Article: Good watch brands for men | Quality and affordable

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Good watch brands for men | Quality and affordable

A fresh look at good watch brands

The world of men's watches is dominated by well-known brands like Rolex, Omega , and TAG Heuer. But what if you're looking for good watch brands for men that aren't widely known?

There are watch brands that deliver quality, design, and craftsmanship without charging a premium! Here, we'll tell you which affordable, emerging, and lesser-known watch brands are definitely worth keeping an eye on. Whether you're looking for your first (automatic) watch or want to expand your watch collection with something unique, you'll find inspiration off the beaten track here.

The best watches aren't always made by the most famous brands; they're made by brands that radiate passion!

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Why you don't always have to go for the well-known brands

Major watch brands invest millions in marketing, sponsorship deals, and events. As a consumer, you contribute to these costs. Lesser-known watch brands often choose a different approach: they sell directly to consumers and invest in quality. They forgo extremely expensive advertising campaigns, which is often why you pay a little less with a lesser-known brand.

Focus on quality instead of brand awareness

When you buy a watch from a lesser-known brand, you're paying for the product itself: high-quality materials, reliable movements, and a well-thought-out design. Brands like Urban Ace, Undone, Baltic, Vaer, and Sternglas use the same quality components as big names. For example, Miyota or Seiko movements, sapphire crystal, and 316L stainless steel.

Personal and affordable

A lesser-known watch also makes you stand out. Not everyone wears the same model, and sometimes these lesser-known brands have limited editions. You're wearing something with character, something with a story behind it. That also makes your watch a conversation piece.

👉 Discover the best well-known watch brands top 20

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Exclusivity isn't about the price you pay, it's about the personality you wear.

What do you look for in a good watch brand?

Not every unknown brand is automatically good. There are plenty of cheap imitations and brands that exist solely to make a quick buck. Here are the most important criteria for recognizing high-quality watches :

Materials and finishing

A good watch uses high-quality materials. Look for 316L stainless steel (stainless and durable), sapphire crystal or a coating (scratch-resistant), and solid strap materials like Italian leather or sturdy links. Budget brands skimp on these components, which you'll quickly see reflected in the quality and certainly the longevity. Also important is the heart of a watch... the movement. At Urban Ace, our watches have a Miyota Quartz movement, which is very robust.

Warranty and customer service

A reliable brand offers at least a one-year warranty and has accessible customer service. Check reviews, see if they're transparent about their products, and see if you can easily contact them. Good brands stand behind their products and will help you quickly if you have any problems.

Consistency

Good watch brands have a clear vision. They tell a story and build on what works year after year. Brands that are consistent in their offerings and don't introduce completely different designs every month demonstrate opportunism rather than passion.

Price-quality ratio

A good watch doesn't have to be expensive, but it should be priced fairly for what it offers. Compare specifications, check what other brands in the same price range are offering. And if a deal seems too good to be true... it probably is.

👉 Do you know what makes a good watch? And what to look for?

Also important is the heart of a watch... the movement. At Urban Ace, our watches have a Miyota Quartz movement, which is incredibly robust!

10 lesser-known but good watch brands for men

Time for the main event. Here are ten excellent men's watch brands you might not know yet, but definitely deserve to be on your radar. From affordable entry-level models to exclusive microbrands, these brands deliver quality, style, character, and an affordable watch.

No.	Brand	Starting price (€)
1	Urban Ace	99
2	Sternglas (Germany)	200
3	Baltic (France)	600
4	Vaer (US)	400
5	LIV Watches (Switzerland/US)	600
6	Undone (Hong Kong)	375
7	Farer (UK)	800
8	Nodus (US)	500
9	CIGA Design	400
10	Formex (Switzerland)	1500

1 Urban Ace

Urban Ace combines sleek design with high-quality materials like 316L stainless steel, sapphire crystal, and a water resistance of at least 5 ATM. With collections like the Apex (angular bezel with a tapestry dial), Zephyr Legacy (timeless elegance), and Titan (robust with a 10 ATM rating), Urban Ace offers watches under €200 that rival much more expensive brands. Perfect for those seeking quality without breaking the bank.

