While some people save diligently for years to afford a luxury timepiece, others opt for the most budget-friendly option. However, experts suggest that the watch you choose to wear reveals much about your character.
Whether it’s a dazzling Rolex that boldly proclaims your power and demands attention, or a trendy yet economical Casio G-Shock, your wristwatch is more than just an accessory.
In a conversation with the Daily Mail, Danny Toffel, a watch specialist and the founder and CEO of Watches2U, shed light on the subtle messages conveyed by your choice of timepiece, whether it’s a prestigious Patek Philippe or a straightforward Timex.
Regardless of your financial constraints, there’s a watch that perfectly mirrors your personality.
Keep reading to discover which watch aligns with your persona and if it deserves a spot in your collection.
EXPENSIVE
Cartier Panthere
From £3,550 to £138,000
Now a ‘timeless’ Cartier design, the Panthère de Cartier first came out in the 1980s and is renowned for its ‘ultra-flexible structure’ which ‘echoes the movements of the Maison’s emblematic animal’. Among the famous faces who have worn the quintessential quiet luxury design are Sienna Miller, Princess Diana, Madonna and Naomi Campbell.
Danny: Few watches are as effortlessly chic as the Panthere. Wearing one says you have an innate sense of elegance, a love of French sensibility and you’ve probably got a very good eye for interiors. It’s a watch that doesn’t try hard, which is precisely why it works so well. As an investment, Cartier jewellery watches have quietly appreciated over the years, particularly iconic lines like this one. It’s not a guaranteed rocket but it’s far from a depreciating fashion piece.
Sienna Miller is fond of her Panthere watch from Cartier. Pictured wearing it at Wimbledon in 2017
The Cartier Panthere ranges in price from £3,550 to £138,000
Omega Aquaterra Seamaster
From £6,200 to £42,000
Swiss brand Omega is known for its legacy in innovation – particularly for coming up with the deepest normally functioning experimental diving watch, with its Seamaster collection, a record still held by the Omega Seamaster Planet Ocean Ultra Deep Professional as of 2019. Its Aquaterra collection pays homage to the original design from the 1950s, with a water resistant display that’s ‘perfect for luxurious days on deck’. The brand has also become synonymous with James Bond, with Seamaster models worn by Daniel Craig throughout all five of his films as 007. It clearly remains an A-lister favourite, with Kieran Culkin sporting a Omega Aquaterra Seamaster at the Golden Globes last year.
Danny: The Seamaster wearer is sporty, reliable and probably a little bit of a James Bond fan, though they’d never admit it outright! It’s a serious watch worn by people who actually use watches rather than just display them. Versatile enough for both the boardroom and the yacht, it’s a solid middle ground as far as an investment, not appreciating as dramatically as Rolex or Patek, but holding value well and carrying genuine brand prestige.
Kieran Culkin sporting his Seamaster at the Golden Globes
The Omega Aquaterra Seamaster ranges from £6,200 to £42,000
Bvlgari Serpenti
From £5,200 to £96,000
The Italian luxury fashion house Bvlgari was established in 1884, and has since become a favourite among opulent A-listers across the globe, from Hollywood actors to Bollywood stars and K-pop legends. British stars like Adele have also been snapped wearing the theatrical design. Particularly popular are its ‘Serpenti’ jewellery and watches, made in the shape of a snake – ‘a captivating homage to the enigmatic serpenti, embellished with ancient Greek and Roman mythology motifs’.
Danny: The Serpenti is pure theatre on the wrist. If you’re wearing this you’re not trying to blend in, you want drama and a conversation starter on your wrist. As an accessory it’s more art than utility. From an investment standpoint, Bvlgari’s jewellery watches are a mixed bag as they’re more fashion objects than horological assets, and resale values can be unpredictable.
Adele has been spotted wearing the Serpenti watch at a basketball game
The Bulgari Serpenti ranges in price from £5,200 to £96,000
Rolex Day-Date 40
£47,050
The Rolex has been around since 1905, but cemented itself as a cultural benchmark of luxury in the 1980s, following a legacy of high-profile fans including Winston Churchill. The Day-Date model in particular, around since 1956, is touted for its high quality and durability. It’s ‘available exclusively in precious metals’ and the Oyster Perpetual Day-Date ‘displays the date and the day of the week spelt out in full, in two separate windows’. It’s been worn by every A-lister under the sun and has now steeped in as a favourite for many British reality stars, including Tommy Fury and Kerry Katona.
