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Building a luxury watch collection read our guide

When building a watch collection, you need to try and hit everything in terms of style. A strap, bracelet, square and chronograph or sports watch are key styles for every collection.

As a man, a watch is one of the only things you can collect in terms of jewellery and it makes such a statement about you. An expensive  timepiece is more than just a commodity – it is an expression of enjoyment of the finer things in life; like vintage wine or a tailor made suit.


When starting your collection, you need to think about budget too. Ask yourself the question, what is my first watch going to be and how do I build from that? Once you’ve purchased at a certain price point, you will always buy roughly at that level or above. So, start with the lowest value and build up from there. Take time between purchases as well and take time to enjoy it.

I’ve outlined seven watches below, which represent my ideal starting point for your collection…


A TAG is a great first fine watch. The brand is young, trendy and the watches are based on innovative designs and sports styles. It is the perfect first investment watch and represents a great everyday timepiece. The Carrera (which celebrates its 50 year anniversary this year) in steel with a black dial is a strong choice.


This Bell & Ross BR03 is a great second watch. Bell & Ross is a design-led brand and the look is absolutely unmistakeable. It says something about you, that you’re not afraid to have your own identity and when wearing a Bell & Ross you’re sure to get everyone talking about it. You will look and feel amazing – it’s a watch to have fun with.


The corner stone for any luxury watch collection is Rolex. It’s the largest watch brand on the market and its sports watches are the ultimate best sellers. You can wear a Rolex  for work, meetings, with a suit or just for casual – it represents a great everyday watch. With a Rolex it’s about image and about being confident. The key to a fantastic watch collection is also an element of surprise. Yes, I’m buying a Rolex but not what everyone else is buying. My ultimate favourite is the Datejust II in steel and white gold as it offers that element of the unexpected.

Visit Our Rolex Page To Find Out Your Nearest Boutique>>


A Jaeger-LeCoultre is the ultimate refined classic watch and a must-have timepiece for your collection. The manufature celebrates its 180 year anniversary this year and the iconic brand is known for producing beautiful complications. If you feel like the ultimate fantasy, go for the rose gold version Moonphase, or for a vintage-feel opt for this rectangular Reverso in steel or rose gold.


This Portuguese Chronograph, featuring a white dial and blue numerals on a strap, is the ultimate executive boardroom watch. A timeless design, it is based on the first Portuguese watches of the 1930’s so has a classic, vintage feel.

With a Swiss made automatic movement, this model has an open case-back, so you can see the intricate mechanics of the watch. Stylish and elegant, it can work as a dress or evening watch too.


The most influential men in the world wear Cartier, Bill Clinton being one of them. It is one of the most powerful watch brands out there and this Ballon Bleu automatic with brown strap is a key piece for your luxury watch collection. This version features a rose gold case which orbits the crown at 3 o’clock, a distinctive design feature which distorts the path of the Roman numerals on the outer dial.


The ultimate sports watch is an Audemars Piguet – it’s in a league of its own in terms of movement. Audemars Piguet was the first brand to develop a high end steel sports watch in the early 1970’s, with the Royal Oak. In the early 1990’s it introduced the Royal Oak Offshore collection (this model is an Audemars Piguet Royal Oak Offshore), which set the standard in extreme sports watches with a distinctive octagonal bezel and scratch resistant sapphire crystal.