How to choose a luxury watch? A complete guide for men and women

How to Choose a Luxury Watch?

How can you choose a luxury watch without falling for marketing traps or getting lost among dozens of models, brands, and mechanisms?

When investing in a timepiece of prestige, intuition alone is not enough. You need to understand what you’re buying, why certain models stand out, and which criteria align functionality, aesthetics, and long-term value. This article provides a comprehensive guide for those looking to make an informed purchase—whether it’s your first acquisition or an addition to an existing collection. We offer key tips to help you choose, breaking down essential criteria, style differences, budget considerations, and critical factors for a lasting horological investment. And because a watch can—and should—reflect your personality, we’ll also explore how Maison Tellus, with its Swiss heritage and stylistic innovation, offers a unique approach to customization.

Why Buy a Luxury Watch? An Investment Beyond Time

At first glance, a high-end watch may appear similar to a standard model. But once you delve into the materials, movement precision, craftsmanship, and design coherence, the differences become striking.

Choosing a luxury watch is first and foremost about selecting impeccable craftsmanship. Behind every dial lies a complex movement, often designed, adjusted, and assembled by hand. This expertise ensures the watch’s reliability, long-term value, and sometimes even its legacy status.

For both enthusiasts and novices, a luxury timepiece holds meaning. A well-chosen automatic watch becomes a daily companion through life’s milestones and achievements. It’s far from an impulsive purchase—it’s a statement of longevity and refined style.

Maison Tellus fully embraces this vision. Each watch is conceived as a unique object, with special attention given to customization. Thanks to its exclusive “Parenthèses” system, clients can personalize key components—case, dial, indexes—to create a watch design that is truly their own.

Investing in a luxury watch means choosing discreet excellence and timeless design—without chasing trends.

Key Criteria for Choosing the Right Luxury Watch

When choosing a luxury watch, it's important to go beyond aesthetics and consider technical and practical features. Every element—from the movement to the design—contributes to a coherent choice.

The Watch Movement: The Beating Heart

The movement refers to the mechanism that powers the watch. There are three main types:

• Automatic movements, powered by wrist motion,
• Manual mechanical movements, requiring regular winding, and
• Quartz movements, powered by a battery

Watch connoisseurs often prefer automatic movements for their complexity, mechanical autonomy, and heritage. They reflect authentic craftsmanship, true to the Swiss tradition championed by Maison Tellus.

Manual mechanical movements require winding, which may seem inconvenient but offers a tactile, intimate bond with the timepiece.

Quartz movements, on the other hand, are prized for precision and low maintenance. Ideal for those seeking simplicity and occasional wear without constant readjustment.

Materials: Aesthetic Meets Durability

The case material influences comfort, style, and resistance.

• Stainless steel is robust and versatile,
• Gold exudes sophistication,
• Titanium offers lightweight performance, and
• Ceramic stands out for scratch resistance.

Maison Tellus uses premium materials, combining comfort and wrist presence with meticulous attention to textures and finishes.

Watch Complications: More Than Time

A watch complication refers to any function beyond telling time—chronographs, moon phases, power reserve indicators, multiple time zones, etc.

These enrich the experience both functionally and aesthetically. They may serve practical purposes or offer poetic ways of perceiving time.

Watch Style and Daily Use

There is no one-size-fits-all luxury watch—only the right watch for the right purpose.

• A sporty model for active lifestyles,
• A dress watch for professional settings,
• A technical piece for specialized hobbies.

Your watch style should reflect your lifestyle and personal taste. Maison Tellus offers several collections—Discoverer, Dueller, Arès, Stormer, Diamanta, and Stormer—to blend visual identity with functionality.

Wrist Size and Comfort

Often overlooked, case size is crucial.

• Too large: the watch may overpower your wrist.
• Too small: it may feel insignificant or mismatched.

The goal: balance proportions with wrist presence. Maison Tellus designs various diameters, with an emphasis on ergonomics and visual harmony.

What’s the Average Budget for a Luxury Watch?

Price is inevitably a key consideration when buying a high-end watch. But as with most luxury goods, the budget depends on several factors: movement complexity, materials, rarity, and brand prestige.

Understanding Price Ranges

Luxury watches start around a few thousand euros, while high-horology or limited-edition models can reach six figures. Generally, the average price falls between €3,000 and €20,000, depending on the criteria mentioned.

It’s essential to set a budget early—not only to narrow down choices, but also to align your priorities: design, movement, complications, customization, or resale value.

Evaluating Value for Money

Price should not be judged solely by brand. It must also reflect perceived quality, movement accuracy, finishing, comfort, and durability.

Maison Tellus embraces this positioning: offering Swiss Made watches, customizable design, flawless finishing—at competitive pricing compared to watchmaking giants. Ideal for those seeking horological legitimacy and a strong identity, without compromise.

A Long-Term Perspective on Watch Investment

Buying a luxury watch can also be a heritage decision. Some brands see their models appreciate over time, especially limited editions or iconic pieces.

But it’s not just about financial return—it’s about choosing an object to wear, enjoy, and pass on.

Names like Jaeger-LeCoultre, Omega, and Audemars Piguet stand for high horology, while emerging brands like Nomos Glashütte and Laurent Ferrier also deserve attention.

Luxury Watches for Men and Women

The watchmaking world is moving beyond traditional gender codes, but certain distinctions remain useful depending on style, wrist size, and usage.

