The annual survey conducted by GQ, gathering insights from 36 prominent figures in the watch industry, identifies the leading brands of 2025. This year’s findings present a notable contrast to the previous year, which was characterized by a struggle to find brands worthy of accolades and saw Rolex dethroned from its usual leading position. In 2025, the landscape diversified significantly, with 18 distinct brands, ranging from established names like Rolex and Vacheron Constantin to newer entrants such as Vanguart and MB&F, securing first-place votes, reflecting a dynamic and innovative period in horology.
Rolex, the undisputed leader in luxury timepieces, successfully re-established its dominance in 2025, a triumph attributed not only to its brand power but also to groundbreaking technological advancements. The introduction of the new Land-Dweller, featuring the innovative Dynapulse escapement, was a key factor in its resurgence. This demonstrates Rolex's ability to combine its esteemed heritage with continuous innovation, maintaining its appeal in both mainstream and secondary markets, as evidenced by sustained demand and impressive off-catalog releases. Following closely, Vacheron Constantin showcased exceptional watchmaking prowess, with multiple models vying for 'best release of the year'. Their achievements include the intricate 'La Quête du Temps' automaton clock and the 'Solaria' wristwatch, boasting 41 complications, underscoring their technical superiority and the brand's commitment to pushing the boundaries of mechanical engineering. Cartier, despite reaching what was perceived as a peak in 2024, continued its ascent in 2025, captivating enthusiasts with its distinctive designs and timeless elegance. Its strong appeal to a new generation of collectors, exemplified by celebrity endorsements, solidifies its position as a trendsetter in the luxury watch sector.
Beyond the established giants, emerging talents like Hazemann & Monnin made a significant impact, echoing the early success of renowned independent watchmakers. Their 'School Watch', born from a demanding academic project, impressed critics and collectors alike with its intricate jumping hour and chime features, showcasing the potential of fresh perspectives in traditional watchmaking. Breguet, celebrating its 250th anniversary, demonstrated both historical reverence and modern innovation. Its Classique model, a minimalist tribute to its origins, earned top honors, while the Experimentale collection introduced revolutionary magnetic escapement technology, reaffirming Breguet's legacy as a pioneer. Urban Jürgensen experienced a remarkable resurgence, marked by a high-profile relaunch and celebrity endorsements, catapulting its elegantly reimagined archival designs and highly wearable new models into the spotlight. F.P. Journe continued to solidify its status as a powerhouse among independent watchmakers, with record-breaking auction results and a growing global following, driven by its unique, complex, and playful creations. Berneron, building on last year's success, introduced the 'Quantième Annuel', a piece that deliberately contrasted with its earlier avant-garde designs, proving the brand's versatility and strategic vision for long-term growth. Lastly, Patek Philippe, a perennial fixture in top watch rankings, continued to excel in both vintage and contemporary markets. Notable vintage sales and new releases like the updated Calatrava and innovative Cubitus models illustrate its enduring balance between historical significance and modern refinement, securing its place among the elite.
The diverse results of the 2025 watch survey underscore a thriving industry that values both deep-rooted heritage and audacious innovation. This convergence of tradition and modernity, championed by both venerable institutions and daring newcomers, inspires a sense of optimism for the future of horology. It is a testament to the enduring human fascination with precision, artistry, and the pursuit of excellence in craftsmanship, suggesting that the industry will continue to evolve and captivate enthusiasts worldwide.