The luxury watch market is showing strong momentum in 2025, with both established names and newer independents seeing growth.
British brands are recording record sales, while global demand for heritage Swiss makers remains steady. At the same time, cultural influences and younger buyers are shaping which models attract the most attention.
If you’re considering which brands could rise in value or popularity this year, here are the watchmakers that look set to surge in 2025.
Christopher Ward
Christopher Ward is the clearest example of how a British brand can move from niche to leader. Its revenues soared by 49 per cent in 2024-25, hitting £45.5 million after strong demand across the UK and beyond. That kind of growth is unusual in an industry often dominated by heritage houses.
What makes this rise notable is the brand’s decision to invest in in-house calibres. Instead of leaning entirely on outsourced movements, Christopher Ward has worked to create its own mechanical heart.
For a relatively young company, that’s a bold step which positions it alongside more established Swiss players.
Collectors are starting to see the brand differently. Where it was once thought of as entry-level, it’s now recognised for delivering accessible watches with serious horological credibility.
For you, this means that a watch once overlooked could soon become a sought-after piece with strong resale potential.
Studio Underd0g
Studio Underd0g embodies the indie spirit that’s capturing collectors’ attention. Its revenues nearly doubled year-on-year, rising from £4.4 million to £8.1 million. For such a young and playful brand, that’s remarkable progress.
Its designs are quirky and refreshing. Bright dials, unexpected colour schemes and playful names give its watches character in a market that often leans conservative.
Transparency in pricing and communication is another factor, you always know what you’re buying and why it costs what it does.
For collectors, that kind of authenticity resonates. You’re not just buying a watch, you’re buying into a story that’s honest and different. In 2025, as buyers search for something unique rather than mainstream, Studio Underd0g has the perfect formula to stand out.
Bremont
Bremont has long been associated with aviation themes, producing chronometers that reflect military and aeronautical heritage. A major step forward came in 2021 with the opening of The Wing, a 35,000-square-foot manufacturing and technology centre in Henley-on-Thames.
This state-of-the-art facility brought large-scale watch production back to the UK for the first time in decades. In 2023, the brand secured a £48 million investment from external backers, strengthening its ability to expand globally and enhance its in-house capabilities.
For collectors, this means Bremont isn’t just a niche British name, it’s a brand with infrastructure and capital to stand alongside established Swiss houses. In 2025, it remains one of the strongest examples of modern British horology with genuine growth potential.
Bianchet
Bianchet may not be a name you hear every day, but among connoisseurs it’s becoming a brand to watch. Known for ultra-thin tourbillons and striking architecture, Bianchet incorporates the golden ratio into its designs.
That mathematical foundation gives its watches a sense of harmony and proportion which appeals to serious collectors.
Its use of rare materials also sets it apart. Lightweight titanium, advanced carbon composites and sapphire cases show a willingness to innovate without losing sight of classical principles.
Attention at Geneva shows in 2025 has only strengthened its standing. For buyers who look for artistry as much as mechanics, Bianchet demonstrates how a small house can still create significant impact. If your collecting taste leans towards engineering finesse, this brand deserves a closer look.
Vanguart
Vanguart is another small-scale independent name that’s making waves in 2025. As of early this year, the brand had sold around 50 watches. With fresh investment secured, it now expects to produce roughly 100 pieces across 2025. That limited scale means scarcity remains part of its identity, even as it looks to grow.
The appeal of Vanguart lies in its mix of craftsmanship and exclusivity. Each watch feels more like a private commission than a standard product. For collectors, that rarity is highly attractive: owning one is like joining an elite circle where availability is tightly controlled.
With the wider market leaning towards individuality and uniqueness, Vanguart is in a strong position. For you, it offers the chance to own something rare without the risk of it ever becoming mass-produced.
Cartier
Cartier has always had a reputation for elegance and shaped cases, but 2025 has given it an unexpected cultural boost. When Taylor Swift was seen with a vintage Cartier Santos Demoiselle following her engagement, demand exploded. Dealers reported hundreds of inquiries in days, and prices on the secondary market surged.
This shows how celebrity influence can ignite demand overnight. But beyond one cultural moment, Cartier has been doubling down on its strengths. At Watches and Wonders 2025, the brand showcased pieces that emphasised heritage shapes, refined lines and timeless elegance.
If you’re a collector, Cartier offers something few brands can: timeless design combined with cultural relevance. In 2025, it’s clear that Cartier is not only holding its place but actively growing.
Rolex, Patek Philippe, Audemars Piguet
The big three remain the cornerstone of the luxury market. Even when certain indices show minor declines, Rolex, Patek Philippe and Audemars Piguet continue to draw steady demand. Their reputations for reliability, craftsmanship and investment security keep them in high demand.
In Britain, Rolex consideration among young men aged 18-34 jumped sharply in 2025, rising from 16.1 per cent to 30.2 per cent. That signals the next generation is embracing heritage brands, not moving away from them.
Patek Philippe and Audemars Piguet also continue to hold strong positions, especially with complicated pieces that emphasise tradition and prestige.
For you, buying into these brands isn’t just about status. It’s about confidence that the value of your watch is unlikely to fall sharply, making them reliable stores of wealth as well as objects of beauty.
Tudor, Hublot, Piaget
Alongside the giants, other resilient names are quietly performing well. Tudor, backed by its association with Rolex, has developed its own loyal base through robust sports models and accessible pricing.
Hublot appeals with bold case designs, colourful materials and a willingness to experiment. Piaget continues to shine with ultra-thin movements and elegant dress watches.
What links these three is their ability to remain relevant even when the wider market contracts. Retro influences, shaped designs and distinctive identities have kept collectors interested. In 2025, they aren’t just holding ground, they’re positioned to grow steadily.
For you, these brands offer balance. They may not have the cultural spikes of Cartier or the global dominance of Rolex, but they provide dependable performance in collections and markets alike.
Which Brand Caught Your Eye?
The watch market in 2025 is dynamic, diverse and increasingly competitive. Christopher Ward and Studio Underd0g highlight the strength of British independents proving their worth. Bremont shows how major investment can scale a homegrown brand.
Bianchet demonstrates that technical artistry still captivates serious collectors, while Vanguart proves scarcity can drive global demand. Cartier reminds us how cultural influence can change a brand’s fortunes overnight.
Meanwhile, Rolex, Patek Philippe and Audemars Piguet continue to act as the anchors of the industry, drawing both established and younger collectors. Tudor, Hublot and Piaget round out the field with steady growth and distinct identities.
For you as a collector or enthusiast, the message is clear: 2025 is the year to pay attention not only to the giants but also to those names breaking new ground. The surge is underway, and the decision lies in which story you want your collection to tell.
