Rolex vs. Omega vs. TAG Heuer vs. Breitling: Which Brand Wins the Luxury Watch Showdown?
History
| Rolex since in 1905. |
| Omega since in 1848. |
| TAG Heuer since in 1860. |
| Breitling since in 1884. |
Rolex History
Rolex was originally founded in 1905 as “Wildorf and Davis” by Hans Wilsdorf and Alfred Davis in London. Shortly after the name, Rolex was filed for a trademark, an office was opened in La Chaux-de-Fonds in Switzerland. The company was finally registered in November 1915. Rolex moved its operations to Geneva in 1919 to avoid heavy taxation from a recovering post-war Britain. In 1960 the founder Hans Wilsdorf passed away, At that time all Rolex shares were owned by the Hans Wilsdorf Foundation to make sure some of the companies earnings would go towards charity. This remained unchanged to this day and Rolex SA is still owned by the foundation which is registered as a charity.
Omega History
Omega was founded in 1848 by Louis Brandt in la Chaux-de-Fonds. It wasn’t until 1903 that Omega was first used in the new company name Louis Brandt et Frère – Omega Watch & Co. This was due to the success of their revolutionary manufacturing and their Omega watch line which became a brand on its own. It wasn’t until 1982 that the name was officially changed to Omega SA. Already in the early 1900s, they had around 800 employees creating 240.000 watches annually. After the founder passed away the next generation took over and continued success. In 1930 they became part of the SIHH group together with Tissot and Lemania joined shortly after. By 1970 they were the biggest producer of watches in Switzerland. Due to the quartz crisis, things changed and in the early ’80s and name changes the companies became part of the SMH and Swatch group finally in 1983.
TAG Heuer History
Since 1860, TAG Heuer has been combining technological innovations and precision timing. Committed to the world of sport, particularly motor racing, the brand has created some of the world’s most accurate timing instruments, achieving an accuracy of 5/10,000ths of a second. This know-how is infused in every collection and every piece. From the TAG Heuer Carrera to the Autavia or Monaco watches, all the timepieces stem from cutting-edge research at the forefront of the watchmaking industry. Masterfully designed, many of these collections has gained an iconic status.
Breitling History
Breitling SA was founded in 1884 by Léon Breitling in Saint-Imier. He focused on chronographs, which were in demand for industrial, military, and scientific applications and for athletic organisations. When Léon Breitling passed away in 1914, his son Gaston took over the family business. Inheriting his fathers pioneering spirit he launched the world’s first chronograph with a separate button above the crown. When Gaston passed away unexpectedly in 1927 an external team managed the company as his son, Willy, was only 14 years old.
In 1979 the brand was sold to Ernest Schneider, watchmaker and entrepreneur whose family looked after the brand until 2017. In that year Breitling became part of CVC Capital Partners and Georges Kern (former CEO of IWC) was appointed CEO.
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Watches
Rolex Watches
Rolex makes many different kinds of watches and can be loosely classified as versatile luxury tool watches. Their watches fall into many categories but generally, you can divide them into Sports watches and classic models but also have some models for other types of adventurers as well as scientists.
Aviation watches: These are geared toward pilots, aviators, frequent flyers, and other aeronauts.
Motorsports watches; These watches are made for competitive racing professionals such as racecar drivers etc.
Diving watches: Diving professionals, diving instructors, competitive swimmers, and those who engage in other subaquatic activities love these collections. These watches often have a unique clasp on the bracelet allowing for it to quickly be resized to accommodate a diving suit. Some will even have a thicker crystal making them strong enough to withstand the added pressure of deepsea diving.
Classic watches: many collections with classic watches such as a watch for a black-tie affair or formal attire.
They are sturdy and durable watches that have excellent accuracy regardless of what new model you chose. They are instantly recognizable by pretty much everybody. They have many, many styles from which to choose.
