Affordable Luxury Watches Exist! Here Are Some Brands & Models That Won’t Break The Bank!
More often than not, we are literally bombarded with objects marketed under the title “affordable luxury”, which generally, while affordable, cannot really be defined “luxury”.
But this is not the situation in watches. You might believe it or not, but this niche, a bit surprisingly, exists — and it is not us who are saying it, but it is the prestigious Federation of the Swiss Watch Manufacturers which publishes yearly a report which details the state of the industry and its future trends.
Swiss watches, in this survey, are divided into four separate groups. We start from the fashion watches, under 200 CHF (~$200). Then we have the entry-level watches, between 200 ($~200) and 500 CHF (~$500).
Then we step into the territory of affordable luxury watches, from 500 CHF (~$500) to 3.000 CHF (~$3,000). Over this, there is the so-called “haute horology” niche, stretching up to infinity.
Of course, this is an official definition, and your own limits for the affordable luxury watch category could vary with your own parameters — but we think that this kind of watch, more than having some artificial limits based on a fixed value, lies more in a category of your mindset.
So, let’s return to our affordable luxury segment: it is the place where the brands find the hardest to conquer mindshare and sales from the public. And in brief, the data confirm that the first two categories are diminishing in volume, while the last two are expanding — at rates of around 8% per year, in 2018.
This means that people worldwide are starting to “up-buy”. They invest much less of their money in cheap watches, and instead buy more costly watches — such as our “affordable luxury” niche is the one getting lots of attention. And as the median price of the average Swiss watch is 823 CHF (~$823), it sits squarely in this place: the quintessential Swiss watch is the affordable luxury one.
So, this bit of information makes us understand that our famous “daily beater” is — by all counts — the true star of the Swiss watch industry. If not in price, in volumes (and we are talking about huge quantities here, as the annual production of watches lies around the 1.2 billion units count). And this fact alone defines its importance.
Why wear a good beater?
Let’s be very practical: even if someone owns one or more, not everyone on the surface of the Earth goes grocery shopping with a Patek Philippe strapped on their wrist or wears a Rolex Daytona when they run on the track field so to monitor their performances.
There are situations in life when you have to look sharp, but not overly so, and discretion is the best part of the game. So, you need a watch that looks smart but not overly showy.
And an understatement, in our books, goes a long way to define you and your character, we think that a good watch could do much for this as your favored wingman.
Ideally, a good daily beater can be worn all day long, for every situation, from the most casual to the more formal, without looking out of place somehow. So, it should be at ease when you are choosing the best tomato in a grocery store as well as sitting discreetly on your wrist in your office meeting room dealing with your clients — and maybe having a drink together afterward at your favorite club.
You could find watch models which would be better suited to — say — formal occasions than your beater, but for sure, they would not perform as well on other occasions. So, this is why a good beater is an essential tool to have on the wrist for the perfect modern gentleman (or lady).
What to look for in a good daily beater?
As we enter into this niche, we find that the inherent values of the watch just get a bit higher, sometimes in very subtle ways — because details, in a way, make perfection.
The cases get more detailed, and often, different finishes with matt and shiny polishings on different elements.
More often than not, the glasses become sapphire-made and coated with anti-reflective treatments to help reduce the glare and give better readability.
The movements, which in lower-end watches were hidden inside the cases, are often visible through the glass backs, and as such, are finished to a high degree with motifs like the Cotes de Geneve, circular and sunray graining, and perlage.
The single elements inside the movements are also of a better make: for instance, the screws are thermally treated so to assume a particular color, like blue.
The dials are made with better techniques, and often display applied indexes and markers, sometimes made in precious metals.
And there is more attention also to other ancillary elements, such as the watch wristband or bracelet, which often feature better closures as well as more quality in their making.
In some instances, the movements are adjusted so to get a Chronometer specification, which means that the watch is extremely precise, having a maximum daily variation from exact timing of -6/+4 seconds. And this certification, performed on Swiss watches by an institute called COSC, adds to the cost of the watch.
As you can see, there is really no single aspect which makes a watch belonging to the entry-level or the affordable luxury: this is a situation stemming from a concurrent happenings of tiny little things which get the timepiece overall “better”. And as wearing a watch is a personal pleasure, and not just a way to keep track of time, we are sure you can sympathize with this kind of feeling.
