Explore Brands by Category
Elite
Exceptional timepieces from brands with deep pedigree, consistent technical achievement, and powerful brand identity. Elite brands may not reach the rarified air of the Pinnacle tier, but they often offer better value, modern innovation, and wide enthusiast appeal.
Prestige
Elegant design, recognizable names, and established reputations — this category is where luxury becomes accessible. Prestige brands balance heritage and scale, offering stylish, reliable, and desirable watches often seen as aspirational first purchases.
Refined
No-nonsense excellence. These brands emphasize durability, legibility, and precision in purpose-built designs. Expect purposeful engineering — tool watches, field pieces, pilot watches, and resilient dailies that can take a beating and look sharp doing it.
Aspire
A space for ambitious brands — some new, some historic — that punch above their weight in originality, value, or collector cachet. Aspire brands may not dominate marketing budgets, but they dominate enthusiast forums. They innovate, iterate, and inspire.
Passion
The Passion category highlights brands that spark emotional connection through heritage, innovation, or sheer devotion to the craft. From bold independents to heritage-driven houses, these are the makers that inspire loyalty and admiration through character, craftsmanship, and a deep devotion to horology.
Essential
Reliable, affordable, and function-first. These are your go-to brands for honest workhorse watches. They might not get Instagram buzz, but they are the backbone of the industry — quartz beaters, entry-level autos, and everything in between.
Fashion
Form before function — but when done right, fashion-forward watches can still surprise you. These brands emphasize aesthetics, trend awareness, and lifestyle branding. Sometimes design-heavy, sometimes license-driven — but always visually intentional.
Smart
Connected, data-driven, and adaptive. This category includes smartwatches, hybrids, and digital-first wearable tech. From Apple to Garmin to hybrid Swiss smartwatches, this category tracks your life as well as the time.