If you appreciate a great timepiece, chances are you're already familiar with Seiko. This iconic Japanese brand is beloved for its incredible blend of precision, classic design, and thoughtful innovation, offering everything from rugged dive watches to elegant dress pieces without the Swiss luxury price tag.
For those who love Seiko's reputation for quality and timeless style, the good news is there's a whole world of brands that share a similar spirit. Whether you're looking for Swiss precision, eco-friendly tech, or a different take on classic design, here are 17 other watch brands to check out.
As a fellow Japanese watchmaking giant, Citizen is a natural alternative to Seiko, but with a unique focus on sustainable tech. Their signature is the Eco-Drive technology, which uses any light source to power the watch, so you'll never need a battery change. With styles ranging from sleek dress watches to sporty chronographs, they offer similar reliability and value to Seiko.
Citizen's prices are comparable, typically falling between $150 and $1,500. While Seiko excels in automatic movements and traditional craftsmanship, Citizen leads with eco-conscious innovation. If you want a dependable, stylish watch with a modern, high-tech twist, this is your brand. Shop now at www.citizenwatch.com
For lovers of mechanical watches, Orient is a goldmine. This Japanese brand is celebrated for making incredible in-house automatic movements at surprisingly affordable prices, usually from $100 to $700. Their designs often have a classic, sometimes vintage feel that is consistently elegant and polished.
Like Seiko, Orient delivers fantastic value and quality craftsmanship, but it leans more heavily into traditional, dressier automatic watches. If you appreciate the mechanics of a watch and want something that feels more expensive than it is, Orient's lineup is a must-see. Shop now at www.orientwatchusa.com
If you're drawn to Seiko's quality but want to try a classic Swiss brand, Tissot is the perfect entry point. Offering everything from sporty chronographs to sophisticated dress watches, Tissot provides Swiss precision and timeless European design at a great value, typically between $300 and $2,000.
While Seiko offers Japanese innovation, Tissot champions its "Innovators by Tradition" Swiss heritage. You get the quality, reliability, and versatile style both brands are known for, but with a distinct Swiss flair. Shop now at www.tissotwatches.com
An American brand known for its precision and bold aesthetic, Bulova offers a stylish alternative to Seiko's more traditional pieces. They are masters of blending vintage-inspired cool with modern technology, like their high-accuracy quartz movements. You can find their watches priced anywhere from $150 to $1,200.
Bulova's designs are often more distinctive and fashion-forward than Seiko's, making them great statement pieces. If you're looking for reliable craftsmanship but want a watch with a bit more visual punch, Bulova strikes the perfect balance. Shop now at www.bulova.com
With an American spirit and Swiss precision, Hamilton has carved out a special niche in the watch world. Known for their timeless military watches and vintage-inspired field pieces, they offer impeccable Swiss automatic movements and standout designs, usually priced between $400 and $1,500.
Both Hamilton and Seiko are workhorse brands known for reliability, but Hamilton brings a distinct heritage-cool vibe to the table. If you love iconic movie watches (they've been in over 500 films!) and a rugged yet refined aesthetic, Hamilton is an easy choice. Shop now at www.hamiltonwatch.com
For those who love Seiko's functionality but want something more high-tech and sporty, Casio's Edifice line is definitely worth a look. These watches blend a sharp, modern style with impressive features like chronographs, world time, and even Bluetooth connectivity, all at a super accessible price point of $100-$500.
While Seiko offers classic elegance, Edifice delivers a sportier, more tech-forward package. It's the perfect choice for someone who wants a feature-packed watch that's stylish enough for both work and play without breaking the bank. Shop now at www.casio.com
If you're looking to step up into the world of affordable Swiss luxury, Frederique Constant is a fantastic next step from Seiko. Priced primarily between $1,000 and $3,500, this brand is known for its classic, refined aesthetics, in-house movements, and an overall sense of traditional watchmaking elegance.
Both brands prioritize beautiful, high-quality pieces, but Frederique Constant trades Seiko's Japanese efficiency for a more heritage-driven Swiss luxury feel. It is the perfect choice for marking a special occasion with a profoundly timeless timepiece. Shop now at frederiqueconstant.com
Mido is a Swiss brand that excels at crafting watches with clean, modern, and architectural designs. Focused on understated elegance and driven by high-quality Swiss automatic movements, their pieces typically fall in the $800 to $2,000 range. They are perfect for someone who appreciates pure, refined, and functional style.