Omega Watches
They create many different collections of both classic and sports models. From sports watches to refined dress watches. THE COLLECTION:
Globemaster
Constellation
Diver 300M
Aqua terra 150M
Seamaster 300
Planet Ocean 600M
Moonwatch
Dark side of the Moon
Ladymatic
Hour Vision
Trésor
Prestige
Tourbillon
TAG Heuer Watches
While TAG Heuer has many popular collections such as the Aquaracer which is popular with divers, and the Carrera which is also widely popular, the watches in the Formula 1 collection seem to be the best sellers. This is probably attributed to the fact that they are more affordably priced and therefore more accessible. THE COLLECTION:
TAG Heuer Connected
TAG Heuer Carrera
TAG Heuer Formula 1
TAG Heuer Aquaracer
TAG Heuer Monaco
TAG Heuer Autavia
TAG Heuer Link
Breitling Watches
SUPEROCEAN FROM USD 3,700.00
Breitling’s Superocean is technical, durable and comes in a range of fun colors. Dive with it, surf with it, swim with it, hit the beach bar with it.
NAVITIMER FROM USD 4,650.00
For 70 years, the Breitling Navitimer has been one of the world’s most beloved mechanical chronographs. The Navitimer family introduces a watchmaking legend to a whole new generation.
CHRONOMAT FROM USD 3,950.00
Breitling’s all-purpose watch for your every pursuit, at home both on the red carpet and at the beach. Introduced in 1984, the Chronomat celebrated Breitling’s centenary in style and marked the return of the mechanical chronograph. Nearly forty years later, the Chronomat is set to appeal to men and women of purpose, action and style.
CLASSIC AVI FROM USD 4,100.00
Directly inspired by the design codes of the Ref. 765 AVI Co-pilot, the Classic AVI collection embodies Breitling’s earlier ties with aviation, evoking the cockpit clocks made by its Huit Aviation department in the 1930s. The Classic AVI pays homage to its unique heritage with a highly legible dial and rugged case. Today, the collection celebrates the pioneering spirit of early pilots and four legendary planes: the Curtiss P40 Warhawk, the de Havilland Mosquito, the Vought F4U Corsair, and the North American P-51 Mustang.
PROFESSIONAL FROM USD 3,300.00
One of Breitling’s earliest and most enduring mottos was “Instruments for Professionals” and the words are as relevant today as ever. The watches in the Professional family are equipped with features that make them perfect partners for every adventurer.
SUPEROCEAN HERITAGE FROM USD 4,500.00
The updated, upgraded Superocean Heritage line celebrates a more-than-60-year legacy of great Breitling dive watches. With a reinvigorated design, it blends timeless aesthetics with cutting-edge technology.
AVENGER FROM USD 3,950.00
Power in action. The Breitling Avenger is a study in superlatives: unparalleled safety and reliability; extreme robustness and shock resistance; maximum functionality; incredible readability. It’s ready when you are!
TOP TIME FROM USD 4,990.00
After its release in the 1960's, the Top Time quickly became a symbol of self-expression for a dynamic generation thanks to its elegant and unconventional dial design. The Top Time was never about keeping time but expanding it, exploring the world in your way, at your own pace.
PREMIER FROM USD 4,900.00
In the 1940s, Breitling launched the original Premiers, watches dedicated to everyday elegance. Now, the new Premier collection introduces models whose elegance is worthy of their historic name and whose quality, performance, and design DNA are pure Breitling!
Quality and Craftsmanship
Rolex Quality and Craftsmanship
Rolex makes very solid watches. Their movements are incredibly accurate and their cases are very durable.
Taking the time to do things well, aiming for perfection, every step of the way.Rolex watches are crafted thanks to thoughtfully curated expertise that is constantly enhanced and passed on from one generation to the next with great care. From traditional techniques to cutting-edge technologies, here is a closer look at the wealth of knowledge behind each Rolex watch.
Invented by Hans Wilsdorf, the Oyster Perpetual was brought to life thanks to the know-how of employees sharing a passion for excellence, innovation and improvement. They have always been united in one aim – to achieve the best possible quality while striving for perfection.
Rolex has resources that encompass a wide range of skills: watchmakers, engineers, designers and other specialists work closely at every stage on the development and manufacturing of the timepieces.
