The Most Underrated & Undervalued Luxury Watch Brands to Buy in 2025
While Rolex Daytonas and Patek Philippe Nautilus dominate headlines, other remarkable brands are flying completely under the radar.
But they won’t stay hidden for long.
Whether you are a seasoned watch enthusiast or just entering the world of horology, here are a list of watch brands you should be snapping up before the market starts noticing.
The Most Underrated & Undervalued Luxury Watch Brands to Buy in 2025:
Jaeger-LeCoultre - The Watchmaker's Watchmaker
Founded in 1833 in Le Sentier, Switzerland, Jaeger-LeCoultre is renowned for its technical innovation and in-house mastery. With over 1,200 calibres to its name, JLC has supplied movements to brands like Patek Philippe and Audemars Piguet.
Icons include the Reverso, Master Control, and Atmos clock—all showcasing the maison’s blend of heritage and high complications. The iconic Reverso line, originally designed for polo players, remains a symbol of elegant versatility.
Today, many JLC models can be found trading below retail — offering serious value for the quality, history, and finishing. Unlike the volatility seen in steel sports watches, JLC pricing remains relatively stable, making it a sleeper pick for discerning collectors.
🔥 TimeTells Picks – Unbeatable Value
JLC Reverso Grande Duoface Q3742521 – Market: $15,888 SGD (Retail: ~$30,000+)
JLC Reverso Tribute Duoface Calendar Q3918420 – Market: $16,288 SGD (Retail: ~$33,000+)
JLC Reverso Classic Medium Duetto Q2578420 – Market: $7,888 SGD (Retail: ~$13,000+)
Browse our Jaegar-LeCoultre Collection Here!
Breguet – Inventor of the Tourbillon & Pioneer of Elegance
Established in 1775 by Abraham-Louis Breguet, one of the most important figures in watchmaking history, Breguet is known for timeless elegance and groundbreaking inventions. This brand gave us the tourbillon, Breguet hands, and guilloché dials. Their pieces are steeped in royal and historical prestige, worn by figures like Napoleon and Marie Antoinette.
Models like the Classique, Tradition, and Marine offer stunning finishing and heritage for a fraction of what you'd pay for comparable pieces from better-known hype brands.
Despite its royal clientele, many modern collectors still overlook Breguet — especially in the pre-owned market, where pieces often trade far below their intrinsic value.
Models like the Classique, Tradition, and Marine offer stunning finishing and heritage for a fraction of what you’d pay for comparable pieces from better-known hype brands.
🔥 TimeTells Picks – Haute Horology at Great Prices
Breguet Tradition 7057BB Silver – Market: $17,888 SGD (Retail: ~$36,000)
Breguet Tradition 7057BB White Gold – Market: $18,350 SGD (Retail: ~$36,000+)
Breguet Tradition 7067BB GMT Silver – Market: $23,888 SGD (Retail: ~$48,000+)
Browse our Breguet Collection Here!
A. Lange & Söhne – German Precision, Redefined
Revived in 1994 after German reunification, A. Lange & Söhne has since become a benchmark in haute horlogerie. Based in Glashütte, the brand brings German engineering to fine watchmaking — with a unique twist.
Their signature models — Lange 1, Datograph, and Zeitwerk — showcase bold layouts, deeply hand-finished movements, and an unmistakable design language. Every Lange is crafted with an obsessive attention to detail, from the hand-engraved balance cocks to the three-quarter plates in untreated German silver.
In-the-know collectors recognize Lange’s craftsmanship as on par with, or even exceeding, its Swiss counterparts. Yet many of its references remain undervalued in the secondary market, presenting serious opportunities for long-term value and horological significance.
🔥 TimeTells Picks – Collector Favorites at Below-Retail Prices
Lange 1 101.032 Silver – Market: $31,988 SGD (Retail: ~$60,000+)
Grand Lange 1 115.032 – Market: $33,988 SGD (Retail: ~$65,000+)
1815 Chronograph 414.028 Black – Market: $68,888 SGD (Retail: ~$85,000+)
Little Lange 1 Aventurine 182.086 – Market: $61,888 SGD (Retail: ~$90,000+)
Browse our A. Lange & Söhne Collection here!
As watch collecting matures, the market is shifting away from short-term hype toward enduring craftsmanship and storytelling. Brands like Jaeger-LeCoultre, Breguet, and A. Lange & Söhne represent everything collectors love: story, craftsmanship and authenticity.