Top 5 most luxury watches in Switz

The watchmaking industry’s links to Switzerland are no secret. The country produces around two-thirds of the world’s luxury watches during any given year thanks to centuries of expertise and specialization, creating an unstoppable force of momentum and inertia. That means if you want to produce a luxury watch, the best place to do it on the planet is Switzerland. So, while the country’s watchmakers are busy building all of these watches, what watches are the Swiss people busy spending their hard-earned money on? We dug deep into our very own sales data to figure out what five watches (we chose the top performing watch per brand) above the budget of EUR1,000 the Swiss just can’t get enough of.

My Guesses

Before we dive in, and before I see the actual data, I thought it would be a fun idea to think of the brands that I expect to see in the top five. Obviously, I expect to see at least one watch from Rolex and probably one from Tudor. I don’t expect to see any watches from foreign brands like Grand Seiko, or watchmakers who produce relatively small volumes like Patek Philippe. So, who else will probably find themselves in the top 5? Probably a mix of semi-affordable brands like Breitling, Omega, TAG Heuer, Panerai, Cartier, and Longines—if none of them are there, I would be shocked. So, without further ado, let’s dive into our top 5.

5) TAG Heuer Monaco Calibre 11 ref. CAW211P.FC6356

TAG Heuer Monaco Calibre 11 CAW211P.FC6356

Starting off with a watch I certainly didn’t expect to see in the top 5, we have the TAG Heuer Monaco ref. CAW211P.FC6356. While the Monaco is an icon in just about every way possible, I would have guessed that watches like the Aquaracer or Carrera would beat it out into our top five, but alas here it is—and it’s the one to have, in my opinion. Boasting the iconic square case made from stainless steel, TAG’s tried-and-tested Cal. 11 automatic movement, the Monaco’s signature blue bicompax dial with two white rounded-corner square subdials, and a plethora of red accents, this is what the Monaco is supposed to look like—and the Swiss clearly agree. While I am surprised to see it as TAG Heuer’s entry into the top 5, I’m not surprised that it’s a popular choice nonetheless.

4) Tudor Black Bay GMT ref. 79830RB

Tudor Black Bay GMT ref. 79830RB

We all knew they’d be here, didn’t we? Again though, much the same with how TAG Heuer’s entry has surprised me, Tudor’s has too. I would have expected a Black Bay 58 variant to feature on the list, but alas, it is the Black Bay GMT. I suppose the Swiss are bigger travelers than I had given them credit for, and they obviously like doing it in style, so they opt for the Black Bay GMT ref. 79830RB with its red and blue ‘Pepsi’ bezel insert, understated black dial, and faux-rivet bracelet—which does seem to split opinion, but it’s better in real life on your wrist than I would have ever given it credit for before I actually tried it on. So, with its GMT function, overall wearability, and stylish ruggedness, this entrant on our list is quite the smart option.

3) IWC Pilot’s Chronograph ‘Le Petit Prince’ ref. IW377714

IWC Le Petit Prince Chronograph Pilot IW377714

A lot of watchmakers struggle to hone in on a singular identity that encompasses what the brand is about. One brand that absolutely does not have that problem is IWC, with their Pilot’s Chronograph, which is everything they stand for in a singular timepiece. Boasting a beefy 43mm stainless steel case, a functional array of complications such as its chronograph, the day, the date, and a super-legible dial with large luminous Arabic indexes, the Pilot’s Chronograph is utilitarianism personified.

Additionally, the ‘Le Petit Prince’ edition ref. IW377714, inspired by and in celebration of Antoine de Saint-Exupéry’s famous children’s book of the same name, is the third most popular watch bought by the Swiss—perhaps partly due to its charming sunburst blue dial, making it the most visually impressive.

2) Omega Speedmaster Reduced ref. 3510.50.00

Omega Speedmaster Reduced 3510.50.00

The Omega Speedmaster really doesn’t need much of an introduction. It’s probably one of the most iconic watches ever, but the Speedmaster Reduced is a slightly different proposition to the regular Moonwatch. Interestingly, the Speedy Reduced ref. 3510.50.00 outsells the Moonwatch in Switzerland by such a margin that it makes it to #2 on our list. Boasting a 39mm stainless steel case instead of the Moonwatch’s 42mm case, and an automatic ETA movement instead of the typical manual-wind Lemania-based movement, the Speedy Reduced swaps historical accuracy for convenience that the Swiss clearly appreciate.

With a slightly redesigned dial to accommodate its subdial arrangement and Arabic numerals underneath its indices, the ref. 3510.50.00 is all about wearability and legibility—making it a superb choice for someone who wants the Speedy’s aesthetic and vibes without having to pay a higher price tag for historical accuracy that they might not value as much as the staunch Omega Speedmaster purists.

1) Rolex Datejust 36 ref. 1601

The Datejust ref. 1601

It was never in doubt, was it? Rolex was always going to top the list, and interestingly the watch that took them to the number one spot is by far the oldest on the list: the Rolex Datejust ref. 1601. Launched in 1959 and produced until 1980, the ref. 1601 is the Datejust reference upon which the Datejust has become a household name and icon.

Offered across a plethora of different material combinations, dial configurations, movement calibers, and bracelet and bezel options, the ref. 1601 is not a singular watch but rather a collection of thousands of variants. So it is understandable how it was able to make its way to the top spot on our list—but that doesn’t mean it’s not a deserving winner.

With its vintage charm, iconic aesthetic, and undeniably good value relative to its modern counterparts, it is a must-have for every watch collector to own and enjoy at least once in their life—and the Swiss clearly agree. Otherwise, it wouldn’t be our best-selling watch in the home of all things luxury watches.