Danny: The Day-Date is nicknamed ‘The President’ and wearing one says you’re powerful, purposeful and you want the room to know it. As for investment, Rolex holds its value better than almost anything in the watch world, and the Day-Date in particular has a strong resale history. Just keep it insured and off your wrist in the wrong postcode.
Tommy Fury wore a Rolex at Cheltenham
The Rolex Day-Date 40 model, which comes in a number of different designs, costs £47,050
Audemars Piguet Royal Oak
From £24,295 to upwards of £289,995
Swiss luxury watch manufacturer Audemars Piguet became a big deal in the 1970s, following the introduction of its popular Royal Oak wristwatch. And its legacy continues to this day. It’s often considered as the pioneer of the ‘luxury sports watch’ category, and was much more bold and bulky than slimmer designs favoured in the era. Among its famous fans is watch lover Idris Elba, who wore a model in Venice last year.
Danny: You don’t buy an AP to fit in – you buy it because you know exactly what it is and you’re banking on the fact other people do too. This is a watch for the connoisseur who wants to signal taste without spelling it out. Investment-wise, the Royal Oak has been on a remarkable appreciation run, though the market has cooled slightly from its post-pandemic peak. Still as a long-term piece, few watches rival it.
Idris Elba wore his Audemars Piguet in Venice last year
Audemars Piguet’s Royal Oak model ranges from £24,295 to upwards of £289,995
Patek Philippe Aquanaut 5168G
£46,730
Another brand known for producing heirlooms, Patek Philippe is one of the oldest clock manufacturers in the world, having been established in 1839. Praised for its engineering and craftsmanship, it secured royal approval in just decades of service (Queen Victoria bought a pendant watch in 1851) and today boasts similarly luxury clientele, from Jay-Z to Brad Pitt, to the younger generation of actors like Tom Holland. Its Aquanaut collection, which came out in 1997, is a particularly popular model – often touted as a ‘statement of casual elegance’.
Danny: Patek wearers occupy a different level entirely. It’s more about legacy than showing off, and the Aquanaut adds a sporty, modern twist that says you’re not stuffy about it either. You’re quietly confident, probably understated in every other aspect of your life. Patek Philippe is the gold standard when it comes to investment – the brand practically invented the concept of watch as heirloom. Buy it, wear it carefully and pass it on.
Tom Holland has been spotted wearing the designer model at premieres
The Patek Philippe Aquanaut 5168G will set you back £46,730
MID RANGE
Tissot Classic Dream
From £245 to £450
Making its success with selling watches across the Russian empire and continuing to uphold a luxury clientele with fans including the Princess of Wales, Grace Kelly and Nelson Mandela, many may be surprised to hear that as far as Swiss luxury brands go, Tissot is very affordable, with a good model easily available for under £400. It was also a Hollywood favourite, with models worn by James Stewart in Rear Window and Angelina Jolie in Mr & Mrs Smith.
Danny: Clean, Swiss and beautifully unpretentious, someone who wears the Classic Dream likely values craft. You’re probably more interested in the movement than the marketing, and you’d rather dress well than dress loudly. At this price, investment returns are modest, but Tissot’s Swiss heritage means it won’t embarrass you at resale and frankly, at around £400, it punches considerably above its weight.
It was also a Hollywood favourite, with models worn by James Stewart in Rear Window and Angelina Jolie in Mr & Mrs Smith
Seiko Prospex Arnie Re-Issue
From £379 to £420
Japanese brand Seiko is perhaps most known for its ‘Arnie’ model, with the actor wearing it in his flick Commando. This sporty model – a diver’s watch is also ‘affectionately nicknamed by Seiko fans as a “Tuna” – because of its larger diameter and bold shape like a tuna tin’.
Danny: The Arnie is a legend. It was worn by Schwarzenegger in the 1980s and re-issued for the people who still remember why that mattered. This is a watch for someone with genuine personality – bold, nostalgic and completely unbothered by what anyone else thinks. Seiko re-issues have shown impressive resilience on the secondary market, particularly iconic models like this one, and the solar movement means it will keep ticking long after cheaper alternatives give up.
