If Watches Were Luxury Cars (An Introduction to Luxury Watches)



Entering the world of luxury watches can be intimidating. Often those with new passion or new wealth have their opinion thrust upon them for fear of failing that crucial first step. “This is the best. You’ve made it when you own a Rolex.” The advice of friends and enthusiasts sounds more like the pandering of a car salesman than an experienced collector. The result, many fledging collectors end up with a watch that is less than ideal. Their answer, to start parroting the advice that got them there, “This is the best.” The cycle continues.



This article aims to help those entering the field of luxury watches by comparing contemporary watchmakers to a more familiar luxury item: cars. Who’s the BMW of watches? What about Ferrari? Read on to find out. My hope is that this guide will help newcomers choose the right first step on their long journey of watch collection and appreciation.



BMW – Rolex

The most recognizable luxury car company matches perfectly with the most recognizable watch brand. German engineering in cars is the equivalent to Swiss engineering in watches. While other car companies radically change their designs and goals, BMW has long kept to their traditions of style and purpose. The same can be said of Rolex. Some may argue this lack of innovation is a fault, but there are reasons these two companies remain the most iconic in their fields. A BMW looks like a BMW. A Rolex looks like a Rolex.



If you want the easy choice, go with Rolex. Their Submariner has a long legacy as a benchmark in watchmaking, just like the 3-seires for BMW. Do they offer anything exotic, like a supercar? Nope. But Rolex offers great technology under the hood and a look that will last for generations to come.





Mercedes – Patek Philippe

Heritage, legacy, and a lot of firsts in the industry: these mark both Mercedes-Benz and Patek Philippe. Patek offers some of the most complicated (which is good with watches) and expensive timepieces on the market. Like Mercedes, this brand is instantly recognizable by enthusiasts. It may not carry the mass appeal of a brand like BMW, but it carries a rich history and a continued attention to innovation.



Like Mercedes, Patek thrives in the upper echelon of expense and luxury. It is not uncommon to find Patek watches costing over one hundred thousand dollars (or even two)! Still, if you can afford it, you’ll own a watch that will always be an icon. Patek has been around for over a century and will continue for many more.





Audi – Tag-Heuer

This isn’t your grandfather’s watch. Using mountains of research and development, Audi has tried for decades to become known as an elite luxury brand. The same can be said for Tag-Heuer. Their raging success may be a new trend, but these brands are historic. Almost as old as Mercedes and BWM (or Rolex and Patck), Audi is built on legacy and avant-garde design. There is no iconic look for Tag-Heuer, but the stuff under the hood is truly the stuff of legends. From electro-mechanical movements to high-frequency timing, Tag-Heuer knows innovation.



Is the Tag-Heuer of tomorrow going to look like the Tag-Heuer of today? Probably not. The same can be said for Audi. Buying Tag-Heuer is about getting exciting technology with a modern style. The quality and legacy will last forever but the design may fall out of fashion in a few years.





Porsche - Omega

Ask anyone who owns one, and they will tell you that no other car performs like a Porsche. Owners of Omega watches will say the same about their timepieces. Omega is a unique brand that puts a lot of emphasis on making watches that perform to the highest standards. Just like Porsche, Omega might not be the first name that comes up when people talk about luxury, but when it does, the praise is endless.



Some may argue that all Omega watches look alike. From that impossibly long second hand to that thick bezel that rises above strong lugs, you know an Omega when you see one. Just like Porsche, the look and may seem repetitive. But, that style continues to catch your eye and remind you of the thrills of precision and performance. You’ll never forget the first time you drive a Porsche or the first time you wrap an Omega around your wrist.





Ferrari - Richard Mille

Elitism combined with innovation make both Ferrari and Richard Mille super brands. We are talking about some of the craziest, cutting edge technology. Richard Mille introduced a rotor filled with free-flowing gold balls to help lessen the shock on the rotor while automatically winding the watch. That is peculiar luxury that shows a true obsession with detail. A trip to the Richard Mille website wouldn’t be complete with an exploration of their manufacture technologies. It is magical.



However, just like Ferrari, these achievements in modern engineering will cost you… a lot. Some RM watches cost half a million dollars. Still, the look is undeniable. Even people who don’t know a tic about watches will be put in awe by the style and engineering of this brand. Designs so aggressive, they feel somewhat dangerous. This is a collector’s item you can really enjoy: the perfect candidate for a midlife crisis.





Lamborghini – Romain Jerome

You want something that will make people stop and stare? Then look no further than these two brands. Outrageous? Yes. Undeniable? Yes. Impractical? Certainly. Exciting? Always. Like Lamborghini, Romain offers only a select few models. A visit to their website will show you just how unique these machines look. Of course, beneath the expensive exterior is an amazing amount of performance. You’ll be hard pressed to find a brand with more engineering and design. However, it’ll also be a challenge to find any brand that cost more.



This isn’t a daily car. This isn’t a daily watch. These watches will always remain a desired collector piece because of their combination of outrageous style and top-tier performance. You could own a drawer full of other luxury watches, or a garage full of other luxury cars, for this price. Is it worth it? I guess it all depends if you think the extravagance should be full of refinement or excess.





Toyota – Seiko

From Japan comes the company that changed it all. The Japanese car companies almost put German brands out of business. Seiko invented the quartz movement and almost put the Swiss brands into the history books. Unlike other brands, Seiko offers watches for consumers of all levels. Anyone can own a Seiko. Anyone can own a Toyota. You’ll always get a solidly built machine that will last and last. Of course, when you’re ready to buy something more expensive, the brand offers you a clear path for upgrades. Toyota has Lexus. Seiko has their Grand line. Toyota just introduced their supercar. Seiko just introduced their Spring Drive technology (which I highly recommend checking out).



