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Entry-level luxury watch buyers today have more options than ever. Established and up-and-coming brands alike are making some compelling new four-figure watches, and there are even more choices available if you consider the used watch market. While many "affordable luxury" brands like Longines, Frederique Constant, Oris and Zodiac are doing genuinely cool stuff these days, in this article I'll focus on "true" luxury watches from premium brands like Rolex, Omega, Grand Seiko and Breitling. 

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According to the Federation of the Swiss watch industry (FH), Switzerland produces around 15 to 20 million watches a year — which is a minuscule amount that represents around 2% of global timepiece manufacturing. However, this is a clear case of quality over quantity.

This tiny nation, as reported by the news outlet SWI swissinfo, commands more than a 50% share of the global watch industry in value terms, and more than 95% of watches sold for CHF 1,000 (just over USD $1,100) or more are produced by Swiss companies. Translation: Switzerland dominates when it comes to the luxury segment of the watch market. 

Watch enthusiasts recognize the cachet of the Swiss-made label, and the country reigns supreme when it comes to fine timepieces. So, if Switzerland dominates the luxury watch segment, which luxury watch brands dominate within that prestigious circle? 

Listen to this episode to discover the top 10 luxury watch brands, as told by the numbers.

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At retail, current Rolex Sky-Dweller prices range from $15,850 to $54,000. Due to strong demand, you can expect to pay over $16,000 for even the most affordable pre-owned variants. In 2024, market prices for solid gold Sky-Dwellers are starting to settle just around retail for most configurations, although the hottest dials still bring big premiums. And despite much hubbub about the watch industry cooling off, even two-tone Sky-Dwellers continue to sell well at full list price. This Rolex Sky-Dweller price guide episode compares retail and market prices for every variant, both current and discontinued.

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One of the most memorable gold Rolex releases in recent years was 2023's white gold Le Mans Daytona, celebrating the famous racetrack's 100th anniversary. Featuring a 24-hour totalizer instead of the Daytona's typical 12-hour one, and the infamous "Paul Newman" subdial typeface, the Le Mans Daytona was also special because of its exhibition caseback--something Rolex had previously only put on the platinum Daytona and Cellini Prince. For 2024, Rolex quietly replaced it with an otherwise identical yellow gold Le Mans Daytona, and it's one of the hottest watches of the year.

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The Oyster Perpetual is the cheapest model in the Rolex catalog today, but it's not easy to get from an authorized dealer without waiting. A new no-date Submariner costs less than $10,000 brand new from an authorized dealer, but it still has waitlists too.

You can expect some Rolex models to be available for sale upon walking into a Rolex store, unlike in, say, 2022--but usually just Datejusts and gold models. 

We'll talk about ten of the cheapest (worthwhile) Rolex models that you can actually buy now, both new and used.

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How does one of the leading Swiss watch manufacturers celebrate its 140th anniversary?  With a slew of new releases, of course!  As of the writing of this article, Breitling (founded in 1884!)  has added new novelties to most of its collections, including the Navitimer, Superocean, Professional, and Chronomat.  Breitling promised a year full of special launches, and indeed there have been plenty of new Breitling watches released throughout 2024. Let’s unpack all the 2024 Breitling releases.

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As watch fans, we tend to attribute designs and innovations to certain brands. But when it comes to truly groundbreaking high-end complicated watch movements, there are a small number of individual elite watchmakers at the top doing most of the actual inventing. David Candaux is among that elite. If you're into luxury watches, you might have heard of watches like the MB&F HM6 Space Pirate or the Jaeger-LeCoultre Hybris Mechanica à Grande Sonnerie, even if you didn't know David Candaux was involved. Since 2017, he's been putting his efforts into his own brand, and D. Candaux watches are getting plenty of deserved attention in the over-$200,000 segment.

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There are plenty of hot takes online about how hard it is to buy a Rolex, and all the "games" that Rolex authorized dealers supposedly play, and indeed the luxury watch market was pretty wild from 2021-2022. But nowadays, buying a Rolex really isn't that hard--only a handful of models are truly "impossible" for non-VIP shoppers to buy at an authorized dealer. Most references are obtainable with a bit of a wait, and if you'd like to skip that wait--or get one of those hard-to-get models--there are plenty of trusted online grey market dealers to buy from as well. We'll quickly explain how to buy a Rolex in 2024.

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For 2024, Vacheron Constantin has illustrated its wide-ranging appeal by releasing a variety of new watch models. From special anniversary Patrimony editions and sporty green Overseas models to spectacular craftsmanship within the Metier d’Art line and ultra-complicated Traditionnelle Tourbillon Chronograph, the latest 2024 watches from Vacheron Constantin demonstrate the watchmaker’s versatile ability to keep it simple, dress it up, or put on a full mechanical show to cater to an assortment of tastes. The “Holy Trinity” member also unveiled the world’s most complicated timepiece, flaunting its incredible master of high horology. 

Tune in to this episode for all the Vacheron Constantin 2024 releases, complete with specs, and prices.

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Rolex Day-Date prices start at $36,500 for a 36mm version and $40,100 for a 40mm version when purchased brand new from an authorized dealer at retail prices. However, the retail prices of a Day-Date, also known as a Rolex President watch, can quickly increase from there depending on the case and bracelet materials, as well as the use of diamonds. 

What’s more, prices of pre-owned Rolex Day-Date watches vary wildly on the secondary market with factors such as age, condition, style, and materials all impacting the overall cost. For instance, the cost of an older secondhand Day-Date President in yellow gold can start as low as $8,000 (with leather straps) and $10,000 (with bracelets) while a highly collectible platinum Day-Date with an ice-blue dial and numbers written in Arabic can cost over $100,000.

Listen to this episode for all the details and prices.

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