Your first automatic watch is a reflection of your personal story. Whether you're commemorating a promotion, wedding, or personal achievement, understanding why you’re buying helps guide what you buy. A luxury watch is built to last, so consider it a long-term investment. Think about the story you want your watch to tell. Are you drawn to timeless design or bold modern aesthetics? Do you want something versatile or statement-making? Choosing a reputable brand known for quality materials and long-term servicing is essential. Don’t just follow trends—select a timepiece that resonates with your personality and goals.

The movement is the heartbeat of your watch, and the most important factor in performance. A high-quality self-winding movement ensures your timepiece remains accurate and reliable over time. We recommend opting for Swiss automatic movements, widely regarded as the gold standard in mechanical engineering. Renowned manufacturers such as ETA SA Manufacture (of Swatch Group), Sellita, and Ronda are known for their precise craftsmanship and durability.

•   Power Reserve: Indicates how long your watch will run when not worn. Look for at least 36–42 hours.

•   Jewel Count: Synthetic jewels reduce friction in the mechanism, increasing smoothness and longevity.

•   Water Resistance: Important for daily wear—50 metres is suitable for rain and splashes, while 100+ metres suits active lifestyles.

Learn more in our guide: How Do Automatic Watches Work? The Complete Guide

An automatic watch is a long-term investment. To protect that investment, choose materials that are both durable and timeless.

•   Case and Bracelet: Choose 316L stainless steel, a high-grade alloy that resists corrosion and maintains its finish.

•   Crystal: Sapphire crystal is the top choice for scratch resistance and clarity. Avoid mineral or acrylic crystals, which are more prone to damage.

•   Luxury Accents: Consider elements like natural diamonds, 18K gold details, or ceramic coatings, which enhance both value and style.

For precision, prestige, and long-term value, nothing beats a Swiss Made automatic watch. “Swiss Made” is a legal designation that guarantees exceptional craftsmanship and quality. For first-time buyers, it offers peace of mind and ensures your investment is built to last. To earn the official Swiss Made certification, a watch must meet three strict criteria—known as the 3 S’s:

1.    Swiss Movement: Must be powered by a Swiss movement.

2.    Sixty Percent: Must have at least 60% of its production value from Switzerland.

3.    Switzerland Development: Must have its development, assembly, and final inspection in Switzerland.

Pro Tip: Be cautious by terms like “Swiss Mov’t”—these may include Swiss parts but are often assembled elsewhere and don’t meet full Swiss Made standards.

A luxury watch is one of the most personal accessories you can wear. It speaks to your taste, lifestyle, and attention to detail. Select a piece that complements your wardrobe and stands the test of time, both functionally and aesthetically. When choosing a design, consider:

•   Case Shape: Round, square, or rectangular? Choose what fits your wrist and fashion sensibility.

•   Dial Design: Minimalist or detailed? Modern or classic? Think about when and where you’ll wear it.

•   Limited Editions: Collectors often look for exclusive or numbered editions that increase in value over time.

Even the most beautiful timepiece won’t get worn if it’s uncomfortable. Comfort encourages daily wear, and a great watch deserves to be worn. Pay attention to how the watch feels on your wrist:

•   Case Size: Smaller wrists may suit 34–38mm cases, while larger wrists can carry 40–42mm or more.

•    Bracelet or Strap: Leather offers flexibility and elegance; metal bracelets bring durability and weight; rubber is great for sports and water resistance.

•   Clasp: Look for a clasp that is secure yet easy to operate, like a butterfly deployant or fold-over design.

The unboxing experience sets the tone for your relationship with the watch. Look for elegant packaging that not only protects the watch but enhances its presentation—like a signature watch box or watch stand for storage and display.

•   Protection: A sturdy, well-padded box or display stand helps store your watch safely.

•   Documentation: A Certificate of Authenticity, user manual, and service card validate the watch’s legitimacy and care.

•   Design: Packaging should reflect the design ethos of the brand—whether minimalist, architectural, or opulent.

Like any high-quality machine, your automatic watch requires regular maintenance to ensure optimal performance. It’s essential to have your timepiece serviced every 3-5 years to maintain its accuracy and prevent wear and tear on the movement. During servicing, a skilled watchmaker will disassemble, clean, lubricate, and reassemble the movement. This ensures that your watch continues running flawlessly for decades to come.

Explore more on watch care with our guide: Caring for Your Luxury Automatic Watch: Top 10 Tips.

In today’s world, sustainability matters more than ever. Look for watch brands that prioritize ethical sourcing, use eco-friendly materials, and offer packaging made from recyclable materials. Supporting luxury brands with sustainable practices ensures that your purchase aligns with your environmental values. Research the brand’s commitment to the planet, and consider supporting those who are working to reduce their carbon footprint while creating high-quality timepieces.