Swiss timepieces are usually top of mind when quality comes to mind. This quality usually comes with a steep acquisition cost but today we look at 10 watch brands that provide us with access to this quality at a reasonable price. These watches are all a part of the incumbent Swatch Group which has established itself as the home for most of the popular watch brands.
Swatch
Swatch established their brand when the world was looking for something new and vibrant. Instead of taking the route to high end movement and expensive materials they focussed on the appearance of their timepieces first. They appealed to all the fashion conscious people that were looking for affordable variation and were not necessarily concerned about time gain and loss or which movement was keeping their time. Due to the fact that they focussed more on the artistic side of the watchmaking it was possible for them to keep their costs relatively low thanks to being able to avoid complicated assembly. Swatch established a network of reliable watch lovers that were committed to their brand as members of the Swatch Club which gives exclusivity to owners of their signature timepieces. If you are not looking for anything particularly arty you will not be left out however because of the variation that Swatch has now introduced there are timepieces for all style preferences.
Alpina
Like you will find with a number of the established Swiss watch brands, Alpina has been around since what pretty much feels like the beginning of time. Their innovation starts in their workspace and filters down to all of their timepieces. Alpina has for a long time been the watch of choice for air force pilots, divers, the navy, the military and of course mountaineers, otherwise known as alpinists. The four characteristics of any reliable sports watch that shaped the style and quality of the Alpina watches were that they should all be antimagnetic, anti-shock, water-resistant and be made from stainless steel so that their durability and reliability would never be compromised. The Alpina movement is known to be reliable due to their constant dedication to progress and innovation with their AL-760 Automatic Flyback Chronograph being introduced as recently as 2015.
Wenger
The Wenger brand is rich and varied. Its origins start back as far as 120 years ago and stem from being the makers of the world-renowned Swiss Army Knife. They only branched to watchmaking 21 years ago but the quality of their craftsmanship carried right over. The watch brand has been growing since and they now have a wide variety of timepieces ranging from classic dress watches to fashionable sports watches. The men’s watches can be a bit large but their comfortable aesthetics make the larger size manageable. The ladies watches all exude elegance with their carefully soft characteristics. Wenger has a strong design team keeping the brand current and a perfect example of this is the Urban Classic timepiece. It is important to keep in mind that Swiss made, especially on the more affordable models, doesn’t necessarily mean Swiss manufactured which is the case with the Wenger. The movement is, however, completely reliable and you will struggle to find anything poor in their collection.
Oris
Oris comes from humble small town beginnings and has since established itself as an easily recognizable name in the watch world. Their signature move was probably the establishment of the large crown for pilots during the 1930s even though they do work in four other spaces. When experiencing low exports in the 1940s Oris branched out to alarm clocks to ensure survival which is a display of the agility they display to this day. Their adventurous nature comes with high risk but high reward which has resulted in much commendation, including an award for the highest accuracy. Their original sliding sledge watch strap is a first of its kind and you can expect the same from them going forward. There is a nice variation of leather strap pieces and stainless steel bracelets and even though you can usually replace a band fairly easily the watchmakers compliment the pieces with bands they believe are best suited. They are ever present in the marine, motorsport and aviation industry still and you will be stretched to leave their selection empty handed.
Mido
Mido watches are watches made for the automotive fans with an architectural influence which is why you will always find an aesthetically pleasing look to any of their timepieces. Mido watches are popular around the globe which is most likely due to their discreet sophistication. Their watches are generally not packed with outwardly attention grabbing features but are rather crafted to perfection. They are known to be a pioneering brand initially due to their cork-crown innovation in the early 19th century that increased the water resistance of their timepieces. Now that technology is more readily available they have been able to focus more on their design routes and have been producing some beautiful luxury pieces at a price point not common in the luxury watch space. If you are drawn to classic timepieces and reliability then the Mido watches have a lot to offer. Their ETA movement mechanisms are top drawer and they often score high on the COSC watch quality testing scale. The watch designs have a timeless look to them and you can be sure to receive a timepiece that will be relevant for many years to come.
Tag Heuer
Tag Heuer is one of the first names that probably comes to mind when Swiss watches are mentioned and is likely the most popular name on this list. The Tag Heuer collection is incredibly broad and, while there are luxury pieces that wouldn’t necessarily qualify as affordable, there is a decent range of affordable pieces available. Tag Heuer has its roots in sport which have carried through to its modern timepieces and you will see their name at sporting events across the globe. Their timekeeping ability was a defining point in the early 19th century and their chronographs are to this day some of the best in the business. The main design influence was based on motorsport and the pieces were specifically built to withstand regularly rigorous use. When purchasing even the entry level Tag timepieces you are buying into a brand that is concerned about your desire for luxury as well as functional use.
Raymond Weil
Raymond Weil find draw their inspiration for their design and names of their timepieces from music. This gives their watches an air of artistic appeal. The diversity in their watch design is remarkable and their craftsmanship on display with every piece is something to marvel at. There are some skeleton watches in their collection that allow you to look into their intricate work and appreciate the creativity of their designs. The styles range from famous bands to instrumentally guided pieces such as the Cello. Raymond Weil are horological enthusiasts and go as far as putting together their own movements as well as creating new movements. The company is relatively small family business and often makes a limited number of pieces for each model. Your collection will be far richer with one of these timepieces to brighten it up.
