In 2013, the top 10 Swiss watch brands in descending order of brand value and public perception of prestige were Rolex, Cartier, Omega, Patek Philippe, Swatch, TAG Heuer, Breguet, IWC, Longines and Chopard. These rankings come from the certified brand and patent valuation experts, BV4.
The rating of a brand is based on a number of factors, which include the following:
- Brand transactions, or due diligence - the monetary value and economic strength of the brand.
- Purchase price allocation - the actual acquisition cost of the brand.
- Damage claims - for instance, how much the brand can claim in damages in response to piracy.
Public perception of the best Swiss watches is high because of the craftsmanship involved. Often, prices are upwards of $50,000, owing to their expert construction using valuable materials. In this price bracket, watches might be made using gold, diamonds and other precious metals or gems.
Value is also calculated according to the number of "complications" that a watch has. Complications in this sense refer to the mechanical functions of the watch, besides the basic hours, minutes and seconds. These might include, for instance, star maps or the date for Easter. The more complications a watch has, the more valuable it will be. A watch with 24 complications was sold for $11 million in December 1999.