Journal

Blancpain is for people who prefer the less obvious name. Its classical watches rarely advertise status, while its sports models do not attempt to imitate Rolex. A collector, however, knows…

Breguet is for people who want to wear a piece of European luxury history on the wrist. The name is connected with royal courts, scientific discovery, Napoleon, Marie Antoinette, and…

Jaeger-LeCoultre is rarely bought for the logo. It appeals to people who understand that reputation in watchmaking is not the same thing as mass recognition. At a dinner, a Reverso…

A. Lange & Söhne is for people who care more about a collector’s approval than public recognition. From a distance, the watches can appear restrained. Turn one over, however, and…

Richard Mille is not a watch anyone buys by accident. The case, exposed movement, and high-tech materials can be recognized from across the table. Among billionaires, elite athletes, tech entrepreneurs,…

Vacheron Constantin is for the person who does not need to wear the most recognizable crown in the room. A casual observer may not notice the watch at all. A…

Audemars Piguet is for people who find Rolex a little too obvious. Outside affluent circles, not everyone will recognize the name. Inside a private club, however, the octagonal bezel of…

Rolex may be the most recognizable watch in the world of luxury. It is noticed in boardrooms, aircraft cabins, on yachts, and over coffee. No knowledge of movements is required:…

Patek Philippe makes watches for people who think not in seasons, but in generations. They may be bought to mark the founding of a company, a wedding, the birth of…

Piaget is a house for people who believe precision does not have to be boring — and that serious wealth is perfectly capable of enjoying turquoise, gold, and a good…