Tissot
Tissot is one of the oldest watchmakers on this list. The Swiss made timepieces have an excellent balance of quality and affordability. Being a part of The Swatch Group makes the production costs lower and ensures that you won’t be sacrificing your appreciation for quality craftsmanship in getting yourself a high-end timepiece. If you are looking for the top of the range automatic movement you will find the price a bit steeper but if you are looking for something more affordable the lower-cost movements are still reliable. It isn’t too clear where the design team finds its influence from and it seems as though they experiment with a number of different styles. Having been around for so long and also being a large brand the watches on offer are endless so it would be unnecessary to mention specific models but you will most likely find a design to your liking.
Movado
A lesser known brand perhaps but one that still carries the mark of Swiss quality. There is not a wide range of models available from Movado but the models that they have in their collection are intriguing. The Museum model seems to be the most popular in the collection and it is fashioned with the minimalist movement in mind. Most of their watches can be classified as minimalist in style although there are some sports styled watches with chronograph functionality. The Swiss made Sellita movement powers these watches reliably with the only qualm being that it can be a touch loud. The Movado team has an obvious taste for some bling as you will see with some of the ladies watches. Movado boasts a clearly unique style and is potentially a piece you can wear if you are looking for an evening dress watch.
Breitling
Breitling are pilot watches through and through so you won’t find any over the top accents and decorations that don’t serve a purpose. While these timepieces can be considered luxury they are unmistakeably made for use. The materials used in the manufacturing of the watches are all strong and sturdy so that the watch can withstand most physical challenges it may find itself in. Over the past century Breitling have not simply kept pace with the times but have rather made it their point to move ahead of the times. They introduced the first self-winding chronograph a few decades ago and have been building their own movements since. Their Avant-garde approach to watchmaking has me excited to see what else is coming from these master craftsman. It might be a stretch to call the brand affordable but they definitely have some lower priced models that let you get in on the Breitling quality pilot watches for a fraction of the cost.
What about Omega?
Hey Andre, Omega was just a tad too expensive for this list. It was a battle between Breitling and Omega for the last spot and Breitling was just a little more affordable.
Hi. I am visiting Switzerland this September. Can you guide me to a a good and affordable watch Store in Zurich or Lucerne? Would like to buy a good ladies watch but not any of the luxury brands
Hi Sharmeen, Zurich is a very expensive city and not so easy to come discount watch prices. I’ve never been to Lucern so wouldn’t be able to comment on that. I would recommend making your way to Lugano and walking the Main Street where you can find some excellent deals, and it is packed with watch shops. I usually leave Switzerland and head to Milano for the best deals.
How are you going to put Breitling on the list when they’re when their cost is right under Omega’s? The cheapest one is like $3500 USD.
How about Swiss legend?
Wow…I fully expected to see Certina and possibly Charmex on this list…especially over Tag Heuer. And the absence of Hamilton really makes this list flawed, IMO. Other contenders would be Mondaine and Victorinox.
My list would be:
Wenger
Mondaine
Victorinox
Charmex
Certina
Mido
Hamilton
Alpina
Tissot
Rado
With Oris, Tag, and Ebel on the outside looking in. I’m sure I left off a big one that I am just not remembering right now.
I agree with this list.
what about steinhausen? or are they not “swiss made” as per federal requirements i.e 60% of the value must be of swiss origin.
GUYS,
What about Timex and Invicta? they are the most affordable but what about the quality?
Timex and Invicta aren’t Swiss.
Ball is also missing. I have worn one for years. Very good
Ball is a fantastic watch company, I’ve reviewed their Hydrocarbon AeroGMT II and I’ve got another review soon to be published on the Engineer III Silver Star. I don’t feel they are affordable enough to make this list.
I would have put Glycine on the list….great swiss watches
Is Bulova a good Swiss watch brand? Thanks.
not in my opinion. It is like Invicta or Timex. You can get a much better quality watch for the money.
Bulova is an American company which is part of the Citizen Group so a very good watch indeed and definitely not in the same league as Timex or Invicta. They do have a Swiss made range called Accu – Swiss.
BULOVA IS NOT A SWISS WATCH… IT’S AMERICAN. BASED ON NEW YORK.
Hello i hope u can give me idea about black falcons watch please
Bristling and Tag heuer affordable ? You put them in the same list with swatch come on !!
I agree lol… Breitling is affordable to an average consumer? LOL
Candino by Festina isn’t a bad name when it comes to affordable watches that have the “swiss made” tag stamped on.
You forgot to mention Mathey Tissot!
Hello,
For sure some brands must be present on this list in my opinion.
New brands too – startutp ? – for ex one I discovered this year in Baselworld.
And, incredible, you just made a review on this brand 3 days ago ;o) : https://www.watchreviewblog.com/muse-kagura-watch-review/
Brand is Muse (Swiss art) watches.