While Seiko offers a wider variety of styles, Mido zeroes in on a sleek, minimalist aesthetic without being sterile. This makes them a strong alternative for anyone seeking an everyday Swiss watch that's both reliable and effortlessly cool. Shop now at mido.com
Famous for its Bauhaus-inspired minimalist aesthetic, German watchmaker Junghans offers sophisticated design and precision engineering. Priced between $1,000 and $2,500, their watches are known for their clean dials, slim profiles, and a refined sense of simplicity that is undeniably elegant.
Junghans offers a different flavor of design compared to Seiko, trading Japanese aesthetics for a disciplined German ethos. If you appreciate clean lines and the less-is-more philosophy, a Junghans watch is a beautiful example of form and function working in perfect harmony. Shop now at junghans.de
For those ready to move into a higher tier of Swiss luxury, Longines is a heritage brand with a well-earned reputation for elegance and performance. Their watches, typically priced between $1,200 and $3,500, blend rich history with timeless design in their celebrated classic dress and sports pieces.
Longines elevates the classic ethos found in some Seiko collections to a premium, heritage-focused level. It's an investment in centuries of Swiss watchmaking excellence and an iconic, globally recognized name. Shop now at www.longines.com
The Tissot PRX has become a modern icon for good reason. This collection revives a late-'70s design with its sleek, integrated bracelet and slim case, offering a super stylish everyday wear watch for around $500–$1,000. It's incredibly versatile, looking just as good with a t-shirt as it does with a suit.
While Seiko makes plenty of versatile sports watches, the PRX nails a specific retro-modern trend with Swiss quality. If you want that integrated bracelet look without a five-figure price tag, it is one of the best value propositions on the market. Shop now at www.tissotwatches.com
If Seiko's legendary dive watches appeal to you, Squale is a niche Swiss brand you should know. Specializing exclusively in professional-grade dive watches since the '50s, their pieces are known for robustness, precise Swiss automatic movements, and a cool, vintage-inspired design that stands out. Prices usually range from $800 to $2,000.
Where Seiko's dive lineup is broad, Squale's focus is singular and authentic to '60s and '70s skin diver culture. For a true dive watch enthusiast, Squale offers a piece of history with serious capability and tons of character. Shop now at squale.ch
Raymond Weil combines Swiss-made quality with a distinct focus on elegant, contemporary design often inspired by music. With prices generally between $600 and $2,000, their watches offer a refined and fashionable feel, from sleek dress pieces to sophisticated chronographs.
This brand brings a little more luxury and European polish to the table compared to Seiko's functional elegance. For a beautifully made Swiss watch that feels both timeless and modern, Raymond Weil is a brilliant choice. Shop now at raymond-weil.com
Hailing from California, Nixon offers a completely different vibe centered on streetwear, action sports, and bold, contemporary style. Their watches, typically priced from $100 to $500, are fashion-forward and casual, making them a great choice for a stylish, relaxed weekend piece.
If you love Seiko for its classic design but are looking for something more trend-driven and expressive for your collection, Nixon is the perfect counterpoint. It's less about watchmaking heritage and more about an attitude and a statement. Shop now at www.nixon.com
From the makers of the original Swiss Army Knife, Victorinox watches are built with the same commitment to durability, function, and quality. Their timepieces are rugged and practical, featuring strong utilitarian designs, impressive water resistance, and reliable Swiss movements. You can expect to find them priced from $200-$1,000.
Both Victorinox and Seiko are known for producing rock-solid, dependable watches. However, Victorinox leans more heavily into a tactical, adventure-ready aesthetic. If you want a watch that can truly take a beating and look good doing it, these are some of the toughest in the game. Shop now at victorinox.com
At Apart Style, we're obsessed with curating the best in fashion, beauty, and jewelry to help you discover new brands we think you'll love. Every brand we feature is independently selected by our editorial team based on quality, style, and uniqueness. When you make a purchase through our links, Apart Style may earn a commission - which helps support our small team, and allows us to continue bringing you the best in online style brands.
Looking for more inspiration? Explore our full brand directory or check out our curated brand guides to find your new favorite thing.
