Look, I’ll say it: watches, in my experience, tend to be either over-hyped or overlooked. An incredibly intimidating brand of menswear, if you don’t know anything about classic men’s watches, it can feel impossible to find entry-level information about the oft-obsessed-over men’s status symbols.
That, dear reader, is where I come in. I have little time for the oh-so-sacred approach to wrist candy, and I’m here to break down the basics for you.
Here’s what you actually need to know – much like how a good sommelier will tell you that any wine you actually enjoy is a perfect wine for you, any watch you are naturally drawn to is a good watch.
As I endlessly preach in my career as a style writer: you should wear what you feel your best in, and watches are no exception to that rule.
Read more: Best watch brands you may not have heard of for the discerning timepiece wearer
That said, if you’re looking for a pointer as to some of the biggest names in the watch biz, you’ve come to the right place. Everyone’s heard of Rolexes and Patek Philippe, but there’s so much more to the big wide world of horology than just those uber brands.
You can spend a little or a lot (like, a house deposit kind of ‘a lot’), but an investment in one of the five brands I’ve picked out below is an investment you can rely on.
Whether you’re operating with a bulging budget or a slimmer one, there’s something for every wrist in this selection.
Omega
You’ll quickly find, when delving into the world of watches, that a whole lot of the most prestigious ones are derived from Switzerland. One of the most notorious among that gang, Omega is world-renowned for its innovation and mass presence in pop culture.
The dive watch of James Bond and the historical creator of the "Moonwatch" worn on the Apollo missions, Omega has more than carved out its place in history books since its inception in 1848.
The most emblematic models from Omega are the Speedmaster, the Seamaster, the Constellation, and the De Ville. Investing in these will set you back anywhere from £3,000 to £10,000, depending on age, pre-ownership, and materials used.
Casio
Now, here’s where I get a little biased. Casio is one of my favourite brands on the market, for the simple reason that it’s cool, sleek and perfectly understated. This is the nonchalant cool-guy of the watch world.
A Japanese brand, Casio is celebrated – as much of Japanese fashion design is – for its intersection of innovation, function and simplicity. Primarily digital but with some analogue options, Casio’s collections brim with retro-inspired styles and are known for helpful everyday features such as water resistance, alarms and long-lasting battery life.
Piaget
Another Swiss output, Piaget is the watchmaker and jeweller known for its creations combining minimalism with punches of vibrancy and colour – because the endless sea of sterling silver and platinum watches with jet black faces isn’t for everyone.
Blending traditionalism with decadence, Piaget is one of the greats when it comes to watches as status symbols, favoured by a long list of royalty, artists, and A-list celebrities – most notably Andy Warhol, Jackie Kennedy, Elizabeth Taylor, and Miles Davis were all fans.
Citizen
Citizen has one of the most diverse portfolios out there in the watch world right now, with everything from leather dress watches, braceleted dive watches and bulky chronographs all getting their place amid the selection.
That said, the trait that ties the classically-themed collections together is the brand’s dedication to society above all else. Citizen was an early pioneer in advocating for forward-thinking designs that utilise sustainable and eco-friendly elements. Launching the first light-powered watches with proprietary Eco-Drive technology way back in 1976, Citizen is an easy choice for the watch fiend with an eco mindset.
TAG Heuer
Acquired by LVMH in 1999, TAG Heuer is a veritable monarch in the field of classic men’s watches... and thereby often accompanied by one of the biggest price tags in the business.
Founded in 1860 by Edouard Heuer in St-Imier, Switzerland, TAG Heuer is primarily famed for its avant-garde, precision and bold style as well as its ties to the world of racing and Formula 1. The first luxury watchmaker to sponsor F1 drivers and teams, TAG is perhaps best known now for its long-standing partnerships with McLaren and Oracle Red Bull Racing.
That said, it looks good on the wrist of just about anyone, whether you’re driving a McLaren or a Ford Fiesta, like yours truly.