Seiko continues to innovate. The brand will be around forever. Other luxury watch collectors may thumb their noses at you, but the importance of the Seiko brand cannot be denied. This is a great starting brand for newcomers looking for a watch that is affordable, innovative, and has a real legacy in the watchmaking world.





Acura – Citizen

It’s the practical luxury brand. Acura (owned by Honda) makes cars that are of the highest quality and sensibility. Citizen watches are much the same. Offering solar-powered watches with some of the most accurate quartz movements in the world, Citizen is a brand that combines sense and sensibility. Their popularity has certainly faded in recent years, but the brand always finds a way of coming back. The brand certainly innovates but sometimes their research seems misplaced. It feels like both Acura and Citizen are struggling to walk the fine line between being intriguing without being bold.



Does this mean Citizen is a brand to avoid? Certainly not. Citizen offers incredible watches with good build quality at a reasonable price. It is definitely a watch that you’ll find easy to integrate into your everyday, but make sure the watch really speaks to you. Until Citizen gets a clearer focus, it may be hard to pick a watch that will have the lasting appeal that eventually makes it a classic.





Ford – Bulova

It’s time to talk about American luxury. Ford and Bulova were both founded in the USA. They live on legacy and thrive on innovation. Bulova was involved with the very first television commercials, the space race, and even invented an iconic movement based on a pitch fork. Of course, Ford is the company that started it all. You’ll be hard pressed to find another brand that has such a colorful and lively history. But is Ford really luxury? Depends if you think classic Mustangs or Ferrari-beating production cars (see Ford GT40) count as luxury. Is Bulova really luxury? It’s bold, it’s American, and it makes astronauts proud.



Like Citizen, this is a much more affordable brand. Not everything they make is wonderful, but everyone once in a while, the company comes out with a true gem that even the most discerning watch lover can appreciate. They also do the best job of mixing American, European, and Asian design ascetics.





Rolls Royce – Corum

While a Ferrari will make grown men tingle with excitement, there is an entirely different realm of ultra-luxury. We’re talking about the type of luxury that defines an era instead of an ideal. We’re talking about sophistication. Rolls Royce doesn’t make cars that people use as desktop wallpaper, but they do make some of the most exquisite automobiles in the world. Corum is the same way. They make exclusivity. Made from the finest materials available, Corum watches are handmade masterpieces. The brand is so obsessed with sophistication that their website shows their engineers wearing suits while working at their computers. I guess they can afford it with their Equal Salary initiative.



Still, all priming aside, Corum makes sophistication with just a little bit of edge. Just like Rolls Royce makes a proper looking car with an engine that’s powerful enough to run a helicopter. If you want a watch that will never fall out of fashion, then pick Corum.





Land Rover – Bell & Ross

Built with a purpose for a purpose, Land Rover is the luxury brand you can drive through a jungle. Bell & Ross is the watch brand that you can shove out of a plane. We’re talking about big, bold style with the guts to back it up. Bell & Ross will get you noticed. Just like Land Rover, the brand is very boxy. Some may disagree with the look, but no one can knock the performance and craftsmanship. If the zombie apocalypse comes, you’ll want to be driving a Land Rover while wearing a Bell & Ross timepiece.



Is it a little eccentric to expect such rugged performance from a luxury brand? Maybe. But Land Rover and Bell & Ross represent an ideal of precisions and strength. That ideal leads to watches that quickly become classics.





Aston Martin - Ulysse Nardin

If you want it all (rarity, performance, legacy, and sophistication), then look no further than Aston Martin. The presence of these machines is simple undeniable. The same can be said about Ulysse Nardin. There are few companies that demand as much from themselves as Ulysse. They engineer the heck out of their watches and are never afraid to take risks. Just like Aston Martin, they seem to carry the very essence of cool. Unfortunately, like Aston, they also carry a large price tag. Many of Ulysse watches cost as much as the supercars! Still, you get an exclusivity and quality that immediately launches you into the highest levels of luxury.



Aston and Ulysse offer that unique blend of excitement (like Ferrari) and sophistication (like Rolls Royce). Of course, you’ll have to pay for it.





Alfa Romeo – Piaget

I won’t blame you if you’ve never heard of either of these brands. They’re popularity resides mostly in Europe. Still, they have long traditions of creativity. Some say that Alfa Romeo tries too hard to look like other luxury brands (like the bastard child of Ferrari and Aston Martin). I could argue that Piaget is trapped between Patek Philippe and Ulysse Nardin. Still, these watches carry a very European style that is always near the height of fashion. You’ll never find a Piaget watch that seems out-of-date [although finding one with the actual date is a rarity].



Sometimes Alfa Romeo with release a car that just makes your scratch your head and wonder, “What were they thinking?” But the more you look at it, the more you’ll find yourself falling in love with the machine’s soul. The same goes for Piaget and their ceaseless creativity.





Final Thoughts

Is this list comprehensive? Certainly not. I didn’t find time to mention other wonderful luxury brands like Frederique Constant [which I'd recommend to any new collector], Movado, or Cornelius-Cie. Nor did I mention legendary car brands like Jaguar, Lotus, or Maserati. I didn’t get on my usual rant about Tissot [don't get me started]. I could’ve also spent hours talking about boutique brands like Magrette, March LA.B, or JS Watch Co. [check them out!]. What about designer watches, like Gucci, Nixon, and Tiffay? Those sound like topics for future articles.



Please, give me feedback through comments. Also, you may repost this article anywhere you want as long as you include my initials at the bottom. And if you have any other car-to-watch comparisons, please comment those. I’d love to see what you can come up with!



Thanks for reading,



-BDG