Luxury doesn’t have to mean unattainable. Here are some of the most affordable luxury watches and the brands that make them.
Finding some of the most affordable luxury watches can be hard to do. Typically, luxury watches cost an arm and a leg. There’s a reason why.
When you experience any measure of success in life, the natural human response is to mark it with a luxury item. Take, for example, a high-end watch.
Luxury watches are symbols of affluence, success, wealth, and good style. They show the world you’ve done well in life (unless you’re lucky enough to inherit one for nothing!).
But it’s no joke — watches are expensive, even when you’ve come into a little bit of money. It takes time to find the right timepiece and the right price.
For some, starting with an affordable luxury watch is the stepping stone they need to kickstart their watch-collecting journey.
Here’s how to climb the luxury watch ladder. I’ve listed some luxury watches that are affordable.
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The Most Affordable Luxury Watch Brands
Affordable luxury watch brands are out there; it’s just a matter of knowing where to find them. This guide will help you. Here are five of the most attainable watch bands and the reasons why they’re so reputable.
Oris
Oris, also known as the Red Rotor brand, has specialized in affordable luxury since 1904. What I love about the brand is that it always pursues its promise of uncompromised quality.
The brand specializes purely in mechanical timekeeping, which means that even the lowest price range promises value for money.
The company is famous for creating legendary designs like the diver-friendly Aquis Date and the timeless Big Crown Pointer Date.
Being a leader in watches for diving and aviation like the ProPilot and Divers Sixty-Five means one thing. Oris is always at the forefront of technical innovation!
Today, Oris is one of very few remaining independent Swiss watchmakers. It still resides in the building its founder began in. Oh, and you can quickly identify an Oris watch. Flip it over to expose its signature red rotor, which Oris has been crafting in its ateliers since 2002.
Grand Seiko
As far as Japanese watch brands go, you won’t find a better quality timepiece than a Grand Seiko watch. Master craftsmen at the company have been making exceptionally refined timepieces since the 1960s. Functional, beautiful, and pure in design – every watch from this manufacturer screams quality.
Those who value perfection will appreciate the finer details of a GS watch. From its many intricate dial textures to its clean, sharp, angular finishes and razor-like dial elements – these watches are special.
Grand Seiko draws from two elite teams to craft its timepieces. While its Micro Artist Studio is where its Spring Drive movements come to life, Atelier Ginza creates the other movements.
However, if you’re looking for watches rich in artistic beauty, look towards Grand Seiko’s Masterpiece Collection. The designs in this line reflect the brand’s eternal values in traditional watchmaking.
Here, you can appreciate the values that Grand Seiko underpins every day. This collection’s timepieces take inspiration from the world’s natural wonders and the changing seasons.
Longines
Longines prices its watches at the lower end of the spectrum, making them one of the most affordable companies to trust.
The concern with cutting costs when it comes to buying watches is compromising on quality. But Longines uses some of the industry’s finest materials to craft its exceptional timepieces. Reliable Swiss-made movements sit inside robust stainless steel or titanium cases. These cases have sapphire glass fronts and superior water resistance.
Longines has an extensive collection of dive watches named the Hydroconquest, not to mention an array of elegant dress watches.
Models from the Master collection feature complications, while simple designs are available throughout the Conquest line. Either way, Longines watches begin at around $2k and go up from there.
Nomos
Nomos is a German brand that excels at crafting quality timepieces that look and feel indulgent. Its prices are attainable, and the overall result of every design looks expensive.
Nomos’ recognizable designs feature Bauhaus influences, evoking a clean and precise aesthetic. Nomos should be your next purchase if you want clarity in a dial.
Ever since the brand launched its first in-house movement in 2005 – the Alpha Caliber – Nomos has gone from strength to strength.
The Saxonian watchmaker and its artisan manual and automatic movements are a real treat to explore in full. From the classic Tangente to the modern Minimatik, Metro, and Ludwig, you can have a field day exploring this brand.
Nomos watches start at around $2000 and stretch to $10,000 or more, depending on the designs and materials.
TUDOR
TUDOR is a more affordable alternative to Rolex. The manufacturer began crafting timepieces in 1925, yet it was the iconic Black Bay that put it on the map.
Tudor began its life using Rolex bracelets, movements, and materials. Its Oyster Prince watch arrived in 1852, forming the inspirational backbone of the modern Black Bay collectible.
Although its role involved producing watches for the military, TUDOR has come a long way in forging its own identity.
The brand’s purpose was to produce timepieces of a quality on par with Rolex but more affordably. Take a look at the Black Bay model I recommend below and tell me they haven’t succeeded.
5 Affordable Men’s Luxury Watches
So, now you have a good idea of the most affordable luxury watch brands out there. It’s time to take a look at these five affordable men’s luxury watches.
TUDOR Black Bay Ref m79830rb-0001
As I mentioned, TUDOR is the sister brand to Rolex but creates high-end timepieces for a fraction of the price. Similar to popular icons like the Submariner, the Black Bay is the company’s most popular neo-vintage watches for diving.
One of the nicest examples of the TUDOR Black Bay (though there are many) is the ref M79830RB-0001. It features the covetable Pepsi bezel that Rolex fans go wild for.
This doesn’t just suffice as a dive tool. Thanks to its GMT complication, this TUDOR Black Bay is a handy travel tool.
One of the most identifiable features of the Black Bay is the “Snowflake hands” that TUDOR introduced in the 1960s. Settling for a Black Bay isn’t a compromise for those who have always longed for a Rolex Sub. It’s just as good!
This design includes an in-house movement, a solid Oyster-like stainless steel bracelet, and a screw-down crown. These are just some of the many desirable features found within the rugged, retro dive watch collection.