A lineup of the best beaters
Here follows a selection of watches which could be fit for the category of the beaters — or the affordable luxury watch, if you prefer. As you will see, you will find many varieties, but with a couple of features they have in common:
– They are all-around watches, suitable for almost every activity
– They are quite affordable, so every John Doe could get them without emptying his bank account
Regarding the eternal debate between quartz and mechanical, you would find both here. Not because one kind of movement is inherently better than the other: because everyone has their own preferences and requirements. For some, having a watch which is precise and that you can grab and go, without having to check it, wind it and adjust the time, is more important than owning one with a beating mechanical “heart”.
Being a sort of compromise between many calls, the end result is that means that most of the times, the case of the perfect beater will be in stainless steel, the most equalitarian material there is, and the style would be a sort of middle ground between classic and sporty — a sort of jack of all trades in horology.
With some noteworthy exceptions, as we will see.
Movado
Movado traces its roots to Switzerland, where it was founded as LAI Ditescheim & Freres SA in 1881 in La Chaux-de-Fonds, by Léopold Achille Isidore Ditescheim.
In 1905, the company changed its name to Movado (“always in motion, in Esperanto), and marketed some very interesting watch models, like the Ermeto travel watch, and the famous Museum watch, which belongs to the permanent design collection of the Museum of Modern Arts of New York.
In 1983, the company was purchased by a USA company, the North American Watch Corp, founded by Gedalio Grinberg, a Cuban-born Jew, who fled Fidel Castro’s Revolution in 1960 with his family. His son, Efraim Grinberg, is the current Chairman and Chief Executive Officer of the group.
Movado manufactures a nice line of watches of varying price ranges, beginning with the very affordable up to the exclusive.
Movado Stainless Steel Black Dial 606555
Where minimalist design encounters a timeless inspiration, this is the place where the Movado style excels.
This model takes the pure aesthetics of the Museum watch, with its signature silvery dot at twelve, and presents them in a solid water-resistant stainless steel case mounted on an integrated stainless steel bracelet, secured on the wrist with a deployment clasp.
The watch mounts a Swiss made quartz movement, powering its two hands across the black dial, for very precise timekeeping.
Movado Edge Black Aluminium Dial 3680007
A black presence at your wrist, featuring a subtly mesmerizing array of differently polished surfaces is the sign of the Movado Edge.
This watch, with its sultry dark countenance, is sure to be a stunner. Its stainless steel case, ion-coated in a black shade, seamlessly morphs itself into the matching bracelet, secured to the wrist with a deployment clasp. It is powered by a Swiss made quartz movement and water resistant up to 30 meters.
Movado Parlee 606929
A handsome and assertive timepiece, the Parlee evokes in its lines and subtly shaded colors, spanning the palette of the greys, the racing car instruments — and complements them with a textured dial and a matching case and bracelet made in titanium, water resistant up to 30 meters.
It mounts a Swiss made chronograph movement which features central hours, minutes and chronograph seconds, small seconds, 30-minute and 10-hour chronograph counters, plus date
Maurice Lacroix
Maurice Lacroix is a brand of watches belonging to a company named Desco, which was mainly involved in the distribution business. Desco was founded in 1889, and set up the brand in 1975 when it expanded its private label watches production for third parties business.
By 1980, Maurice Lacroix had become so successful that the company stopped working for third parties, and continued to manufacture its own lines and distribute them globally. As of 2006, the company has started also to manufacture its own movements as well.
Today, the Maurice Lacroix company markets its watches in more than 60 countries all over the world. Their watches are characterized by their very good value for the price ratio, and the brand is gaining a place inside most watch lovers hearts.
Maurice Lacroix Masterpiece MP6707-SS001–112–1
The Masterpiece tells you everything just by its name!
It is a superb combination of wearability and aesthetics, mounted in a perfectly balanced stainless steel case. The immaculate white dial displays the Roman numerals which give this timepiece a somewhat classy inspiration, together with the date on two separate discs, and the second timezone counter mounted in a central subdial at six.
