The buying guide: 10 most iconic men’s watches of 2025

Few watch designs in the world are recognisable instantly by sight — a rare quality that confers them the covetable status of an icon. Even amidst the throngs of visitors at Watches and Wonders Geneva 2025, I couldn’t help but be drawn to the newest iterations of these classics seen in a showcase from a distance.

Remember the recent National Day Parade? We were positively thrilled to spot — from a mile away — the Patek Philippe watches worn by the Malaysian dignitaries and the Sultan of Brunei. 

Indeed, the best men’s watches in Singapore undoubtedly hail from the top luxury watch brands in the world, according to the latest industry report by Morgan Stanley and LuxeConsult. At the pinnacle of the list are Rolex, alongside other legacy names like Cartier, Omega, Audemars Piguet, and Patek Philippe — all houses with a history spanning over a century.

And with a long heritage comes the expertise, resources, and time that can be dedicated to their collections. As for their most popular models, they certainly didn’t achieve their current status overnight. It took decades of technical innovations and design refinements to attain worldwide popularity and production longevity. 

It’s no secret that while most of us appreciate our daily beaters, there’s always the hope of acquiring that one emblematic high-end timepiece that defines our taste and identity. More than buying a famous watch, you will also be acquiring a well-made flagship creation.

Trends come and go, but these pieces are sure to endure. Whether it is a sports or dress watch, you might just find the design that suits your lifestyle best from the list below on the top 10 most iconic branded men’s watches of all time.

Rolex Oyster Perpetual Cosmograph Daytona Watch

A legendary chronograph built for endurance racing, the Rolex Oyster Perpetual Cosmograph Daytona features a 40mm Oystersteel, gold, or platinum case with 100m water resistance. Its hallmark tachymetric bezel allows drivers to measure average speeds up to 400 units per hour. 

Powered by the in-house calibre 4131, a self-winding mechanical movement with a Chronergy escapement, Parachrom hairspring, and 72-hour power reserve, it offers precision and durability. The dial displays central hours, minutes, and seconds with three counters for elapsed time. A screw-down Triplock crown, Oyster bracelet with Oysterlock clasp, and Superlative Chronometer certification complete this iconic timepiece.

The Rolex Cosmograph Daytona boasts a racing history and a timeless look, making it feel special on the wrist. Plus, it’s one of those high-end watches that not only holds its value but actually grows in desirability, so you’re wearing both a statement and a wise investment.

What we also love about this featured model above is that it’s a great blinged-out version. Apart from its 40mm size that suits both male and female wrists (which means a couple can share them), the gorgeous gems also make an excellent conversation starter. 

Cartier Tank Louis Cartier Watch

Inspired by WW1 Renault tanks, the Tank collection of dress watches dates back to 1917, and embodies timeless elegance with its elongated rectangular case and clean Art Deco lines. It was in the early 1920s that Louis Cartier redesigned the watch with a more rounded case and refined aesthetics, giving birth to the Tank Louis Cartier. 

Today, this particular range showcases Cartier’s high-end watchmaking capabilities and is powered by next-generation mechanical manufacture movements. Still, it retains many of the characteristics that define the Tank: Roman numerals, blued steel hands, a railway minute track, and a beaded winding crown with a cabochon set in either sapphire or ruby.

Made with gold cases, the current available models feature either hand-wound or automatic calibres, in small, large, or XL sizes. 

In our opinion, the Tank Louis Cartier is one of the best branded luxury dress watches for men, thanks to its design pedigree and suitability for everyday wear. The small version can slip easily under a tight sleeve and also be worn by your other half, while the two larger sizes still evoke quiet luxury yet can go just about anywhere with you.

Omega Speedmaster Watch

Introduced in 1957 as a racing chronograph, the Omega Speedmaster quickly distinguished itself with its tachymeter bezel and robust design. The watch became legendary in 1969 when it was worn on the Moon during the Apollo 11 mission, earning its “Moonwatch” accolade. 

