As one of the “big three” in Swiss watchmaking, Audemars Piguet is the name behind some of the most coveted timepieces in the world, most famously the iconic Royal Oak. Known for its avant-garde designs, incredible craftsmanship, and unmistakable octagonal bezel, AP makes watches that are both status symbols and masterpieces of horology.
But the world of luxury watches is vast. If you love AP's blend of sporty sophistication and groundbreaking design, there are plenty of other brands that capture a similar spirit of excellence and innovation. Here are 21 incredible watch brands to explore if you're a fan of Audemars Piguet.
Often considered the pinnacle of Swiss watchmaking, Patek Philippe represents the epitome of timeless elegance and intricate complications. While Audemars Piguet showcases bold, modern design, Patek leans into classic, heirloom-quality pieces that are prized by collectors for their refined movements and understated style, like the iconic Nautilus or Calatrava.
With prices starting around $20,000 and reaching well into the millions, Patek Philippe competes directly with AP at the highest level of horology. If you appreciate the artistry and exclusivity of AP but desire a more traditional and classic aesthetic, Patek is the ultimate goal for many collectors. Shop now at patek.com
As the third member of the "Holy Trinity" of Swiss watchmaking alongside AP and Patek, Vacheron Constantin is renowned for its artistic craftsmanship and exquisite finishing. Their watches, often priced between $20,000 and $150,000, masterfully blend traditional techniques with elegant design in collections like the sporty Overseas and the classic Patrimony.
While sharing a commitment to excellence with Audemars Piguet, Vacheron Constantin offers a more refined and often more artistic take on luxury. It’s an ideal choice for someone who loves the heritage of AP but is drawn to intricately detailed dials and movements that feel like wearable art. Shop now at vacheron-constantin.com
If you think Audemars Piguet is avant-garde, Richard Mille takes it to another galaxy. This brand is famous for its futuristic, high-tech timepieces that feel more like racing machines for the wrist. Using materials like titanium and carbon composites, their watches are incredibly lightweight, durable, and feature bold, skeletonized designs.
With a starting price of around $80,000 that quickly soars past $500,000, Richard Mille is in a stratosphere of its own. It’s for the luxury buyer who finds Audemars Piguet too conservative and wants a boundary-pushing statement piece that shouts innovation. Shop now at richardmille.com
Hailing from Germany, A. Lange & Söhne produces watches with a level of finishing and mechanical precision that rivals the best of the Swiss. Known for their distinct Glashütte style, their timepieces are understated, elegant, and perfectly engineered, with prices ranging from $20,000 to over $100,000.
Unlike AP's sporty confidence, A. Lange & Söhne exudes a quiet, technical perfection. The brand appeals to true connoisseurs who value the intricate craftsmanship visible through the sapphire caseback as much as the clean, classic design on the front. It’s luxury without the loudness. Shop now at alange-soehne.com
For lovers of bold design with a twist, Ulysse Nardin is a fantastic brand with deep roots in marine chronometry. Their watches often feature a nautical or adventurous theme, blending innovative materials and complications with a strong, modern aesthetic. Collections like the Freak and the Diver are both artistic and technical.
Priced generally from $7,000 to $50,000, Ulysse Nardin offers a similar avant-garde spirit to Audemars Piguet but with a distinct marine-inspired identity. It's an excellent choice for a collector who wants a technically impressive sports watch that stands out from the crowd. Shop now at ulysse-nardin.com
Operating under the "Art of Fusion" philosophy, Hublot is famous for combining unconventional materials like rubber, ceramic, and carbon fiber with precious metals. Their watches, like the iconic Big Bang, are big, bold, and uncompromisingly modern, creating a powerful wrist presence.
