- Buyers may seek affordable luxury watch alternatives as Rolex raises its prices annually.
- Experts suggest brands like Longines, Tissot, Omega, and more for quality watches.
- These brands offer craftsmanship and style at lower prices than Rolex, enhancing value.
Rolex is one of the first names people think of when it comes to luxury watches, but experts say there are plenty of other brands with high-quality options to start or build your collection.
Entry-level Rolex watches start at around $6,000. The Swiss-made timepieces have an automatic dial that allows their hands to sweep instead of tick, a true sign of a luxury watch, the official website of Bob's Watches, a pre-owned watch marketplace, said.
With Rolex's historical pattern of raising prices at the start of each year, those looking for similar functionality and quality can look to several brands for cheaper or equal alternatives, watch and style experts told Business Insider.
Whether you're looking for a "modern," "classic," or "sporty" look, it's more important to consider your own personal style than just buy from recognizable names, stylist Reginald Ferguson of New York Fashion Geek said.
Here are five brands to check out if you're hunting for your first luxury watch, according to wristwear experts.
Longines
Longines has a history dating back to the 19th century. Like many Swiss-based watchmakers, it's known for its craftsmanship and innovation; Longines is credited with creating the first wristwatch with a rotatable bezel.
Longines' entry-level price point is below fellow Swiss brands Rolex and Omega, starting at $825 as of March 14. The "excellent" Master collection, which got a shoutout from Ferguson, starts at $1,975.
"With nearly two centuries of heritage, Longines strikes the perfect balance between timeless elegance and everyday wearability. It's a smart entry point into Swiss luxury," Paul Altieri, founder and CEO of Bob's Watches, told BI.
Tissot
With over 160 years in the business, Tissot offers Swiss-made quality and style at a fraction of the cost of ultra-luxury brands, Bob's Watches said.
While many high-end brands require secondhand shopping to get a deal under four figures, Tissot's inventory has a wider range, with watches for less than $500.
"Tissot proves you don't need to spend five figures to get a well-crafted Swiss timepiece. The PRX, in particular, has redefined affordable luxury with its sleek, integrated design," Altieri said.
Omega
Switzerland-based Omega has been manufacturing luxury watches since 1848. They've been involved in historical moments, like the 1970 Apollo 13 mission, which relied on the Omega Speedmaster watch to help the astronauts leave Earth and return safely.
Ferguson recommends the Omega Seamaster Aqua Terra, which starts at around $3,000 for smaller models but can cost over $73,000 for the priciest options. However, there are plenty of watches for less than $10,000.
He described Omega as a "classic brand that can go toe to toe with Rolex." It's been spotted on the wrists of several prominent people, including Amazon's Jeff Bezos and fictional spy James Bond.
Oris
Oris, an independent Swiss luxury watch brand, sells mechanical-only watches built for durability.
The brand's watches feel "aspirational yet remain practical for a bonus-budget treat," per Bob's Watches. Oris has timepieces available on its website for as low as $2,200.
"Oris is one of the best-kept secrets in Swiss watchmaking — an independent brand that delivers exceptional mechanical watches at a fraction of the cost of luxury giants," Altieri said.
Tudor
The Rolex sister brand offers "Swiss craftsmanship at a discount," Ferguson said. You can expect similar toughness to its older brother at a lower price point.
"On the modern side, Tudor and its famed Black Bay line are a no-brainer," Linden Lazarus, cofounder of watch service brand WatchCheck, said.
The Black Bay models at Tudor range in price from $3,950 to $6,300, capping at around the same price brand-new Rolexes start at. It's hard to go wrong with a Tudor watch as there's a model for many people's style, Lazarus added, but his go-to choice is the "smaller size of the Black Bay 54 or 58."