Signature features include the tachymeter bezel, tri-compax chronograph layout, and a dial with contrasting markers. Cases are available in various materials, including stainless steel, Sedna gold, and Moonshine gold, while sizes range from 38mm to 44.25mm, depending on the movement. They offer Master Chronometer certification, anti-magnetic properties up to 15,000 gauss, and water resistance of 50m.

Imagine wearing the only watch that went on all six lunar landings. Beyond its fame, the Omega Speedmaster also offers incredible versatility. This rugged, beautifully balanced high-end chronograph looks just as good with corporate attire as it does with weekend wear or on a spacesuit. And this model above just takes the cake for its dial made from actual space material.

Audemars Piguet Royal Oak

Introduced in 1972 and designed by Gerald Genta, Audemars Piguet’s Royal Oak is considered the world’s first true luxury sports watch. Its highly distinctive octagonal bezel, secured with white gold hexagonal screws, was inspired by a traditional diver’s helmet. Its integrated bracelet, hand-finished with alternating brushed and polished links, also remains a hallmark of design. 

The iconic tapisserie dial, available in multiple shades, is characterised by an intricate guilloche technique. Made from numerous materials, including stainless steel and gold, as well as innovative materials such as titanium, ceramic, and coloured forged carbon, the cases range from 37mm to 41mm. In-house automatic or self-winding calibres power the latter with up to 70 hours of power reserve.

Also, Audemars Piguet’s legacy in crafting some of the most impressive complications in watchmaking gives the Royal Oak a depth of pedigree far beyond its sporty look. Add to that its immense popularity, distinctive design and serious collector cred, and you’ve got a watch that feels like wearing a piece of horological history.

Patek Philippe Nautilus

The Patek Philippe Nautilus, unveiled in 1976 and designed by Gerald Genta, is one of the most recognisable luxury sports watches. Its rounded octagonal bezel, inspired by a ship’s porthole, integrates seamlessly with the distinctive bracelet, both of which are meticulously hand-finished with satin brushing and polished accents. 

The horizontally embossed dial, in shades such as blue, green, or grey, features applied luminous hour markers and elegant baton hands. Sizes for men typically range from 39.5mm to 42mm, in stainless steel, rose gold, white gold, or two-toned combinations.Inside, self-winding in-house calibres such as the 26-330 S C and 240 PS IRM C LU deliver reliability, refined finishing, and complications ranging from moonphase to annual calendar.

The Nautilus is the ultimate blend of elegance and sportiness, with a design that feels effortless yet highly distinguished. It carries the weight of Patek Philippe’s reputation for fine watchmaking, meaning the finishing and movement are second to none. It’s one of those rare watches that not only turns heads but also holds — and often increases — its value over time.

Jaeger-LeCoultre Reverso

The Jaeger-LeCoultre Reverso, created in 1931, is an Art Deco icon distinguished by its ingenious reversible case, originally designed to protect the dial during polo matches. Its rectangular silhouette with clean, stepped lines embodies refinement, while the case’s swivel mechanism reveals either a solid metal back for personalisation or a secondary dial on select models. 

Mainly available in stainless steel, gold, or platinum, it features typical case heights from 38mm to 47mm. There are a multitude of models with different functions and colours, from simple to elaborate, but certain defining elements include sword-shaped hands and a chemin-de-fer minute track. They are powered by Jaeger-LeCoultre’s in-house manual or automatic calibres, including complications such as dual time zones or a tourbillon.

Wearing a Reverso means you could tell others about one of the coolest backstories in horology, apart from the fact that Jaeger-LeCoultre is considered the “watchmaker’s watchmaker”. Beyond that clever design, it’s a design that embodies understated elegance, with Art Deco lines that work perfectly for both casual and formal wear.

