Watch News & Guides

We rank the 10 best watch brands in the world using the February 2026 Morgan Stanley sales data, name the watch to own from each and explain what the figures mean if you are buying this year.

A specialist ranking of the 10 best luxury watch brands to buy in 2026, with the specific models, references and reasons each one earns its place.

From the sought-after Daytona Panda to the Oyster Perpetual’s bold dials, we’ve picked five Rolex models worth keeping an eye on if you’re thinking about long-term value. These are the pieces colle...