
Luxury watches come with a reputation built on prestige, craftsmanship, and history—but not everything people say about them is true. Some beliefs have been passed down for years, but the truth is more complex, and some assumptions don’t hold up under closer scrutiny. Here are ten common ideas about luxury watches that aren’t as accurate as they seem.
Price Equals Prestige

You don’t need to break the bank to own a truly luxurious watch. While high-end watches like Rolex and Audemars Piguet command hefty prices, smaller brands like Longines and Tudor offer fantastic craftsmanship at more accessible price points. You can find quality mechanical movements and impressive finishing even in microbrands with a direct-to-consumer model.
Gold Is The Only Way to Go

No, gold is not the only way to achieve a luxurious look. Gold may be traditional in luxury timepieces, but modern materials such as ceramic and titanium have become game-changers. Ceramic offers amazing scratch resistance, while titanium provides strength with less weight. This proves that the world of luxury watches is evolving.
Heavier Means Better

Don’t be fooled by weight. A platinum Patek Philippe is much heavier than its steel counterpart, but heavier doesn’t always mean superior. Richard Mille’s use of lightweight carbon composites, for example, results in watches that can exceed $500,000. So, quality and innovation could matter more than weight in some instances.
Each Piece Is An Investment

While certain models from Rolex or Patek Philippe have historically appreciated in value, most luxury watches depreciate in the first few years. Brands like Omega, Tag Heuer, and Breitling often experience depreciation, with some models losing 20-40% of their value initially. However, rare models or limited editions may buck this trend.
Luxury Watches Need Daily Winding

Modern luxury watches with automatic movements, such as those featuring Oris’s Caliber 400 or IWC’s Caliber 52010, deliver impressive power reserves of 120 hours or more. Yes, manual-winding watches still require winding, but many automatic watches don’t need daily winding—greater convenience and longer-lasting performance.
Gold Color Equals The Precious Metal

Gold-colored luxury models can often be made with gold plating or PVD coating, which mimics the look of solid gold but is not composed of the material. 18k gold watches are made of gold (typically 75%), while plated watches have only a thin gold layer. Now, this one concerns fake copies, too.
Complications Are Better

Complicated watches with features like tourbillons or perpetual calendars showcase advanced craftsmanship but aren’t always superior. Many high-end watches from brands like A. Lange & Söhne or Vacheron Constantin prove that time-only watches can exhibit equal mastery, often valued for their preciseness and old-school simplicity.
Only Swiss Artistry Matters

Swiss craftsmanship is world-renowned, but Japanese brands like Grand Seiko and German brands like A. Lange & Söhne have earned equal respect for their precision and craftsmanship. The global luxury watch scene is expanding, with top-tier watches now coming from multiple regions with their own unique artistry.
Subtle Looks Are Not Luxurious

Luxury is not always defined by flashy designs. The most prestigious watches also include minimalistic designs. Piaget’s ultra-thin Altiplano, for instance, is a masterpiece of refinement—a true demonstration that high-end watches don’t need flashiness. Subtle, well-executed details also indicate the highest levels of technical mastery in horology.
Luxury Watches Must Be Purchased New

Some people believe that a luxury watch must be bought new to hold its value or to be considered truly luxurious, but that’s not the case. Many vintage or pre-owned luxury watches are just as prestigious. They offer unique advantages, like discontinued models or limited editions with a rich history or a rare feature.