For some perspective, the retail price of the Rolex Sub averages at around $10k, but there are a few cheaper options. (Here are some of the cheapest Rolex options.) This TUDOR Black Bay GMT watch with a Pepsi bezel costs around $5k.
Grand Seiko “Snowflake” SBGA211
Grand Seiko stands out for its unique, age-old Zaratsu case polishing technique and hand-applied dials.
The Grand Seiko “Snowflake” is an exceptional timepiece. It’s also a great example of the brand’s unique flair for design. The “Snowflake” watch takes inspiration from the crisp, snow-dusted Hitaka mountains.
These form a backdrop to the brand’s Shinshu Watch Studio. Pockets of light illuminate this dial, creating a mesmerizing shimmer.
Shadows cast across the display also enhance the sharp faceted angles of the hands and hour markers. They allow the blue accents on the power reserve display and the second hand to pop.
For around $6400, you can also enjoy the mechanical complexity of one of Grand Seiko’s finest mechanical innovations — the revolutionary Spring Drive. This is an extraordinary Seiko movement.
Grand Seiko experts chose high-intensity titanium for this model, equipping it with dual-curved sapphire glass. A titanium bracelet with a three-fold clasp beautifully completes the high-end feel of this watch.
Oris Aquis Date Caliber 400 Ref 01 400 7769 4135-07 8 22 09PEB
Get yourself an affordable dive watch for under $4k from Oris if you haven’t already. Trust me! The watch features an independent movement and a selection of robust materials for plenty of underwater exploration.
This is a steel model measuring 41.5mm, so you’d probably be able to wear this watch if your wrist measures 7-7.5 inches.
When you buy an Oris watch, you get a quality steel bracelet, that’s for sure. Oris executes everything beautifully with this watch. Consider the robust links and the refined folding clasp stamped with the iconic Oris name.
I love the deep blue-black gradient dial of this Oris Aquis Date watch—another high-end feature that screams quality craftsmanship. This Oris Aquis Date package includes the in-house Caliber 400, safely secured inside a 300-meter water-resistant case.
It also features a unidirectional rotating bezel for tracking time underwater and an extendible clasp for wearing with diving gear.
NOMOS Lambda Ref 954
If there is one brand that defines affordable luxury, it has to be Nomos. This is perhaps my favorite watch brand.
The brand’s German heritage is one of the most appealing aspects of owning a Nomos. Nomos isn’t a Swiss hard-hitter. The independent German Maison creates watches in its own way, implementing its timepieces with special in-house components.
How many other brands do you know that make their escapement? Not many!
This Nomos Lambda watch is one of the company’s most expensive innovations. But sometimes, it takes a pricier model to highlight where you can appreciate its value most.
Ref. 954 makes a big impression with its beautiful galvanized black velvet dial and ruthenium-plated appliques.
The Lambda family is home to models with sunbeam polishing techniques, hand-bevelled edges, and gold chatons. They are truly stunning timepieces to own.
Despite adding technical appeal with a power reserve filling the northern hemisphere of the dial, the Lambda is surprisingly simple.
This 39mm model is perfect for those with smaller wrists. Its gently curved 18ct rose gold case holds the Calibre DUW 1001 inside its proportions. The movement, with two barrels, guarantees 3.5 days of power reserve.
The details on the dial look as delicate and fine as a pencil sketching, and I think that’s what I like most about Nomos watches. Each timepiece has a beautiful crispness.
For its price tag of under $15k, more collectors should get involved in what the German brand Nomos offers.
Longines Spirit Zulu Time 39 Ref L3.802.4.63.2
Taking inspiration from Zulu watches of 1925, the Longines Spirit Zulu Time is a watch for pioneering aviators. But if you aren’t one of those, maybe you just love the pilot details of this dual time zone watch. Plus, it’s pretty handy if you travel frequently.
What makes this Longines Spirit watch so great, aside from its affordable price tag, is its compact 39mm case. Watches are indeed returning to smaller sizes.
And in this design the 39mm Longines Spirit looks even more faithful to the original vintage models it takes inspiration from.
This model in stainless steel features a brushed case and polished bevelling. The watch also comes with 100-meter water resistance and a legible black dial. Beige markers and hands are in an old-style Super-LumiNova material, to assist with legibility.
Longines experts equip the GMT watch with a brown leather band to comply with a retro aesthetic, but you can also enjoy it on a steel bracelet.
FAQs
These FAQs will help you focus your search when deciding “Are luxury watches worth it?”.
What is the most affordable luxury watch brand?
There are many brands in the “affordable luxury” category, and it’s a competitive space right now. Examples include Longines, Oris, TAG Heuer, Grand Seiko, Nomos, IWC, and Hamilton.
What is considered an entry-level luxury watch?
An entry-level luxury watch is a timepiece that unlocks the gate to high-end watches with an affordable price tag.
Which luxury watches hold their value the most?
Not all luxury watches hold their value, even expensive ones. Those that do appreciate include the Audemars Piguet Royal Oak, the Patek Philippe Nautilus, and several Rolex watches.
In a Nutshell
It’s reassuring to know that some of the most affordable luxury watches come from highly respectable names. Watches from brands you can trust can come at a hefty premium.
Remember, however, that cheap luxury watches don’t necessarily mean poor quality. Some of the most affordable luxury watches are great buys.
Most can offer just as much in terms of materials and technology as some of the most expensive in history. Hopefully, this guide has given you some food for thought when looking for affordable watches.
What’s your favorite affordable luxury watch brand or timepiece? What did you pay for it? Was it a bargain find, and is it worth more in the pre-owned market now? Let me know in the comments below!
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