How to choose your first luxury watch Part 2 - Beginner’s guide to buying a luxury watch

Buying your first luxury watch can feel exciting — and a bit intimidating. Between mechanical, automatic, or quartz movements, dozens of brands, and thousands of models, it’s easy to feel lost. But the process can be much simpler once you know what to look for. Below are six key steps to help you make a confident and rewarding choice.

1. Define your purpose

Start by asking: why do I want a watch? Is it for everyday wear, business meetings, weekends, or a special occasion? Your goal will help you decide between sporty, elegant, or classic models.

Rolex Datejust

For men (examples):

• Everyday: Rolex Datejust 41, Omega Seamaster Aqua Terra, Tudor Black Bay 58, Cartier Santos, Grand Seiko “Snowflake”

• Sporty: Audemars Piguet Royal Oak Offshore, Panerai Luminor Marina, TAG Heuer Carrera, Blancpain Fifty Fathoms, Richard Mille RM 67-01

• Dress: Jaeger-LeCoultre Master Ultra Thin, Vacheron Constantin Patrimony, Patek Philippe Calatrava, A. Lange & Söhne Saxonia Thin, Breguet Classique

For women (examples):

• Everyday: Cartier Ballon Bleu, Omega Constellation, Rolex Datejust 31, Chanel J12, Chopard Happy Sport

• Elegant: Piaget Limelight Gala, Breguet Reine de Naples, Jaeger-LeCoultre Reverso One, Vacheron Constantin Égérie, Patek Philippe Twenty~4

• Jewelry-style: Richard Mille RM 07-01, Chopard Imperiale, Harry Winston Premier, Bulgari Serpenti, Van Cleef & Arpels Alhambra Watch

  
  

Rolex Datejust 31

2. Set a budget range

Luxury watches can range widely in price:

• Entry-level (under CHF 3,000): Longines, TAG Heuer, Rado, Baume & Mercier

• Mid-range (CHF 3,000–10,000): Tudor, Omega, Cartier, Breitling, Panerai

• High-end (CHF 10,000–30,000): Rolex, IWC, Jaeger-LeCoultre, Blancpain, Chopard, Piaget

• Ultra-luxury (CHF 30,000+): Patek Philippe, Audemars Piguet, Vacheron Constantin, A. Lange & Söhne, Richard Mille, F.P. Journe

It’s best to set a clear budget before you start — it will help you focus on the best models within your range.

3. Match the watch to your lifestyle

Your watch should feel natural on your wrist and suit your habits.

For men:

• Active lifestyle: Omega Seamaster Diver 300M, Tudor Pelagos FXD, Panerai Submersible, Blancpain Fifty Fathoms

• Business / formal: Patek Philippe Calatrava, Vacheron Constantin Traditionnelle, Cartier Tank Louis, A. Lange & Söhne Lange 1

• Casual: Rolex Explorer, IWC Pilot’s Watch Mark XX, Grand Seiko Heritage, TAG Heuer Monaco

  
  

For women:

• Professional: Cartier Panthère, Rolex Lady-Datejust, Jaeger-LeCoultre Rendez-Vous, Omega Aqua Terra 34 mm

• Elegant: Piaget Possession, Chopard L’Heure du Diamant, Breguet Reine de Naples, Vacheron Constantin Égérie

• Casual / fashion: Chanel Première, Hermès Nantucket, Bulgari B.Zero1

  
  

4. Size, shape, and comfort

The most important thing is that it feels right.Men’s watches are often 36–42 mm, women’s around 26–34 mm, but style is personal.

• Round watches: classic and versatile (Rolex Datejust, Omega Seamaster, Jaeger-LeCoultre Master)

• Square or rectangular: refined and elegant (Cartier Tank, Jaeger-LeCoultre Reverso, Hermès Cape Cod)

• Sporty or bold: larger and modern (Audemars Piguet Royal Oak, Richard Mille RM 010, Hublot Classic Fusion)

  
  

5. Choose the movement

• Quartz watches use a battery — reliable, low-maintenance, and precise.

• Automatic or manual watches are mechanical — no battery, just gears and springs. They require more care but have real charm and craftsmanship.

If it’s your first watch, automatic models like the Omega Seamaster Aqua Terra, Cartier Ballon Bleu, or Rolex Oyster Perpetual are a great start.

6. Service and aftercare

Luxury watches are made to last a lifetime — but they need care. Most brands recommend a full service every 4–8 years.

Brands like Rolex, Omega, Cartier, Patek Philippe, and Jaeger-LeCoultre all offer strong after-sales support, so you can maintain your timepiece easily anywhere in the world.

In summary

Your first luxury watch doesn’t need to be the most expensive one. It should simply reflect who you are and what you value — style, precision, heritage, or simplicity.

Whether you fall for the timeless elegance of a Patek Philippe Calatrava, the modern confidence of a Cartier Ballon Bleu, or the sporty refinement of a Tudor Black Bay, the right watch will feel like a perfect fit — every time you look at your wrist.