one of our top 7 most popular luxury watches.
Patek Philippe represents one of the last family-owned independent watch manufacturers left in Geneva, Switzerland––a country synonymous with luxury watches. The company, founded in 1839, is still held by its founders, the Stern family––a continuity that has allowed it to maintain a unique and iconic identity within the luxury market. Leading to the brand's appeal is the fact that less than 1 million Patek Philippe watches have been created since 1839, making them coveted and highly sought-after.
Making its debut in 2014, the Nautilus Travel Time 5990/1A-001 was one of the first to bring chronograph functions to the luxury wristwatch market, with the capability of simultaneously displaying two time zones.
In staying true to its design, the Nautilus has received very few changes, each understated, including a slight rounding of the hinges that frame the dial, a three-part case and a slightly increased profile.
Adding to this sought-after model are the traditional design elements of the counterweight used by both lancet-shaped chronograph hands, which are part of the same complication.
So luxurious is the Patek Philippe Nautilus Travel Time 5990/1A-001 that pricing is available upon request.
The Tag Heuer Carrera represents the brand's flagship collection, with 2023 marking Carrera's 60th anniversary. In honour of the occasion, Tag Heuer released the all-new TAG Heuer Carrera Plasma, its most expensive release yet.
When it comes to the design, the Carrera Plasma delivers itself in a 44mm lightweight case made from sandblasted black anodised aluminium accompanied by 48-lab-grown diamonds. Its automotive inspiration shines through in the black ceramic tachymeter bezel, with its crown crafted from a 2.5ct lab-grown diamond, offering a luxurious touch. A price tag of $376,000 brings luxury and functionality to the next level. Check it out here.
Another exceptional Swiss luxury watch brand is Omega, formerly Louis Brandt & Fil. Founded in 1848 in the small Swiss village of La Chaux-de-Fonds, the company launched its first series-produced calibre in 1885, its moniker: the 'Labrador'.
In 1892, Louis Brand & Fil hit a milestone by introducing the minute-repeating watch. Two years later, the company produced the Omega calibre. Its success prompted the company to change its name to The Omega Watch Company.
From launching into space––the Omega Speedmaster Professional was the first watch to be worn on the moon (and on the wrist of Buzz Aldrin)––to being worn by submariners into the ocean's depths. Omega has gained a reputation for delivering state-of-the-art performance combined with luxurious design.
My name's Bond, James Bond. Ever since 1995's Goldeneye, the MI6 agent, has worn an OMEGA Seamaster from the brand's flagship series. Hence, making it number four of our top 7 most popular luxury watches.
Designed with the help of Bond himself—Daniel Craig—the 007-edition 42mm Seamaster was released by Omega in 2019 and is identical to 007's in No Time To Die. The luxury watch is powered by Omega's Co-Axial Master Chronometer 8806, offering the industry's highest precision, chronometric performance and magnetic resistance. It retails for AU$15,000.00––a must-have for any collector of luxury watches or fans of 007.
Audemars Piguet is one of the world's most famous high-end watch companies, famously worn on the wrists of Arnold Schwarzenegger, Jay-Z, and James LeBron.
Created by Jules-Louis Audemars and Edward Auguste Piguet in the Vallée de Joux of the Jura Mountains, Switzerland, Audemars Piguet introduced their flagship model––the Royal Oak, in 1972. The model, first purchased by the Shah of Iran, was the first stainless steel sports watch to be marketed as a luxury watch, combining style and durability.
With its steel case, octagonal bezel, “Tapisserie” dial and integrated bracelet, the Royal Oak Double Balance Wheel Openworked is as luxurious as they come––turning a 1970’s masterpiece into a modern-day icon.
When Cartier's red velvet veil comes across your fingers, you'd be hard-pressed to think of anything other than jewellery––however, little do many know that the famous designer established his moniker by crafting watches.
Of Cartier's luxurious timepieces, the Tank watch––created by Louis Cartier in 1917––is the most coveted. The iconic yet classic luxury watch has inspired countless variations while preserving its originality. The Tank Normale Watch (large model, hand-wound mechanical movement in yellow gold) retails for AU$73,500.
The iconic Italian brand Bulgari has made a name for itself with its incredibly unique collection of watches, despite already being renowned for its jewellery, fragrances, high-end accessories, and leather goods.
Today, Bulgari watches are well-known worldwide for their bright, bold, fashionable designs, particularly its Art Deco-inspired Serpenti collection. Made famous during the 1940s, snake-inspired bracelets were the epitome of fashion, and Bulgari's Serpenti watches represent some of the brand's best-selling timepieces.
When it comes to luxury watches, you can't go past Bulgari's 2023 release, marking the 75th anniversary of the first Serpenti from Bulgari. As with many of Bulgari's Serpenti designs, the Bulgari Serpenti Tubogas Infinity is better suited to smaller wrists whose watch face has a modest diameter of 35mm. The case is made of rose gold, the bezel entirely set with diamonds and features the iconic Serpenti snake-head silhouette as expected. The bracelet seamlessly integrates with its own line of diamonds, giving the unique luxury watch a total of 486 diamonds.
The question that remains is will Bulgari's Serpenti wrap around your wrist once or twice? The Bulgari Serpenti Tubogas Infinity is available with a single-wrap bracelet retailing at $66,000 and a double-wrap bracelet retailing at $85,000.
There's so much to love about owning a luxury watch; maintaining its care and safety is part and parcel––insuring your luxury watch is as essential as its precision and accuracy.
When you find your perfect timepiece, look at our ultimate guide to luxury watches. It’s a big purchase, and much of the satisfaction comes in learning about such incredible machinery, so we want you to be comfortable with your decision. When you’re ready, we’re here to protect your investment in case of damage, theft, or loss.
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