Aesthetics and Proportions

Men’s luxury watches often feature larger cases (40–46 mm), bold lines, and understated or technical aesthetics—ideal for strong wrist presence and visible complications.

Women’s watches typically have slimmer profiles (28–40 mm), elegant dials, and refined details: mother-of-pearl indexes, diamonds, fitted bracelets. That said, crossover styles are increasingly popular.

Maison Tellus designs collections for all identities:

• Dueller and Arès offer assertive, technical designs appealing to men,
• Diamanta focuses on elegance, light play, and refined aesthetics—without compromising Swiss technical excellence.

Use and Identity

Choosing a watch goes beyond gender—it’s about intended use, personal style, and emotional connection.

Is it a jewel? A daily companion? A tool? A collectible? A memento?

Thanks to its customization system, Maison Tellus offers the freedom to transcend categories, making your watch uniquely yours.

First Luxury Watch or Collector’s Addition? Different Criteria Apply

Choosing your first luxury watch is different from choosing your fifth. Intent, experience, and expectations evolve. Tailor your approach to your profile: beginner or seasoned collector.

First-Time Buyers: Focus on Essentials

For a first purchase, prioritize versatility, perceived quality, and timeless design. Avoid overly complex features or bold limited editions. Look for a reliable movement, legible dial, understated finishing, and wrist comfort. A good starting point: an automatic steel watch with a simple dial and interchangeable strap.

Maison Tellus offers ideal models for this stage—combining strong design and personalization access for a distinctive experience without excess.

Collectors: Refine and Elevate

Collectors seek differentiation: unique movement, rare material, unowned complication, or investment value.

The choice becomes more personal, often driven by collection gaps or aesthetic evolution. Style consistency, originality, and exclusivity (limited edition, bespoke finish) are key levers.

Maison Tellus meets these needs with flexible customization—via its “Parenthèses” concept or exclusive editions, allowing you to build a rare, deeply personal addition.

Customization: The Maison Tellus Signature

Customization in luxury watches is still rare. Maison Tellus stands out with a unique, client-centered, technical and aesthetic approach.

The "Parenthèses" Concept: A Signature Innovation

Maison Tellus introduces its proprietary Parenthèses system—allowing clients to compose a watch in their image.

This means personalizing key design elements: the lateral “parentheses” encasing the case, the sapphire crystal, the dial cylinder, and sometimes even movement details (upon request).

The process is simple yet refined, ensuring elegance and durability. Unlike fixed limited editions, the client becomes a co-designer of a lasting, balanced model.

This appeals to both newcomers seeking a unique piece and collectors looking to enrich their selection with a watch like no other.

A Watch, Many Lives

Customization is not just about looks—it also allows the watch to evolve over time. Thanks to interchangeable parts, your watch can adapt to different contexts: business, events, casual, or formal wear.

Thus, investing in a customizable watch becomes a rational and sustainable choice. Instead of buying multiple watches, evolve one over time. Maison Tellus offers real long-term value.

When Uniqueness Meets Legacy

At Maison Tellus, personalization is not a trend—it’s a refined way to combine Swiss horological tradition with personal expression.

The result? Luxury watches for men and women that don’t follow trends—they reflect a style, a spirit, a story.

Choosing a Watch Is Choosing a Rhythm

Selecting a luxury watch is more than picking a product. It’s defining your relationship with time, asserting your style, and honoring craftsmanship. It’s also a thoughtful choice—considering the movement, materials, complications, design, and of course, your budget.

For a first-time buy or a collector’s piece, every detail matters. In a world of similar timepieces, Maison Tellus offers a distinct path: refined personalization for a unique, lasting watch.

Want to go further?

• Explore our collections
• Browse our buying guides
• Join the Collector’s Club
• Learn more about Maison Tellus

At Maison Tellus, we believe a watch isn’t chosen by chance. It reveals itself. And it begins here.

FAQ – Your Most Common Questions About Luxury Watches

What are the best tips for buying a luxury watch?

Take your time. A luxury watch is not an impulsive buy. Define your expectations (use, style, budget), learn about the movement (automatic or quartz), and consider materials, comfort, and complications. Use a detailed guide like this to frame your decision-making. Ask for advice from experts or directly from brands. Whether buying new or pre-owned, always prioritize transparency, traceability, and best value.

What’s the best luxury watch for men?

It depends on your lifestyle. Men's watches range from elegant minimalist models to sporty technical designs. Choose a brand that aligns with your aesthetic and interests—especially if you’re looking for a specific movement or horological signature. At Maison Tellus, the Arès collection is the perfect balance of visual strength, Swiss precision, and high-end finishing.

What are the top luxury watch brands?

Top brands are known for longevity, innovation, iconic designs, and impact on watchmaking history. Notable names: Rolex, Patek Philippe, Audemars Piguet, Omega, TAG Heuer, Grand Seiko, and Vacheron Constantin. Beyond reputation, it’s key to find a brand that resonates with your values. Maison Tellus, for example, offers instantly recognizable designs, personalization, and aesthetic innovation—a true alternative to standardized luxury.

What’s the average price of a luxury watch?

Prices vary depending on brand, materials, movement type, and complications. Entry-level luxury watches start at €2,000 to €5,000. High horology models often exceed €20,000. Think of it as an investment—in durability, timeless design, or even legacy value. Depending on your needs, you might choose a quartz, automatic, diving, or sports watch. The right choice is the one that suits you.