With a price range typically from $5,000 to $50,000, Hublot shares Audemars Piguet's love for modern design and material innovation. If you're drawn to the contemporary and sporty side of AP but want something even more vibrant and trend-focused, Hublot delivers a powerful statement. Shop now at hublot.com
With a history dating back to 1791, Girard-Perregaux blends rich heritage with technical prowess. Their most direct competitor to the Royal Oak is the Laureato, a luxury sports watch featuring an octagonal bezel and integrated bracelet that delivers a similar '70s-inspired vibe. The brand is also known for its beautiful movements, like the iconic Three Gold Bridges Tourbillon.
Priced mostly between $8,000 and $50,000, Girard-Perregaux is a fantastic "if you know, you know" alternative. It offers a similar aesthetic and quality to Audemars Piguet but with a slightly more under-the-radar appeal for those who prefer to stand apart from the mainstream. Shop now at girard-perregaux.com
Breguet is horological history brought to life. Founded by the inventor of the tourbillon, this brand is synonymous with classical design, exceptional innovation, and ornate details like guilloché dials and coin-edge cases. While their aesthetic is far more traditional than AP's, the level of craftsmanship is peerless.
With prices ranging from $10,000 to over $100,000, Breguet attracts collectors who love the technical mastery of Audemars Piguet but are drawn to a deeply historical, almost regal aesthetic. It's for the purist who appreciates the origins of fine watchmaking. Shop now at breguet.com
Blancpain is famous for two things: having never made a quartz watch and creating the first modern dive watch, the Fifty Fathoms. Today, the brand offers a mix of elegant dress watches and legendary, high-end divers. Their pieces blend robust functionality with luxurious finishing.
Costing between $10,000 and $80,000, Blancpain's Fifty Fathoms is a legendary sports watch that offers a different flavor of luxury than the Royal Oak. It's less about versatile Genta design and more about quintessential, top-tier dive watch excellence. Shop now at blancpain.com
Known as the "watchmaker's watchmaker," Jaeger-LeCoultre (JLC) has supplied movements to many of the top brands, including AP, Patek, and Vacheron in the past. JLC is celebrated for its incredible innovation and elegant designs, best seen in the Reverso and the Master collection.
Ranging from $7,000 to $50,000, JLC offers phenomenal value and movement quality. The brand appeals to those who admire Audemars Piguet's technical skill but prefer a more subtle, refined, and dressy style that flies under the radar. Shop now at jaeger-lecoultre.com
H. Moser & Cie is the master of minimalist high horology. This independent brand is famous for its stunning fumé dials that fade from dark to light, and a clean aesthetic that often forgoes logos altogether. Their approach is modern, refined, and powerfully understated.
With prices starting around $15,000, H. Moser & Cie shares Audemars Piguet's spirit of independent thinking and design innovation, but expresses it through simplicity rather than boldness. It’s for the watch lover who wants exceptional quality and a unique point of view, without shouting about it. Shop now at h-moser.com
Piaget is a master of elegance and the king of ultra-thin watchmaking. The brand combines sophisticated Swiss movements with a glamorous, '70s-inspired design language. Their luxury sports watch, the Piaget Polo, features a distinctive cushion-shaped bezel within a round case and offers a chic, stylish alternative to the Royal Oak.
Piaget's offerings feel effortlessly cool and sophisticated, blending jewelry-like craftsmanship with horological chops. If you love the integrated bracelet style of AP but are looking for something a bit more sleek and dressy, Piaget is a perfect choice. Shop now at piaget.com
While more accessible than Audemars Piguet, Omega is a luxury powerhouse with an unrivaled heritage in sports, space exploration, and film. Iconic models like the Speedmaster (the first watch on the moon) and the Seamaster (James Bond's choice) deliver exceptional performance and timeless design.
Priced from $3,000 to $20,000, Omega offers robust, high-performance luxury timepieces for everyday life. For those who want a legendary sports watch with killer history and technical credibility without the Holy Trinity price tag, Omega is one of the best choices you can make. Shop now at omegawatches.com
Though famous for its writing instruments, Montblanc has become a serious player in the watch world, especially after acquiring the historic Minerva manufacture. They offer beautifully crafted watches with traditional aesthetics and impressive complications, often at a very competitive price point.
