There are many watch brands in the world, but some are known as the "Big Three" luxury watch brands.

For watch enthusiasts, "Patek Philippe," "Audemars Piguet," and "Vacheron Constantin" are brands to aspire to.

Many people probably think of Rolex when they hear the term "luxury watch." Although Rolex is world-famous, for some reason, it is not included among the Big Three luxury watch brands.

In this article, we will explain the appeal of the Big Three luxury watch brands and the reasons why Rolex is not included.

1. What Are the Big Three Luxury Watch Brands?

The Big Three luxury watch brands generally refer to the following three Swiss watch brands.

• Patek Philippe: Founded in 1839
• Audemars Piguet: Founded in 1875
• Vacheron Constantin: Founded in 1755

These brands are also known as "brands above the clouds" or the "Big Three," and are highly regarded by watch enthusiasts.
The following are some of the reasons why these three companies are held in such high regard.

By combining these elements, the Big Three luxury watch brands create watches that are not merely luxury goods, but also hold value as works of art.

2. Characteristics of Luxury Watch Brands

What exactly makes the Big Three luxury watch brands superior? Here, we will explain three characteristics.

① High Quality

The Big Three luxury watch brands are thoroughly committed to every material and component.

For example, cases are made not only from stainless steel, but also from luxury materials such as 18K gold and platinum. In addition, skilled artisans carefully finish every detail, including the dials and hands, by hand.
These watches are not merely practical items, but also hold high value as accessories and assets.

② High Technical Expertise

The Big Three luxury watch brands possess advanced technical expertise cultivated over many years.
They are "manufactures" capable of developing and producing complex watches in-house, handling every process from movement design to assembly and finishing.

These brands have obtained numerous "Geneva Seals," strict quality standards established by the Swiss government and the Canton of Geneva, proving their high level of technical expertise.

③ History and Tradition

All of the Big Three luxury watch brands are long-established brands with long histories.
Since their founding, they have had royalty, political leaders, and celebrities from around the world as customers, and they also have a history of producing one-of-a-kind ultra-luxury watches.
This history and tradition solidify the status of the Big Three luxury watch brands.

3. Why Is Rolex Not Included?

Although "Rolex" is a very famous luxury watch brand worldwide, it is not included among the Big Three luxury watch brands.
Even when expanding the list to the "Top 7 Watch Brands," "A. Lange & Söhne," "Breguet," "Blancpain," and "Roger Dubuis" are generally added, and Rolex is not included there either.

The following are some of the reasons.

① History and Tradition

Rolex was founded in 1905, so its history is relatively short compared to that of the Big Three luxury watch brands.
Rolex grew as a brand during the era when wristwatches replaced pocket watches after World War I, so it has produced very few pocket watches.

In the era of wristwatches after World War I, watches themselves were no longer luxury goods reserved for the wealthy, but were becoming widely used as practical items by ordinary people.

The Big Three luxury watch brands surpass Rolex in the technical expertise and tradition they have cultivated over their long histories, as well as the brand image they have built.

② Technical Expertise and Innovation

The Big Three luxury watch brands possess the high level of technical expertise required to develop and produce complex mechanisms in-house, such as the "tourbillon," "perpetual calendar," and "minute repeater."

Rolex also has high technical expertise and is a "manufacture" that handles production entirely in-house, but it has a history of aiming to create the "ultimate practical watch" with high precision and durability, and therefore does not focus much on complex mechanisms that have little to do with practicality.

③ Design and Rarity

The Big Three luxury watch brands manufacture highly artistic and rare watches.
For example, Audemars Piguet's "Royal Oak" is known for its unique and original design, created by Gerald Genta.

Rolex has many watches with universal designs that emphasize practicality, and its distinctive feature is its appeal to everyone.

Furthermore, while Rolex produces approximately 800,000 watches per year, Patek Philippe produces approximately 62,000, Audemars Piguet approximately 40,000, and Vacheron Constantin approximately 18,000, so the Big Three luxury watch brands produce far fewer.

④ Price Range and Customer Base

The Big Three luxury watch brands began with royalty and political leaders in the 18th century, and even today, their lineup is centered on high-priced models aimed at the ultra-wealthy.

Rolex has many models at relatively affordable prices among luxury watches, and is popular with a wide range of people.

⑤ Marketing Strategy

The Big Three luxury watch brands value history and tradition, and focus on providing high-quality watches to a limited clientele.
Their emphasis on product quality and trust with customers over advertising builds the brand image of the Big Three luxury watch brands.

Rolex has gained worldwide recognition through sponsorship activities such as sporting events and expeditions.

For these reasons, although Rolex is a world-famous luxury watch brand, it is not included among the Big Three luxury watch brands.

Summary

Both the Big Three luxury watch brands and Rolex are wonderful luxury watch brands, but their characteristics and appeal differ greatly.

Which brand to choose depends on your values and preferences.

Since our store is an antique shop, most of the watches we carry are pocket watches made over 100 years ago, so we carry very few Rolex watches.

Pocket watches from the Big Three luxury watch brands are also rare and expensive, making them difficult to acquire, but we occasionally carry them.