Greubel Forsey had the highest reported average price per watch in a 2023 ranking attributed to Morgan Stanley and LuxeConsult: CHF 313,725, excluding VAT. Richard Mille followed at CHF 275,000. These are historical, implied brand-level averages—not current prices for particular watches.
What the ranking measures
Time+Tide’s Jamie Weiss reported the ranking on 5 March 2024, drawing on the Morgan Stanley and LuxeConsult report for 2023. The figures are described as each brand’s implied average retail price per watch, excluding VAT. The article explains the calculation as brand revenue divided by the number of watches sold.
That calculation averages a brand’s sales mix. It does not compare equivalent models, show current retail or resale prices, or predict what a buyer will pay for a specific reference. The ranking covers Swiss brands included in the referenced top-50 industry report, not every watch brand worldwide.
Top 10 watch brands by reported average price
All amounts below are CHF per watch, excluding VAT, for 2023, as reported by Time+Tide from the Morgan Stanley and LuxeConsult report.
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#1 Best Overall
- STYLE: This Michael Kors Slim Runway mens watch features a black sunray dial, three-hand movement and black stainless steel bracelet
- CASE & DIAL: This watch for men has a round 44mm stainless steel case with a black dial; mineral crystal face resists scratches
- WATCH BAND: A mens wrist watch with a black gray stainless steel bracelet band; 22mm band width; links can be removed for a customized fit
- PRECISION TIMEKEEPING: A men's watch with Quartz movement and three-hand analog display; imported
- SWIM-READY Water Resistant: This wrist watch for men is wearable while swimming in shallow water up to 50m (165ft); 5 ATM
| Rank | Brand | Implied average price per watch |
|---|---|---|
| 1 | Greubel Forsey | CHF 313,725 |
| 2 | Richard Mille | CHF 275,000 |
| 3 | Jacob & Co. | CHF 84,945 |
| 4 | F.P. Journe | CHF 78,944 |
| 5 | Audemars Piguet | CHF 48,456 |
| 6 | A. Lange & Söhne | CHF 47,655 |
| 7 | Van Cleef & Arpels | CHF 41,121 |
| 8 | Patek Philippe | CHF 39,990 |
| 9 | Vacheron Constantin | CHF 38,740 |
| 10 | H. Moser & Cie | CHF 36,934 |
How to interpret the figures
The top two are far ahead
Greubel Forsey leads Richard Mille by CHF 38,725 in the reported averages. The gap from Richard Mille to third-place Jacob & Co. is much larger: CHF 190,055. These differences describe the reported brand averages, not price differences between comparable watches.
Production volume is not a complete explanation
Time+Tide says Greubel Forsey made 255 watches in 2023, while production counts for some other brands discussed in the article were much larger. A low output alone does not establish why a brand’s average is high: the calculation also reflects revenue and the mix of watches sold.
Rank #2
- Mens Wrist Watch: Features a classic big dial and quartz movement with stable quality. High hardness coated glass mirror is wear-resistant, scratch-proof, Butterfly double buckle ensures comfortable wear
- OLEVS Mens Watches: Unique Classic Design Analog Date Calendar Display Watch Window. Easy to Read, Classic Business Style, Stylish Casual Dress Watch, Stylish Gold Indexes and Round Case, finely designed, stand the test of time, handsome and outstanding
- Business Pointer Quartz Watch: Dial diameter is 1.6 inches (41 mm). Case thickness is 0.43 inches (11 mm), steel band width is 0.79 inches (20 mm), length is 8.66 inches (22 cm). The weight of the men's watch is 4.16 ounces (118 g)
- Fashion Gold Green Man Watch: Luminous Hands/Markers and Enlarged Date Window at Three o'clock, Stylish Watch with Roman Scale Bezel, Water Resistance Up to 30M: Usually, Suitable for Swimming, But not Suitable for Deep Diving
- Night-light Function：When Using the Luminous Pointer Function for the First Time, Please illuminate The Watch Under The Light for 30 Seconds to Activate the Luminous Function. Watch Chain Can Be Adjusted in Size
What this means if you are considering a purchase
Use this ranking as a historical snapshot of brand-level averages, not as a shopping price list. For a decision, compare specific references on their actual quoted prices, materials, complications, availability, service support, and the seller’s authorization. The 2023 figures do not establish current prices or availability.
Quick Recap
Rank #4
- Features a classic big dial and quartz movement with stable quality. High hardness coated glass mirror is wear-resistant, scratch-proof, Butterfly double buckle ensures comfortable weara
- Mirror diameter is 1.6 inches (41 mm), case thickness is 0.43 inches (11 mm), and band length is 7 inches (180 mm). The length of the watch can be adjusted, and it weighs 132 g(4.65 ounces). Maximum applicable to about an 8-9" wrist
- Luminous function can be activated by illuminating the watch under strong light for 30-40 seconds, providing a new visual experience at night. Manual includes detailed instructions for adjusting time and calendar
- Fashionable and elegant design for any man who appreciates quality and style. Versatile and stylish men's watches are suitable for any occasion, including parties, work, daily life and dating
- Water resistance for daily life, waterproof to 100 feet (30 m), generally resistant to splashing or brief submersion, but not suitable for swimming or bathing
Rank #3
- STYLISH: This Armani Exchange watch features a gold sunray dial, gold-tone stainess steel bracelet, and chronograph movement
- CASE & MOVEMENT: A men's watch with a 44mm case, 22mm band width, scratch resistant mineral crystal, accurate quartz movement with chronograph analog display, imported
- DIAL: These men's watches feature a stainless steel case with a gold dial
- WATCH BAND: Wrist watches for men with a gold-tone stainless steel bracelet; links can be removed for a customized fit
- WATER RESISTANT MENS WATCH: Up to 50m (165ft); Wearable while swimming in shallow water; 5 ATM
Product prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on Amazon at the time of purchase will apply.