From the casting and forming of metals to machining, finishing, gem-setting and final assembly of the movement, case, dial and bracelet, here is a closer look at the key areas of Rolex expertise.At Rolex, multi-skilled prototype makers give shape and function to newly designed components and watches for the first time. They secretly bring timepieces to life years before launch. Modellers, production planners, engineers or horologists: all are involved in the creation, research and development process.
Prototype makers transform detailed design and engineering concepts into fully functional timepieces or components, with the exacting precision and finish required of a final model. Their ability, and the demands placed on them when creating these pieces are such that they encompass practically the entire skillset and capacity of a watchmaking manufacture in a team of a few dozen people.
Many prototype makers have acquired an astonishing range of specialist skills in different aspects of craft and manufacturing related to their teams – design, case and bracelet fabrication, ceramics, or the mechanical movement – and many continue to do so during their prototyping career. Such flexibility allows them to handle a wide range of components and fabrication methods.
Omega Quality and Craftsmanship
They manufacture great timepieces and have unique models for all types of activities ranging from subaquatic exploration and water sports to space exploration and everything in between. They create many different collections of both classic and sports models. They are built tough and are accurate, durable, and dependable.
Omega is the undisputed alpha dog of the watch world. Omega has enjoyed top-dog status among wrist watch brands for more than 170 years. Prestige simply comes with the territory when icons like John F. Kennedy, Buzz Aldrin and Prince William have all shown off their admiration of a brand. Omega is simply the brand of icons. In addition to being the official Olympic Games timekeeper, Omega is also credited with being the first brand to put a watch on the moon. The amazing thing is that the same impeccable craftsmanship and meticulous features that made their way to the moon can be worn over your wrist.
They are very popular all over the world, and as far as Swiss watch brands go, they are only second to Rolex in terms of international brand recognition. They employ several different proprietary technologies in their watches such as the Co-Axial escapement and come with an excellent 5-year warranty.
TAG Heuer Quality and Craftsmanship
TAG Heuer makes some great watches. They are stylish, precise, and very popular. Many of their mechanical watches have a COSC certification that comes with the Chronometer designation; a testament to their superior performance and accuracy.
TAG also has a long list of brand ambassadors that includes actors Chris Hemsworth and Patrick Dempsey, and many sports figures. You can also add partnership agreements with Aston Martin & Red Bull’s Formula 1 team and have earned them the title of the team’s Official Watch, Official Timekeeper, and Team Performance Partner until 2021. This relationship with Formula 1 dates way back to the 1950s and is very on-brand with their motto of #DontCrackUnderPressure. The partnerships don’t stop there! TAG Heuer has been involved with many other motorsports events such as the famous Indy 500, World Touring Car Championship/WTCC, FIM Endurance World Championship, and MXGP Motocross championships, to name a few.
Breitling Quality and Craftsmanship
Breitling produces many watches that are marketed as watches for professionals. This, of course, refers to their many different timepieces that are made for pilots, astronauts, nautical professionals, diving professionals, search and rescue teams, and more. This innovative brand even produced a watch that has a tracking beacon built into it which would come in handy in the event of natural disaster or some other form of danger. Breitling also appreciates personal style and you can customize each watch from a variety of straps using the Breitling watch band of your choice.
Movement
Rolex Movement
Hidden away in its waterproof case, the Perpetual movement remains invisible to the wearer of the watch.
Only Rolex-certified watchmakers are able to access it with their special tools. Yet, when it has the honour of being seen, this exquisite mechanism known the world over for its chronometric performance can truly be admired for what it is: a work of art, a magnificent miniature universe, a myriad of shapes, forms, volumes, colours and surfaces, some polished, some satin-finished, others circular-grained, always with loving care, and in keeping with watchmaking tradition.Precision, robustness, reliability.
The Perpetual movements that equip the Oyster models play a key role in the reputation for excellence of Rolex watches. These self-winding mechanical movements, all rigorously certified as chronometers by the Swiss Official Chronometer Testing Institute (COSC), are entirely designed and manufactured by Rolex based on common characteristics. These ensure high performance and adherence to uncompromising requirements in terms of precision, reliability, shock-resistance, efficient self-winding and ease of maintenance.