Japanese brand Seiko is perhaps most known for its ‘Arnie’ model, with the actor wearing it in his flick Commando
Brew Metric Retro Dial
£357
A newcomer to the watch-making market, Brew was set up in 2015 by New York based designer Jonathan Ferrer – who says his main inspiration is ‘coffee experiences’. The collection, he says, has taken inspiration ‘from industrial espresso machines, which feature a special blend of warm contrasting colors and a variety of brushing effects’. Among its A-list fans is British actor Idris Elba.
Danny: Cool and independent, Brew is a brand for watch enthusiasts. Wearing one says you’ve done your homework and you’re not interested in buying someone else’s status. At this price point investment isn’t really the game, but it will hold a cult following and could surprise you at resale among the right audience.
In 2024, Idris Elba sported a Brew Metric Retro Dial while on a YouTube show
The brand’s Retro Dial model retails for £357 on the website
Citizen Tsuyosa
From £299 to £429
Long touted as a good and reliable brand, Citizen was set up in the 1930s, by Japanese and Swiss inventors. Its Tsuyosa collection – the word meaning ‘strength or power’ – came out in 2022, and has been praised as a great, wearable, every day accessory.
Danny: Green dial, automatic movement, Japanese engineering – the Tsuyosa is a bit of a dark horse. It says you’re an enthusiast who doesn’t need to spend a fortune to prove it. It’s not going to appreciate dramatically, but Citizen’s reputation for reliability is bulletproof.
Long touted as a good and reliable brand, Citizen was set up in the 1930s, by Japanese and Swiss inventors
Omega Bioceramic Moonswatch
£240
Omega has a reputation for its links to the world of science – so its no wonder that its model, the Speedmaster, has also been worn on space missions. In 2022, it collaborated with Swatch to release an affordable Bioceramic Moonswatch version made in a number of colours with different astronomical themes attached. Despite being seen as the more budget version, there are a number of famous fans, including Daniel Craig, Ed Sheeran and Mark Wahlberg. Zlatan Ibrahimovic of AC Milan has also been sported wearing his ‘Mission to Mars’ model.
Danny: The Moonswatch caused queues around the block for a reason: it gave a generation access to the Omega moon landing story at a price that didn’t require a second mortgage. It says you’re playful, culturally aware and smart enough to get the fun of it. As an investment it’s already beaten expectations – certain colourways sell on the second-hand market for many times the retail price. Just don’t get too precious about it, as part of its charm is that it’s meant to be worn.
Zlatan Ibrahimovic of AC Milan has been pictured wearing his Moonswatch
The Omega Bioceramic Moonswatch retails for £240 on the website
Baume & Mercier Hampton
From £1,190 to £6,225
Known for its retro Art Deco aesthetics, Swiss watchmaker Baume & Mercier’s Hampton collection aims to evoke luxury life on the American East Coast. It achieves this thanks to sartorial nods to retro elegance – and has the Duchess of Sussex among its fans.
Danny: The Hampton is quietly distinguished with a rectangular case that nods to Art Deco without shouting about it. Wearing one says you have taste that doesn’t need a logo to validate itself. As an investment, Baume & Mercier sits in comfortable but unremarkable territory. It won’t lose money dramatically but don’t expect it to fund your retirement either.
Known for its retro Art Deco aesthetics, Swiss watchmaker Baume & Mercier’s Hampton collection aims to evoke luxury life on the American East Coast
Gucci G-Timeless
From £1,230 to £3,090
One of the first luxury fashion houses to enter the watch market, Gucci expanded into the world of clocks in 1972. Since then, it’s tried to establish itself as a legitimate contender – rather than just seeing it as an extension of their existing branding – and acquired Severin Montres, which held its watch license, in 1997. Singer Florence Welch and actress Jessica Chastain are among the stars who have been spotted wearing models from the designer.
Danny: As with most fashion house watches, the Gucci Timeless is really a piece of wearable branding. It says you’re plugged into style and you’re willing to pay the premium for the double-G stamp. Buying this watch will probably be a purchase of the heart rather than the head, as fashion watches carry significant brand mark-up and depreciation tends to be steeper. Enjoy it as an accessory rather than a key investment.
