There are tons of best-in-class watchmakers on the market that are quick to roll off the tongue. Beloved brands range from tried-and-true, casual classics such as Timex and Casio, all the way up to high-end investment pieces like Rolex and Patek Philippe. But what about the watches that don’t carry the same clout as the mainstream competition?
Today, we’re taking a good, hard look at some of the most underrated watch companies in the game. They might not be top-of-mind for the average consumer, but they certainly deserve a spot on your radar. From durable models to take on your next adventure, to stylish designs that are sure to make a statement, each brand is committed to creating timepieces that are as hard-wearing as they are handsome. Here are 10 of our favorites worth adding to your wishlist.
Jack Mason
The Jack Mason brand was born in the heart of Texas back in 2015, but don’t let that fool you. Their in-house team of passionate experts has more than 50 years of combined industry experience. They’ve come a long way since their humble beginnings, driving an airstream through target markets to demonstrate their wares. Today, their sophisticated watches can be found in storefronts across the country, including Nordstrom, Dillard’s and Hudson Bay. With an international perspective, their timepieces blend Italian leather, Japanese movement, and an American work ethic. Their current models come with a lifetime warranty and are curated into six thoughtfully designed collections: aviation, nautical, field, racing, diving and heritage.
Our top pick: Racing Chronograph 40mm [$275; jackmasonbrand.com]
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Wood In Philosophy
Wood In Philosophy launched in a cozy design studio based in Vancouver, British Columbia, drawing inspiration from the great outdoors and minimalist aesthetics. The family-run company creates trend-forward timepieces using high-quality wood in every model. For a more polished look, check out their newly launched Tidefall Collection, which has sophisticated steel accents. Their Fernweh and Skyline Collections embody a more laid-back vibe, with leather straps and sleek watch faces. The company (soon to be rebranded to DVGNT) also offers customized engraving options to add a thoughtful and personalized touch. Plus, they offer free shipping to orders within the U.S. and Canada, and $15 flat-rate shipping to a list of approved international destinations.
Our top pick: McWay Zebrawood and Marine Chronograph [$185; woodinphilosophy.com]
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MONTA
St. Louis, Missouri, is known for lots of things: the Gateway Arch, baseball, and great beer. But now, thanks to MONTA, it can add top-notch watchmaking to the list. MONTA was created in 2015 after its co-founders attended Baselworld in Switzerland and felt the industry needed a breath of fresh air. Today, the brand produces four seriously sharp collections that pay homage to the rich tradition of Swiss watchmaking by working exclusively with Swiss manufactures. Painstaking detail goes into every design, which is evident from the first glance. The bracelets, made of 316L steel are durable but comfortable, and every facet of the case is either polished or brushed to perfection. The price tag skews on the higher end, but the superior quality is worth every penny.
Our top pick: Blue Dial Atlas [$1,615; montawatch.com]
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The Electricianz
Looking for a shocking statement piece that’s guaranteed to inject a jolt of style into any outfit? Then don’t miss the daring designs from The Electricianz, a new Swiss-based company. The brand has already garnered plenty of buzz thanks to their eclectic collection, which is whimsical, wacky, and a bit weird (but awesome nonetheless). Known for their bright colors and exposed skeleton dials, the watches give a behind-the-scenes look at the inner workings of a mechanical timepiece. But for the less bold, The Electricianz offers some slightly more subdued models (like the The Blackout) that still capture the same edge and personality.
Our top pick: The Cable Z [$380; the-electricianz.com]
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ROUE
Alex Iervolino was raised with an appreciation for timeless style and classic cars. The combination of his passions eventually steered him toward the timepiece industry and the creation of ROUE―which means “wheel” in French, a straightforward nod to motoring culture. The microbrand made a splash when it launched in 2017. Its retro styles are inspired by iconic looks from the 1960s-1980s. High-precision Japanese quartz movement, scratch-resistant sapphire crystal glass, and a friendly price point also helped launch the brand’s popularity. Check out their four series, including the CHR, SSD, HDS, and CAL.
Our top pick: CHR One with Black Case and Gunmetal Dial [$260; rouewatch.com]
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Hamilton Watch Company
With roots in Lancaster, Pennsylvania, the Hamilton Watch Company is now headquartered in Bienne, Switzerland. What began as a pocket watch manufacturing company in 1892 has evolved over the generations. Now, they produce a diverse range of expertly crafted timepieces suited for every style—from dignified formal models to rugged military options. Plus, every purchase includes free ground shipping and an official two-year warranty. With nearly 130 years of experience under their belt, you can trust that these Swiss-made beauties are built to last.
Our top pick: Khaki Navy Scuba Auto [$707; hamiltonwatch.com]
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Nordgreen
Denmark is widely regarded as one of the world’s leading design destinations, with a time-honored legacy rooted in the space. The philosophy touches virtually every industry, including furniture, fashion, architecture, and more. So it should come as no surprise that the Danes also create stunning timepieces. Nordgreen (“Nord” representing the brand’s Nordic identity, “green” alluding to their commitment to sustainable practices) is a prime example. Based in Copenhagen, the company boasts a handsome lineup of quintessentially Scandinavian watches that embody the sought-after Danish aesthetic, guided by Jakob Wagner―one of the region’s most celebrated designers. With every purchase, a portion of sales goes to one of the brand’s three NGO partners (allowing customers to choose their favorite cause).
Our top pick: The New Philosopher Gold in Brown Leather [$220; nordgreen.com]
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Brew Watch Co.
Coffee culture is as strong in New York as the jet-black java found in its countless cafes. And in the city that never sleeps, the sacred coffee break isn’t just a daily ritual, but a way of life. This ethos is exactly what inspired Jonathan Ferrer to develop Brew Watch Co. Independently designed and crafted in New York City, the brand pulls its sleek design inspiration from an unlikely source: the espresso machine. Industrial, efficient, and masculine, it’s easy to draw parallels between the two. Head to the website to explore the cozy collection and learn about upcoming releases.
Our top pick: Retrograph Phantom [$350; brew-watches.com]
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Vaer
Anyone in search of a watch that strikes the perfect balance between affordability and durability should set their sights on Vaer. Ryan Torres and Reagan Cook founded the Los Angeles-based brand in 2015 with the vision of creating value-driven watches for the modern man to wear with confidence in any setting. Every watch is hand-assembled and tested in Los Angeles by a team of Swiss-trained technicians. Their impressive collection includes key features like easily interchangeable bands, 10ATM depth rating, sapphire crystal, and Swiss quartz movement. With a dedication to the outdoors, a percentage of sales goes to supporting environmental non-profits. The brand punches high above its price point and is sure to please.
Our top pick: Field White Nylon [$175; vaerwatches.com]
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Stührling
In-the-know watch enthusiasts have probably heard the name Stührling before (and maybe even own one or two of their own), but they’re still widely under-the-radar to the everyday consumer, despite a storied past. One of the first true internet watch companies, the brand launched in 1999, years before the advent of Facebook, Wikipedia, or the iPhone. Today, they’re still churning out eye-catching designs that are worn on the wrists of more than 15 million customers worldwide. Their extensive array of products includes models fit for every style and price range, from bargain steals at under $100 to heavy hitters clocking in well over the $1,000 threshold.
Our top pick: The New Celestia 897 Quartz 42mm Classic [$195; stuhrling.com]
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