The green seal accompanying every Rolex watch is a symbol of its status as a Superlative Chronometer. This exclusive designation attests that it has successfully undergone a series of specific final controls by Rolex in its own laboratories according to its own criteria, in addition to the official COSC certification of its movement. This unique testing of the chronometric precision of the cased-up movement, as well as of the watch’s waterproofness, self-winding and power reserve, pushes back the boundaries of performance and makes Rolex the benchmark for excellence in mechanical watches. The green seal is coupled with a five-year guarantee which applies to all Rolex models.
Omega Movement
Most use self-winding (also known as automatic) movements that have a weighted rotor attached which allows for the automatic winding. However, Omega also manufactures many models that use battery-powered quartz movements as well as several models which are called hand-wound or manual wind which need to be manually wound.
TAG Heuer Movement
Many of their watches are automatic also known as self-winding watches. However, not all of their watches are automatic. Many of their more affordably priced watches are powered by quartz movements (which are battery-powered).
Breitling Movement
Breitling is a chronograph specialist that has played a key role in the technical development of this complication, including by inventing the two independent pushpieces and by presenting the first selfwinding chronograph (1969). The firm belongs to the highly exclusive circle of watch manufacturers possessing their very own mechanical chronograph movements: a range of high-performance in-house made calibers endowed with useful and user-friendly functions (including innovative dual-time and worldtime systems), and accompanied by an exceptional five-year warranty. To ensure complete mastery of the quality of its mechanical movements, Breitling built an ultramodern factory on the outskirts of La Chaux-de-Fonds and named Breitling Chronométrie. Moreover, the electronic models are all equipped with SuperQuartz™ movements that are ten times more accurate than the standard quartz equivalents.
Breitling has chosen to explore new paths in manufacturing its own chronograph movements. Inspired by an avant-garde concept used in other cutting-edge sectors and duly adapted to watch industry, the firm has developed an industrial production-chain system that revolutionizes traditional movement assembly. Each movement is individually monitored by an ultra-sophisticated software program that automatically directs it towards the appropriate work station, along a route alternating between fully automated stations and others requiring manual intervention. All the adjustment phases are also integrated within this process, which means that each movement emerging from the chain is ready to face the stringent tests conducted by the COSC. Breitling thereby guarantees the reliability of its "instruments for professionals", including in large-scale production.
To guarantee absolutely reliable read-off by the COSC (Swiss Official Chronometer Testing Institute) test instruments, each movement must be fitted with a white working dial and a black seconds hand. The movements are individually wound once a day using a machine that turns the crown according to a predetermined number of rotations. Precision is measured by a robot that reads the position of the seconds hand. Each individually numbered movement is tested during 15 consecutive days and nights. The controls are performed in five positions and at three different temperatures (23° C, 38° C and 8° C). To earn the much-coveted title of an officially certified chronometer, the movement must meet seven extremely rigorous eliminatory criteria, including a mean daily variation in rate of less than -4/+6 seconds - corresponding to a 99.99% degree of accuracy. Only 5% of the watches produced in Switzerland are chronometer-certified.
Accuracy & Precision
Rolex Accuracy & Precision
The watch experts at Rolex assemble all the various components which go into a Rolex caliber and regulate the movements to ensure the highest precision. Every Rolex watch receives the highest 3rd party designation for a watch's accuracy. This designation is called a Chronometer. This Chronometer designation is awarded to a watch movement after being tested by COSC (Contrôle Officiel Suisse des Chronomètres), the Official Swiss Chronometer Testing Institute. A COSC certificate is given to Chronometers to prove their accuracy.
However, Rolex isn't happy with the -4/+6 seconds per day accuracy that a COSC certificate ensures. After the calibers are returned to Rolex from COSC with a COSC certificate, Rolex does further testing, in-house while the caliber is in a watch case and regulates them even further until they achieve an accuracy of -2/+2 seconds per day. That's at least 200% more accurate than a COSC chronometer. Only after the watch is this accurate will Rolex gives the watch a second designation called Superlative Chronometer.