The three hands are powered by an ML 129 automatic movement, a 25 jewel movement based on an ETA 2892-A2 design fitted with a GMT module, which beats at 28,800 bph and offers a power reserve of 42 hours. The watch is water-resistant to 50 meters.
Maurice Lacroix Les Classiques LC6158-SS001–130–1
The vintage vibe beats deep into modern watchmaking, and this perfect chronograph from the Maurice Lacroix watchmaker is a proof of its relevance.
There is nothing inside this watch except for a sense of timeless elegance that makes it a perfect fit for every occasion, from the most casual to the most exclusive. A lovely silvery dial with applied gold indexes marks the face of the watch. Its finely made round case in stainless steel houses an ML112 self-winding movement, a house rendition of one of the most admired chronograph calibers of modern time, the ETA/Valjoux 7750, a 25 jewels movement beating at 28,800 bph and offering a power reserve of 46 hours. The movement is visible through the glass back.
The watch is water-resistant to 30 meters.
Maurice Lacroix Pontos S PT6018-SS002–330–1
A decidedly sporty timepiece, the Pontos S shows a lot of character for a chronograph that is built with the more active lifestyles in mind.
Yes, because this handsome watch comes with a whopping 200-meter water resistance, making it suitable for professional diving expeditions.
And you won’t scramble to read its very legible dial, dotted with its white and red accents.
Its lovingly finished stainless steel case, complete with a matching bracelet, tucks inside an automatic ML112 movement, giving it a power reserve of 46 hours.
Corum
The Corum company was founded in La Chaux-de-Fonds, the cradle of Swiss horology, by Gaston Ries and his nephew, René Bannwart in 1955, and immediately went into the limelight with their first product: a watch made out of a $20 gold coin, which struck the vibe of the public.
From this moment, Corum went on to develop their production, manufacturing some very complex and costly timepieces of the so-called “World Premier” series, but also, offers some more affordable — and playful — lines like the Admirals Cup and the Bubble.
Corum makes some amazing timepieces in their top lines, however, their entry-levels are well-done and surprisingly affordable, with a soft spot for the quirky and unexpected which strikes a chord in most watch aficionados.
Corum Admiral Legend 32 Watch A400/03173–400.100.20/0373
One of the most recognizable timepiece lines from the Corum watchmaker, the Legend speaks “marine life” high and loud. Its signature three-dimensional dial dotted with signal flags, arranged around the center, cannot be mistaken.
The timepiece comes with the CO 395 automatic movement, a house caliber on an ETA 2895 base that contains 27 jewels, beats at 28,800 vibrations per hour, and offers a power reserve of 42 hours.
The watch case is in stainless steel, visible through the transparent case back, and comes with a blue rubber strap fitted with a deployment clasp. The watch is water-resistant to 50 meters.
Corum Admirals Cup Challenge 753.691.20/F371 AN92
This timepiece brings the Corum playful design elements and blends them with the needs of a sports chronograph, to achieve a unique — and masterful — result. The strong marine vibe of the watch results not only from the pennants but also from the style of the dial, which features the classic, beautiful three-dimensional design with raised elements.
The Challenge hides inside its perfectly finished stainless steel case — complete with a high-quality rubber wristband with steel clasp — a house rendition of the ETA/Valjoux 7750 caliber, a 25 jewels movement beating at 28,800 bph and offering a power reserve of 46 hours.
The watch is water-resistant to 100 meters.
Corum Big Bubble Pop de la Nuez Watch 390.101.05/0601 SP01
There is something strangely attractive in this watch, made in just 88 pieces. Possibly it’s the mysterious mechanism, a set of concentric circles without hands which mark the hours on the outside of the dial, just if they were levitating.
Or the center of the timepiece, a sort of mesmerizing black cyborg-like eye. The result is that even with its uniqueness, this Bubble is fascinating and you would not want to put it down.
The case of the Pop de la Nuez is in titanium and 18K rose gold and it shows the CO 390 movement through its glass back.
The movement is an automatic 30 jewels caliber and beats at a frequency of 28,800 bph, offering a power reserve of 65 hours.
The watch is water-resistant to 100 meters and it is worn on a black rubber strap, secured on the wrist with a tang buckle.
