A drawn out tariff dispute between Switzerland and the US, coupled with strong economic headwinds, resulted in sky high watch prices in 2025. Despite the extreme price volatility, and incredibly tough selling environment, we picked five standout timepieces.

1 – TAG Heuer Carrera Day-Date – offers nothing extraordinary, yet is packaged in an attractive 41 mm diameter stainless steel case, with a sporty, easy-to-read dial dial, with facted, applied indices, punctuated by a needle-shaped central seconds hand, that make for a compelling option in today’s crowded, and overpriced market. Inside the Carrera Day-Date, is a robust TAG Heuer manufactured automatic caliber that offers an 80-hour power reserve, vertical stripes on the bridges, and a skeletonized oscillating weight. $4,000+

 

Zenith Chronomaster Sport Meteorite

2 – Zenith Chronomaster Meteorite – is one of the most striking sports watches introduced in 2025, and maintains the desirable case dimensions of previously available Chronomasters, at 41 mm x 13.6 mm. Distinguished by its meteorite material, the use of a monotone color scheme, makes for a reserved daily wearer, that belies its exotic dial. An exorbitantly priced, yet appealing, high beat (5Hz) alternative to a Daytona or Speedmaster, with a tasteful dial that’s even more impressive in the metal. $17,500

 

Rolex Oyster Perpetual Land-Dweller 40

3 – Rolex Land-Dweller – considering the sheer industrial scale of Rolex, and its relentless pursuit of robustness, you might not expect such an innovative movement. Recreating a modern version of the Oyster Quartz, powered by the Land-Dweller’s new advanced high-beat (5Hz) Dynapulse escapement-equipped automatic caliber 7135, that’s thin enough for such svelte cases 9.7 mm thick cases, took Rolex 7 years of research. The result, are 36 mm and 40 mm watches that indirectly compete with the venerable Royal Oak and Nautilus, and other luxury integrated bracelet watches, without sacrificing Rolex’s reliability, heritage, or aesthetics. $15,350+  

 

2025 Cartier Tank à Guichets Platinum limited edition

4 – Cartier Tank à Guichets – is a throwback timepiece that blends Cartier’s rich history of elegant timepieces, combined with jumping hour simplicity, and a unique “bullhead” crown configuration. Brought to you by the same parent company that makes the Reverso, the Tank à Guichets is as sophisticated as any Reverso, and hits on both current small watch and jumping hour trends. Cartier is really banking on its current popularity, particularly among the younger generations, and celebrities, considering its astronomical starting price. $47,700+

 

Kurono Vermilion Chronograph

5 – Kurono Vermilion Chronograph – is not offering a prestigious in-house movement, like the four aforementioned models, however, the watch represents a masterclass in design, and demonstrates form often matters above all else in the fashion-adjacent, artistically-inspired world of watches. Continuing the small watch trend, the Vermilion Chronograph measures a petite 38 mm x 13.5 mm, which is a good size for smaller to medium wrist sizes. Considering the more than four grand price tag, a Seiko caliber NE86 chronograph caliber does not seem like enough, however, this may have been the only way for this Hajime Asaoka sub brand to hit its margins. The face of the watch is protected by a highly domed sapphire crystal, and the curved main dial features a bright orange finish, with twin black sub-counters symmetrically positioned at 3 and 9, and strikingly framed with metal rings, that perfectly tie in the metal dot indices, framed date aperture, Arabic numeral at 12 o’clock, and unique Kurono hand set. $4,072

 

Final Thoughts

This was no ordinary year, and while many watch brands, dug in, and clearly rested on their laurels, we think TAG Heuer, Zenith, Rolex, Cartier, and Kurono Tokyo all offered something new and worth noting. Whether it was a good total package like the Carrera Day-Date. An innovative new integrated bracelet watch,  with a benchmark setting movement derivated from no less than 16 patents, such as the Land-Dweller. Adding an exotic meteorite dial to the best-selling Chronomaster lineup. Making a jumping hour watch that’s as elegant, timeless, and horoglically sophsiciated, in a small rectagular Tank package. Or if it was simply making a chronograph dial that’s gorgeous, on the back of an outsourced Seiko caliber. Regardless of the reason, each watch earned a mention on our annual best timepieces short list.

 

Photos by TAG Heuer, Zenith, Rolex, Cartier, and Kurono Tokyo.