Omega Accuracy & Precision
Especially the newer models that have the Master Chronometer designation. These are accurate up to -0/+5 seconds per day. These calibers are significantly more accurate than those with just a COSC Chronometer designation which is -4/+6 seconds per day and was the industry’s highest 3rd party designation in horology.
TAG Heuer Accuracy & Precision
Many of their mechanical watches have a COSC certification that comes with the Chronometer designation; a testament to their superior performance and accuracy.
Breitling Accuracy & Precision
Breitling doesn't have any Master Chronometers but does have many watches with the one certificate from COSC and the Chronometer designation. On the other hand, they do have many quartz watches that have a COSC certified Quartz Chronometer designation which means that battery-powered movement is accurate to a higher standard than standard run-of-the-mill quartz movements. Breitling calls these watch movements SuperQuartz and can be found in many of their quartz watches.
Pricing
Rolex Price
The most affordable Rolex watches start at a list price of about $5,700. The most expensive Rolex watches which are not auction pieces go up to a list price of about $82,500. Most recently a Rolex Day-Date 40mm made out of solid platinum was introduced and has an ice-blue dial like all platinum Rolex watches and comes with a diamond bezel. The price tag is just north of $100,000.
Omega Price
The list price of an Omega watch ranges anywhere from $2,650 to $45,500. Alternatively, our discounted pricing is anywhere from $2,040 - $35,035 depending on the model you choose.
TAG Heuer Price
TAG Heuer watches typically sell for between $163 - $13,744. The most popular TAG Heuer collection is the Formula 1. TAG Heuer’s collection of Formula 1 watches have an entry-level MSRP of around $1150. This collection includes F1 watches for men as well as Formula 1 watches for women. Some of their higher-end models of Formula 1 watches cost a few thousand dollars more. In general, the quartz models are more affordably priced than the automatic models. Similarly, the models for ladies with diamond-encrusted bezel rings or diamond hour markers cost more than models without diamonds. Even so, their automatic models as well as their diamond models are still affordably priced when compared with other brand name Swiss watchmakers that have wristwatches with similar features.
Breitling Price
Breitling, with more affordable watches such as the men's 45mm Breitling Colt Skyracer which is powered by a COSC certified Breitling SuperQuartz™ Caliber 74 movement for about $2,000. Their mechanically powered automatic watches Such as the Chronomat Colt Automatic 44mm Start at an MSRP of about $3,240.
Guarantee
Rolex Guarantee
Rolex guarantees the proper functioning of its watches for a period of five years from the date of purchase. The Rolex guarantee excludes normal wear-and-tear (notably the wear-and-tear of non-metal bracelets and straps), loss, theft, or damage due to misuse. The substitution of components with, or the addition of, components or accessories not manufactured by Rolex will invalidate the guarantee. The guarantee is valid only if
(1) the watch has been sold by an Official Rolex Retailer;
(2) the guarantee card has been completed in full by the Official Rolex Retailer at the time of purchase;
(3) the guarantee card is presented with the watch, either to an Official Rolex Retailer or to an Official Rolex Service Centre.
Any work carried out by third parties will render the guarantee null and void.
Omega Guarantee
Every Omega watch is warranted for a period of sixty (60) months. It covers material and manufacturing defects existing at the time of delivery. During the warranty period and by presenting the valid warranty certificate, you will have the right to have any defect repaired free of charge. This includes the repair or replacement of any spare parts and/or rectifying any faults as identified by our Customer Service. In the event that repairs are unable to restore the normal conditions of use of your OMEGA watch, OMEGA guarantees its replacement by an OMEGA watch of identical or similar characteristics. The warranty does not cover normal wear and tear or damage caused by accidents or negligence. The warranty is rendered void if work is carried out on the watch by persons who are not authorised to do so by OMEGA.