Ranging from $2,000 to $20,000, Montblanc provides a fantastic entry into the world of fine watchmaking. The brand is for someone who appreciates classic design and quality craftsmanship but isn't yet ready to spend Audemars Piguet prices. Shop now at montblanc.com
With its deep roots in Italian naval history, Panerai is known for its large, cushion-shaped cases and highly legible luminous dials. These are bold, rugged, and unmistakably masculine watches with a huge wrist presence and a passionate enthusiast community.
With prices from $4,000 to $20,000, Panerai offers a different kind of luxury sports watch experience. Where AP is angular and sophisticated, Panerai is robust and utilitarian. It's for the person who wants a statement-making sports watch with a tough, tool-watch heritage. Shop now at panerai.com
Grand Seiko is Japan's answer to the best of Swiss watchmaking, and they make a very compelling argument. The brand is obsessed with precision, legibility and understated elegance, with a level of case and dial finishing (called Zaratsu polishing) that is truly breathtaking. Their Spring Drive movements are also unlike anything else in the industry.
Priced mostly from $3,000 to $10,000, Grand Seiko offers finishing and quality that often rival watches costing three times as much. For the person who prizes craftsmanship over brand recognition and loves flawless detail, Grand Seiko is an incredible choice. Shop now at grand-seiko.com
Chopard beautifully merges the worlds of high jewelry and fine watchmaking. Known for its glamorous Happy Diamonds collection and its sporty Mille Miglia racing chronographs, the brand offers a wide range of styles with a distinctively luxurious and often dazzling flair.
Their watches cost between $5,000 and $50,000 and appeal to those who seek a polished, often jewelry-like timepiece. If you love Swiss quality but want something with a bit more sparkle and glamour than the typically more architectural style of Audemars Piguet, Chopard excels. Shop now at chopard.com
TAG Heuer is deeply connected to motorsport, offering iconic chronographs like the Carrera and the Monaco. Their watches are sporty, bold, and aimed at a dynamic, active audience. The brand focuses on precision timing and has a strong heritage in creating durable, high-performance timepieces.
With a price range of $1,500 to $10,000, TAG Heuer provides a popular gateway to luxury sports watches. It attracts buyers who love the performance-driven appeal of AP's sports models but want a more accessible starting point rooted in racing history. Shop now at tagheuer.com
Bvlgari fuses bold Roman design with Swiss horological expertise. Their watches are statement pieces, best exemplified by the Octo Finissimo line, which has broken numerous records for its ultra-thin profile. The brand skillfully balances audacious aesthetics with incredible technical achievements.
Costing between $4,000 and $50,000, Bvlgari competes with Audemars Piguet in the realm of groundbreaking modern design. The Octo, with its sharp, angular case, is a true design icon and a worthy contemporary rival to the Royal Oak. Shop now at bvlgari.com
F.P. Journe is one of the most respected independent watchmakers alive today. Operating under the motto "Invenit et Fecit" (He invented it and made it), every watch is a creative masterpiece, both technically and aesthetically. With very limited production, his timepieces are highly sought after by serious collectors.
Prices start around $50,000 and climb steeply, reflecting the brand’s exclusivity and bespoke craftsmanship. F.P. Journe is for the collector who has graduated beyond mainstream luxury and seeks out horology as a pure artisanal art form, much like the highest-end novelties from Audemars Piguet. Shop now at fpjourne.com
Synonymous with Parisian elegance, Cartier is a jewelry house that also happens to be a pioneering force in watchmaking (they created the first men’s wristwatch). Their iconic designs like the Tank, Santos, and Ballon Bleu are instantly recognizable for their timeless, sophisticated shapes.
Ranging from $3,000 to $50,000, Cartier offers a different vision of luxury. While AP champions the luxury sports watch category, Cartier is the definitive choice for a classic, dressy, and impeccably chic timepiece that never goes out of style. Shop now at cartier.com
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