A. Lange & Soehne Lange 1

The A. Lange & Soehne Lange 1, unveiled in 1994, marked the revival of the Saxon brand and remains its most emblematic timepiece. Its distinctive asymmetrical dial layout features off-centre hours and minutes, a separate small seconds display, a prominent oversized double date display, and a power-reserve indicator, all harmoniously balanced in design. 

Housed in 38.5mm to 41mm cases made of gold or platinum, the design showcases fine craftsmanship details, including blued screws, gold chatons, and Glashutte ribbing. Inside beats the in-house calibre L121.1, a manually wound movement with a three-day power reserve, stop-seconds mechanism, and jumping date.

Through the sapphire caseback, the three-quarter plate and hand-engraved balance cock highlight the best of esteemed Saxon artistry.

The Lange 1 is pure German watchmaking genius, with that asymmetrical dial layout that’s become an icon in itself. Every detail and finishing shows off the brand’s obsession with absolute refinement. And unlike many high-end Swiss heavyweights, it feels a little more under-the-radar — a connoisseur’s choice that subtly speaks volumes.

TAG Heuer Carrera

The TAG Heuer Carrera, introduced in 1963 by Jack Heuer, was created for professional drivers and racing enthusiasts, combining legibility with sporty refinement. Its clean dial layout, often with a tri-compax chronograph arrangement, tachymeter scale, and applied indexes, ensures precision at high speed. 

Modern Carreras are available in 39mm to 44mm cases crafted from stainless steel, titanium, ceramic, or gold, and come paired with steel bracelets or leather straps. Powered by in-house calibres, such as the Heuer 02 automatic chronograph with an 80-hour power reserve, the Carrera also offers chronometer-certified options.

Water-resistant to 100m and protected by a sapphire crystal, the Carrera blends the heritage of motorsport with contemporary watchmaking.

Its motorsport DNA aside, the TAG Heuer Carrera always offers a legible, fuss-free dial in a construction that’s tough enough for daily wear but sharp enough to dress up with. If you have enough chronographs and are looking for a racing-inspired daily beater, this featured Day-Date model could just be it.

Piaget Polo 79

A gleaming horological symbol of the electric 80s, the Piaget Polo was actually introduced in 1979 and made a long-awaited comeback in 2024 as the Polo 79, based on the original design. The sporty gold gentleman’s watch is defined by a cushion-shaped case with an integrated bracelet, characterised by alternating brushed and gadrooned surfaces. 

While the debut model is a compact and unisex 38mm yellow gold version, it was soon followed by a white gold version. The modern iteration replaces the original quartz movement with the ultra-thin, automatic Caliber 1200P1, offering a 44-hour power reserve. 

One of the most popular watches in Hollywood during the glamorous jet-set era, this bold gold throwback design still feels effortlessly chic today. It truly shows off Piaget’s flair for turning watches into jewellery, while still packing serious horological credibility.

Because it’s far less common than the usual suspects, wearing one feels refreshingly different — like you’re in on a stylish secret shared with the celebrity members of the Piaget Society.

IWC Pilot’s Watch

Renowned for its aviation-inspired design and cockpit legibility, the IWC Pilot’s Watch was first introduced in the 1930s. Key features include oversized luminous hands and numerals, a high-contrast dial, an anti-magnetic soft-iron inner case, and robust water-resistant construction. Cases range from 39mm to 46mm, crafted in a variety of metals, with domed sapphire crystals secured against sudden pressure drops. 

Powered by IWC-manufactured automatic and chronograph calibres with up to 120-hour power reserve, they ensure utmost reliability in demanding conditions. Famous models include the Big Pilot’s Watch with its iconic conical crown, the Pilot’s Chronograph, and the heritage Spitfire and Top Gun editions.

This design nails that rugged, cockpit-inspired look while staying super legible and easy to wear every day. And with everything from classic three-handers to big-date complications and perpetual calendars, there’s a version that fits just about any taste without losing that iconic aviator style. Even legendary French pilot and author (heard of The Little Prince?) Antoine de Saint-Exupéry’s foundation has official IWC editions of the Big Pilot.

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