The Top 10 most desirable luxury watches according to Luxury Institute

You can barely turn a page of the Wall Street Journal or The Financial Times without seeing a glossy advert for a luxury watch brand. With so much choice, how is today's time-pressed financier supposed to know which is the right timepiece for them? According to a survey by New York City-based The Luxury Institute, based on their 2010 Luxury Brand Status Index survey, Swiss brand Blancpain clocks up the highest rating for the most luxurious watch brand. 

Blancpain is one of the most complicated mechanical watch makers, with the world's smallest movement and the world's thinnest movement.

However, Rolex is the brand that wealthy consumers are most familiar with and are most likely to have purchased in the past 12 months.

The lowest rated luxury watch brands on the 2010 LBSI are Gucci, Louis Vuitton, Dior and Omega. The top eight watches are all Swiss, while the lowest-rated are predominantly French and Italian.

This survey identifies the 33 brands that deliver true luxury based solely on the ratings of over 500 US pentamillionnaires - defined as wealthy consumers with a minimum annual income of $200,000 along with a minimum net worth of $5m.

Brands were measured by quality, exclusivity, social status and self-enhancement presented on a 0-10 scale.

Here Wealth Bulletin lists the 10 top-rated luxury watch brands.

1. Blancpain

2. Vacheron Constantin

3. Breguet

4. Chopard

5. Hublot

6. IWC

7. Rolex

8. Van Cleef & Arpels

9. Harry Winston

10. Franck Muller

the article can be found here:

Some one at Luxury institute seems to be getting too much money for what he/she does, Hublot, IWC and Rolex but no PP or AP? I'm happy to see VC at n°2 but am surprised to see BP as n°1 as the brand seems to have lost a lot of momentum during the past years.

What are your thoughts?
I do like to see VC at #2...
05/11/2010 - 18:51
But, I think these surveys are a bunch of BS. Without PP, AP, Lange, JLC, and GP listed the people surveyed do not have a clue. This survey holds no weight in my opinion.  Thanks for sharing. Best, Mike
05/12/2010 - 02:30
Thanks for sharing that...I needed a laugh today ."Brands were measured by quality, exclusivity, social status and self-enhancement presented on a 0-10 scale." All luxury items intended to feed the urge for conspicuous consumption use the same ratings.  Wearability, timekeeping, durability, technical engineering, warranty and customer service are all absent.
Well, I'm sure they were measuring something . . .
05/12/2010 - 07:57
I just don't know what. The list they came up with was not the standard watch fancier's list (which would include the Big Three, Lange, probably JLC, etc.), yet it places IWC and Chopard quite high. Neither was it the standard "general rich guy's list" (Rolex, PP, Panerai, maybe Hublot). In a situation like this, I have to wonder about sample size; how many "pentamillionaires" do you know who are interested in participating in this sort of survey? Also, I wonder whether the sample group is chosen from a group of people who are all readers of a particular publication or something like that, so that concentrated advertising in that publication could be influential.
So much for AP, Lange and Patek! [nt]
05/12/2010 - 19:39