TAG Heuer Guarantee
Your TAG Heuer watch is made based on years of expertise and tested to ensure that it functions and embodies quality and performance perfectly, regardless of the collection. With their International Limited Warranty, TAG Heuer undertakes to repair, free of charge, any problem with the functions of your watch that result from a manufacturing defect. This International Limited Warranty will be honored throughout the TAG Heuer international network, at one of their official point of sales, or authorized TAG Heuer Service Center, regardless of the country of purchase.
Your TAG Heuer watch is covered by the Limited International Warranty against any manufacturing defect for a period of twenty-four (24) months from the date of purchase.
To benefit from our International Limited Warranty, the following conditions must be met:
your international warranty card must have been electronically activated by your TAG Heuer Boutique or your authorized retailer at the time of purchase;
the serial number engraved on the case must be perfectly legible and no part of the original case back or original serial number must have been removed, modified, falsified, altered, replaced, erased, defaced, or made illegible.
Breitling Guarantee
BREITLING MOVEMENTS
Your Breitling watch or chronograph equipped with any other than a mechanical Manufacture Breitling Movement is guaranteed against any manufacturing defect for a two-year period as set out under this terms and conditions (“Breitling International Warranty”), taking effect as of the date of purchase of the watch (“Warranty Period”).
MECHANICAL MANUFACTURE BREITLING MOVEMENTS
For watches or chronographs equipped with a mechanical Manufacture Breitling Movement, the Breitling International Warranty applies with an extended Warranty Period of 5 (five) years (“Breitling International Manufacture Movement Warranty”).
The Breitling International Manufacture Movement Warranty does cover any manufacturing defect of the mechanical Manufacture Breitling movement, provided that water resistance tests are performed every two years following the date of purchase by an authorized Breitling service center. These tests are conducted free of charge. The warranty takes effect as of the date of purchase of the watch (“Warranty Period”).
Value
Rolex Value
On average they hold their value better than any other brand. Some of their steel sports watches and even some precious metal versions have recently increased in street value from the manufacturer's suggested retail price. This is primarily because the company has been holding back on their inventory and in 2024 these prices have been reaching all-time highs.
Generally, the sports models such as the Rolex Submariner, Daytona, Deepsea, Explorer, GMT Master II, and Yachtmaster have the best resale value and it is possible that this is because of the demand for these models is greater than most of the many other more classic Rolex models.
However, most Rolex watches will on average retain a higher percentage of their original purchase value at the time of sale when compare to watches from other brands.
Some models will sell for even more than their original purchase value even after putting it on your wrist. Though this is not common, it does happen from time to time.
Omega Value
Most watches don’t increase in value. You need to look at the purchase of a watch the same way as when you consider purchasing a vehicle. The minute you use it, it already dropped in value. Typically, the types of watches that will appreciate are the ones that are extremely rare or even more rare, ones that had a production flaw. Limited and numbered editions tend to hold their value well, but more often than not, a watch will drop in value as soon as you use it.
Most watches don't hold their value. You will usually take a hit at the point of reselling. Of course, there are exceptions such as in the case that it is a very rare model or a model that accidentally was released with a production flaw of some type. These models are few and far between.
TAG Heuer Value
Like most consumer products, watches lose value the moment you wear them. The rare exceptions are so few and far between that it’s safe to say a resounding no. Very few brands hold their value very well.
Breitling Value
An excellent watch. There is a direct correlation though between the value of a brand, the recognition of a brand and the resale value. While there are some watches that have high resale value for other reasons such as the rarity or iconic status of a watch; as a general rule, the better the brand the more you'll get back when trying to sell it. This is true with most products, not just watches.
However, in terms of the percentage of what you originally paid for a Rolex or Breitling versus what you can sell it for, you will usually get more when reselling your Rolex watches compared to reselling your Breitling watch.
Which Brand Wins the Luxury Watch Showdown?
In all respects, Rolex is definitely slightly better, followed by Omega. As for Breitling and TAG Heuer, it depends on your needs. The price difference between Breitling and TAG Heuer products is quite large, and the craftsmanship and movement of the more expensive products will be better and the accuracy will be higher.
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