When people think of Swiss watches, brands like Rolex and Patek Philippe often dominate the conversation. But in 2025, there’s so much more to discover. This guide shifts the spotlight to other Swiss legends that deserve just as much attention for their craftsmanship, innovation, and value. If you’re looking for refined design, quality engineering, and a fresh perspective beyond the usual heavy-hitters, you’re in the right place. Let’s explore our best Swiss watch brands of 2025 that you might not have considered, but definitely should.
Our Best Swiss Watch Brands of 2025
Longines
Founded by Auguste Agassiz in Saint-Imier, Switzerland, the story of Longines began in 1832. Originally operating as ‘Raiguel Jeune & Cie’, the company later adopted the name Longines, inspired by “Les Longines”; the fields where its first factory was built in 1867. That year, Longines produced its first in-house movement, which won an award at the Universal Exhibition in Paris. The brand quickly gained a reputation for precision and innovation, especially in sports timing, becoming the official timekeeper for major events like the first modern Olympic Games. In 1889, Longines registered its winged hourglass logo, now the oldest registered trademark still in use in its original form.
Throughout the 20th century, Longines expanded into aviation and exploration, collaborating with pioneers like Charles Lindbergh, who helped design the “Hour Angle” watch for navigation. Known for blending technical innovation with classic elegance, Longines has maintained a strong presence in watchmaking history. Today, Longines continues to be celebrated for its refined designs, rich heritage, and dedication to precision.
Our Longines Pick: Longines HydroConquest Automatic
Inspired by the world of water sports, this HydroConquest stands out with its daring design. Featuring a 41mm stainless steel case, a bold blue sunray dial, and an unidirectional rotating bezel, it offers water resistance up to 300 meters, making it ideal for aquatic adventures. The dial also features a date aperture at 3 o’clock and luminous hour markers and hands for enhanced practicality. Scratch-resistant sapphire glass protects the dial. With several layers of anti-reflective coating on both sides, it not only provides great clarity but also great durability. Powered by a reliable automatic movement, with a 72-hour power reserve, this watch combines Longines’ technical precision with a modern, athletic look. It’s a perfect choice for those who want durability without sacrificing elegance.
Rado
Rado is a Swiss luxury watch brand founded in 1917 by Werner Stüdi and Eberhard Koenig. The company, originally focused on making watch movements and components, later rebranded as Rado in 1957. Rado became known for its innovative use of materials. Most famously, they introduced high-tech ceramics in the 1980s, which revolutionised the watch industry by making timepieces more scratch-resistant and lightweight.
Throughout its history, Rado has emphasised design and durability, producing iconic models like the Rado DiaStar. Launched in 1962, it was the world’s first scratch-resistant watch. The brand has continued to lead in material innovation, creating watches that combine modern aesthetics with cutting-edge technology. Today, Rado remains a leading name in Swiss watchmaking. This is due to its bold designs, use of innovative materials, and commitment to quality craftsmanship.
Our Rado Pick: Rado Captain Cook High-Tech Ceramic Skeleton
This Rado timepiece offers a striking fusion of advanced materials and Swiss watchmaking expertise. Encased in a 43mm matte black high-tech ceramic monobloc case, it features a rose-gold PVD-coated unidirectional bezel and a matching ceramic bracelet. The skeletonised dial offers a captivating view of the R808 automatic movement. This movement boasts an 80-hour power reserve and also comes with a Nivachron™ hairspring for enhanced anti-magnetic performance. With a water resistance of 300 meters and a sapphire crystal with an anti-reflective coating on both sides, this timepiece combines durability with a sophisticated design.
Tissot
Tissot was founded in 1853 by Charles-Félicien Tissot and his son Charles-Émile in Le Locle, Switzerland. From the beginning, the company focused on innovation and quality craftsmanship, quickly earning international acclaim. Tissot was among the pioneers in mass-producing pocket watches and was an early innovator in dual-time zone technology. In 1930, Tissot merged with Omega, a move that helped solidify its position within the competitive Swiss watch industry.
Throughout its history, Tissot has remained at the forefront of horological innovation. It introduced the first anti-magnetic watch in 1930, the first plastic watch in 1971, and the first tactile watch in 1999. Today, Tissot offers accessible Swiss luxury while continuing to develop cutting-edge designs. The brand also plays a significant role in sports timekeeping, serving as the official timekeeper for major events; MotoGP, the Tour de France, and the NBA are but to name a few.
Our Tissot Pick: Tissot Men’s Seastar 1000 Quartz Chronograph
The Tissot Seastar 1000 Chronograph combines bold design with reliable performance. It features a 45.5mm stainless steel case, a black unidirectional bezel, and a gradient blue dial that makes a strong impression. A scratch-resistant sapphire crystal with double-sided anti-reflective coating ensures clear visibility, while luminescent hands and markers enhance readability in low light. Powered by a precise Swiss quartz movement, it offers chronograph functionality as well as dependable timekeeping. The watch is paired with a durable black rubber strap and standard buckle for comfort and security, making it ideal for both underwater adventures and everyday wear.
Raymond Weil
Raymond Weil founded his namesake watch brand in Geneva in 1976, at a time when the Swiss watch industry was struggling due to the quartz crisis. His goal was to offer elegant, high-quality Swiss watches that blended traditional craftsmanship with modern style at accessible prices. The brand quickly earned a reputation for its classical aesthetics and strong musical inspiration, with collections like Maestro and Tango named after famous musical themes.
Remaining family-owned, the company was later led by Weil’s son-in-law, Olivier Bernheim and his grandsons. Under their leadership, Raymond Weil has continued to uphold its Swiss watchmaking roots while embracing innovation. Today, the brand is one of the most respected names in the luxury watch market. Its watches are classic and refined, making them perfect for those who appreciate the finer things in life.
Our Raymond Weil Pick: Raymond Weil Freelancer Automatic Chronograph
This sophisticated men’s chronograph combines Swiss craftsmanship with elegant design. Housed in a 43.5mm stainless steel case with rose gold PVD accents, it features a silver dial with three sub-dials, a tachymeter scale, and luminescent hands for enhanced readability. Powered by the Swiss-made RW5030 automatic movement, it offers a 62-hour power reserve and is also water-resistant up to 100 meters. A brown leather strap with a folding clasp concludes the design of this timepiece. Not only does it ensure great security on the wrist, but it also makes the watch suitable for both formal and casual occasions.
What are your thoughts on our best Swiss watch brands in 2025? Which brand is your favourite? Let us know in the comments below!
