The 10 most iconic watches in 2025

Rachel Furusawa
Feb 1
3 min read

Buying a single watch or building a small collection? These ten models are the ones most often recommended for good reason: they’re versatile, historically important, and hold their appeal year after year. Below you’ll find when to wear each watch, a brief history that matters to collectors, and what makes it special.

Rolex Datejust
Occasion: everyday, office, formal events.
Why it matters: launched in 1945, the Datejust was the first automatic wristwatch with an automatic date change—an instantly useful complication—and has become Rolex’s most recognizable dress/sport hybrid. Its timeless design (including the Cyclops date lens) makes it a reliable choice that pairs with everything.
Omega Seamaster
Occasion: sporty use, diving, casual and smart-casual wear.
Why it matters: introduced as a rugged water-resistant family, the Seamaster line has deep links to professional diving and long heritage in tool-watch performance. It’s practical, widely serviced, and available in many sizes and finishes.
Patek Philippe nautilus
Occasion: smart casual to formal, collector-grade wear.
Why it matters: designed by Gérald Genta and launched in 1976, the Nautilus created the luxury steel sports watch category. Its sporty elegance and Patek’s finishing make it a prized piece for collectors, and certain references have seen dramatic secondary-market demand.
Cartier Santos
Occasion: daily wear, office, and dress occasions.
Why it matters: one of the first wristwatches designed specifically to be worn on the wrist (for aviator Alberto Santos-Dumont), the Santos mixes geometric, wearable design with strong brand heritage. It’s a classic for those who prefer a square/rectangular aesthetic.

Audemars Piguet Royal Oak
Occasion: statement everyday wear and smart events.
Why it matters: the 1972 Royal Oak (another Genta design) introduced the luxury sports watch in a bold, integrated-bracelet steel case. Its octagonal bezel and finishing are instantly identifiable; it blends sporty presence with haute horlogerie finishing.
Breitling Navitimer
Occasion: aviation, chronograph lovers, casual to sporty wear.
Why it matters: born in 1952 for pilots, the Navitimer’s slide-rule bezel and chronograph made it a functional cockpit tool and a style icon. It’s prized by enthusiasts who like the technical look and history of pilot’s watches.

Tudor Black Bay
Occasion: everyday and sport, especially diving and casual weekends.
Why it matters: inspired by Tudor’s mid-century dive models, the Black Bay modernized vintage cues into a robust, accessible mechanical watch with in-house calibres—great value for newcomers and experienced collectors alike.
IWC Pilot (pilot’s watch)
Occasion: casual, aviation-inspired wear, everyday use.
Why it matters: IWC’s pilot watches trace back to practical cockpit instruments from the 1930s. They emphasize legibility, durability, and tool-watch roots—ideal for those who prefer functional design with history.
Jaeger-LeCoultre Reverso
Occasion: dress and formal wear; also for collectors who like Art-Deco aesthetics.
Why it matters: created in 1931 with a reversible case to protect the dial during polo matches, the Reverso is a design classic. Its rectangular shape and elegant lines appeal to buyers looking for something refined and distinctive.
Tag Heuer Carrera
Occasion: motorsport-inspired, sporty-elegant everyday wear.
Why it matters: introduced in the 1960s for racing drivers, the Carrera is built for legibility and sporty function. It’s a strong choice for those who like motorsport heritage and a clean chronograph layout.

Why these watches still matter ? Each of these models isn’t just a popular design — they carry practical value (robust movements, service networks), historical significance (design firsts or tool origins), and broad appeal (suited to many occasions). For a first watch, pick the model that matches your lifestyle—dress, sport, or everyday—and consider service availability and size. For buyers and collectors, these watches are reliable entry points into serious watchmaking.