One of the first luxury fashion houses to enter the watch market, Gucci expanded into the world of clocks in 1972
LOW COST
Casio G-Shock
From £99.90 to £6,200
Japanese electronics company Casio – known for its affordable watches – struck gold in the 80s when it came out with the G-Shock model. Touted for its durability and resilience, it was helmed by fun advertisements that saw it survive ‘torture tests’ like being struck with an ice hockey puck. The bulky model became a cult favourite across a number of demographics – including everyone from skaters to military soldiers – and has a big fanbase to this day, with music stars Pharrell Williams and Ed Sheeran among the clientele.
Danny: The G-Shock is seriously cool. From hip-hop legends to SAS operatives, it sits outside the normal rules of watch snobbery. Wearing one says you’re confident enough not to need to impress anyone. Certain limited edition G-Shocks have actually become legitimate collectors’ items, making this the rare budget watch with genuine upside, though the standard models are better enjoyed than hoarded.
Ed Sheeran is among the many musicians who love wearing a G-Shock
The Casio G-Shock has many ranges, but can start from as low as £99.90
Timex Ironman Flix
From £70 to £125
American company Timex gained popularity in the 80s and 90s with its Ironman Triathlon watch. The bulky, techy design became a cult classic and is to this day considered a fuss-free, reliable and simple pick that stands the test of time. Among the famous faces to have worn it are former US President Bill Clinton, Matt Damon and Mark Wahlberg.
Danny: Wearers of this watch will likely prioritise function. It’s inexpensive and uncomplicated. Forget about investment – this is a tool, not a trophy, so wear it until it breaks and then buy another one.
Mark Wahlberg in November last year, during the F1 Grand Prix of Las Vegas – wearing his Timex
The Timex Ironman watches range anywhere from £70 to £125
Lorus Classic
From £14.50 to £89.99
Seiko’s cheaper sibling, Lorus became popular in 1982, as a budget version of the popular brand, offering great value for high quality engineering. Culturally, it cemented its legacy as an ‘everyman’ option when Michael Douglas’s character William ‘D-Fens’ Foster – an average man who’s down on his luck and descends into a mental breakdown – wore it in the 1993 film ‘Falling Down’.
Danny: Lorus is Seiko’s accessible sibling and delivers reliable Japanese movement at a price that asks almost nothing of you. The Classic is honest and quietly dependable, and a very decent watch for the money.
Seiko’s cheaper sibling, Lorus became popular in 1982, as a budget version of the popular brand, offering great value for high quality engineering
Sekonda Monica
£59.99
British manufacturer Sekonda was originally established in 1966, in the Soviet Union – but since 1993, there are no longer any Russian ties and the brand makes its products in Hong Kong. The ‘Monica’ is named after fashion influencer Monica Marriot-Mills who promotes a ‘luxury for less’ lifestyle and made her vintage Sekonda find go TikTok viral. The brand said: ‘Monica caught the attention of the team here at Sekonda and we are proud to be working with her to create lots of content for the Monica watch.’
Danny: Sekonda has been dressing Britain’s wrists for decades and the Monica is a solid, stylish entry point for anyone who wants to look well turned out. Practical, presentable and sensible with money – this strikes the right chord for each of these. There’s no real investment case at this price but there’s also nothing to regret. Sometimes a watch is just a watch, and that’s perfectly fine.
British manufacturer Sekonda was originally established in 1966, in the Soviet Union – but since 1993, there are no longer any Russian ties and the brand makes its products in Hong Kong
Casio Analogue MQ-24-7BLL
From £14.95 to £17.50
Yet another design from reliable Casio, the original analogue model came out in 1987 and has maintained its cult status since, beloved for a ‘retro-minimalist’ style and durable tech. And it has fans from every walk of life – including experimental music pro Tyler the Creator and the late Pope Francis.
Danny: Sporting a £17.50 Casio is its own kind of power move. It screams you’re too interesting to care and you’ve probably got better things to spend your money on. Tyler the Creator understands this implicitly. It’s not an investment piece, but the joy-to-pound ratio is unbeatable.
Tyler the Creator is among the celebrity Casio fans
it has fans from every walk of life – including experimental music pro Tyler and the late Pope Francis
A simple Casio Quartz can cost less than £20