Incredible design, dial made in stone (onyx, aventurine), case made in titanium grad 5 and an automatic movement “vintage” with 48h power reserve.
The first watch I saw without their logo or brand name on the dial !
You can have on your watch a personal message.
The best report quality/price I think.
What about Liv? Helluva a watch
I dont feel Liv should make this list. Plenty of other affordable Swiss brands out there with incredible heritage behind them.
Can I get the best possible feedback on tissot watches
Mainly the automatic chronograph
I own a 14k White Gold Nivia, is this a Swiss watch? I do know it’s vintage.
Guys, what about SWISS MILITARY HANOWA? i did not hear anything about this brand. Is this a real “swiss made”? Please help me.
There are many Swiss brands that fall in the affordable category. I like that Oris was included but anyone who knows fine watches knows Oris is extremely under appreciated, imho, and under valued in the watch world. I would highly recommend Oris at any level of collecting and particularly in the early stages. The quality of an Oris watch just can’t be beaten, particularly for the cost.
Hi I have a watch my mother left me it’s a Pesag 18k with an unusual glass front
It’s a circle flat in the middle with 4 raised sides any ideas of its value please
Kind regards Belinda
Where can one buy affordable Swiss watches as mentioned above in Geneva…any store recommendation
This list is flawed..Breitling is head to head with the likes of Rolex..should def also remove TAG from that
Breitling and Tag are in no way priced close to Rolex at an entry level… You can get a nice Tag under 2k and breitling under 3-4k whereas you will not find a Rolex at any level under 6-10k and that’s being nice. I purchased a very nice Tag carrera with crocodile band, date and time for 1900 where a Rolex on the same level would be 10-12k at best. Trust me, as a new consumer to high end watches, Rolex aren’t something you’ll be able to find “cheap”
CLAUDE BERNARD??
I want to know as well
Hi,
I have an appella watch which is a Swiss watch. What are your thoughts on that. Please let me know. It has a fantastic built.
Hi, would like to know if the brand Continental is a quality brand and if it’s actually Swiss made.
Thanks
Hi Matt, I am SUMANTA BASU travelling to Only Switzerland in September 2019 for 15 days from India. I am looking for Affordable, Stylish Swiss Watch, kindly guide me about the Brand name of this watches & what will be the Best Place in Switzerland to get the best deal of this brand kindly suggest me.
Is Rendex Swiss made?
Hey, I want to know about the Breguet brand, it is also a swiss watch brand, right?
Thanks
You missed out mondaine and there other brand Mwatch.
Yes Mondaine is great, but only so many fit in the top 10 position.
What about Longines?
Anonimo…just bought Leopold limited edition.
The Swiss Watch industry is lucky it is still in business. A lot of people are being conned. First of all, a Swiss automatic watch will never be as accurate as a quartz watch. Second, when you look at an solar driven, quartz watch like Citizen for around $400 to $600, you have tremendous value. As long as you expose it to room or sunlight, the battery will remain charged and never die. I say this, owning both a Citizen Blue Angels Eco-drive (solar) watch and a $900 Traser Automatic Tritium tube Dive Watch certified to 600 feet. After only two years of use, the Traser Automatic has water vapor inside the crown, just from wearing it in the shower. I never dived with it. The Citizen Blue Angels watch never had this problem.
You’re looking at this with a very clinical point of view. People are buying Swiss mechanical watches because they represent a piece of engineering art, not because they outperform quartz or because they are accurate tool watches.
Im sorry but you are failing in your list here. I believe Longines to be one of the best choices for affordable Swiss made movements. A fair bit less expensive than Breitling. Also, they are one of the oldest Swiss made watch companies around.
What about Zeno? They are cheaper than Oris
I bought a Christopher Ward Malvern automatic (Sellita SW200-1) with date, mid December 2018. Though they class themselves as an English company (Maidenhead and I presume their registered office) they have a place in Switzerland where they are made /assembled. The watches have SWISS MADE on the face. Very pleased especially with the price – £480 (£100 discount as a new customer) on a mesh bracelet. I had been looking at Omega at first but couldn’t really afford to spend over £2500 (now about £2800) for a similar specification at the time.
Surprise to see no one mentioned Fredrique Constant, makes excellent watches, should be there in the list, I have been using its HSW since last 4 years and it’s been a great companion
Gevril watch should be added to the list
Have you had a chance to review Revue Thommen, and where would you place them in contrast to your list? In my opinion, they provide some of the best value for the money. I have three automatics, among which are 2 chronos and believe them to be every bit as good as a Tag or Breitling (I have a Breitling Navitimer chrono also, as well as an Omega Constellation), better than some of the other brands listed, but at comparable price points.
What can we say about Thomas Earnshaw pls?
Is Gevril a good brand?
Edox should be on this list – Brietling and TAG are luxury brands !
Seems insulting to have a relative new comer like Swatch listed when you omit Edox and Mathey-Tissot. Instead of hyping up well known big company brands Giving a shout out to those smaller far older companies to me would have been more appropriate. Tag Hauer and Breitling are not only too expensive for this list but they are also well known to just about everyone. Posting quality mie affordable lessor known brands to me would have been a better way to go.