2 Sternglas (Germany)

Sternglas combines German precision and minimalist design. Inspired by the Bauhaus movement, their watches are sleek, functional, and timeless. With prices ranging from €200 to €500 and high-quality workmanship, Sternglas is an excellent choice for fans of clean design.

3 Baltic (France)

Baltic makes automatic watches with vintage inspiration. Their models, such as the Aquascaphe (diving watch) and HMS (marine chronometer), exude nostalgia but with modern quality. Prices start around €600, and each release is limited, making them quite exclusive.

4 Vaer (VS)

Vaer produces dive watches and men's watches with a rugged, military look. Made in the USA with Swiss or Japanese movements, and built to withstand a knock or two. Vaer focuses on functionality and durability, ideal for adventurers. Prices range from €400 to €1000.

5 LIV Watches (Switzerland/US)

LIV Watches is known for its striking, bold designs and Swiss-made timepieces at affordable prices, ranging from €600 to €1,500. Their models often feature unique dials and cases not often seen on other brands. For those who dare to stand out.

6 Undone (Hong Kong)

Undone lets you customize your watch. Choose your dial, strap, case, and even the crystal type. The result is a unique watch that perfectly reflects your taste. Prices start around €375, and the quality is surprisingly good for the price.

7 Farer (UK)

Farer creates watches with bold color combinations and unique dials. Farer dares to experiment where others remain dull. Automatic models with Swiss movements cost between €800 and €1,500. Perfect for those who want to express their personality.

8 Nodus (US)

Nodus is a small American microbrand that creates watches with meticulous attention to detail. Limited editions, high-quality materials, and prices around €500 to €800 make Nodus a secret weapon among collectors. Their Avalon and Sector models are instant classics.

9 CIGA Design

CIGA Design breaks all the rules with skeleton watches that look like works of art. Mechanical movements are fully visible, often with unique designs and innovative materials. Prices range from €400 to €1,000. For those who love technology.

10 Formex (Switzerland)

Formex is an independent Swiss brand that produces watches of the same quality as major luxury brands. Their strap-changing system makes changing straps a breeze, and the workmanship is top-notch. Prices start around €1,500, a fraction of comparable Swiss brands.

👉 Want to know the top 10 men's watches? Then check out: Men's Watch Brands Top 10

As you can see, there are several lesser-known watch brands. But these are often still good brands!

Affordable brands with surprisingly high quality

You don't have to spend thousands of euros on a good watch. In the €100-€300 range, there are brands whose specs and finish rival those of watches costing three times as much. The secret? Direct sales to consumers, smart manufacturing, and a focus on the essentials instead of unnecessary frills.

How Affordable Brands Deliver Quality

Brands like Urban Ace, Sternglas, and Undone use the same Japanese Miyota or Seiko movements as their more expensive competitors. They opt for 316L stainless steel (the same quality as Rolex), sapphire crystal, and robust water resistance. The difference lies in marketing: no ambassadors, no glossy advertising campaigns, no intermediaries. That simply saves a fortune.

Quartz vs. automatic: influence on price

Quartz watches are more accurate and require less maintenance than automatic watches, and are often cheaper to produce. This means more value for your money. A good quartz watch with sapphire crystal and stainless steel can cost less than €200, while a comparable automatic watch can easily cost over €500. Both have their charms, but which one is right for you?

Examples of top quality under 300 euros

Urban Ace Apex : 316L steel, tapestry dial – from €179
Sternglas Naos : Bauhaus design, Miyota movement – around 275 euros
Casio Oceanus : Japanese precision, titanium case, solar – from €300
Orient Bambino : automatic watch, elegant dress watch – around 250 euros

👉 Looking for more affordable options? Check out the best watches under 100 euros.

Affordable good watches from Urban Ace

Design brands with unique style

Sometimes you want more than just functionality; you want a watch that stands out, that makes a statement, that expresses who you are. Design brands focus on aesthetics, experimenting with colors and textures, and creating watches that could just as easily be works of art.

Why design is becoming increasingly important

We live in an era where personality matters. People seek products that reflect their identity, not just function. A watch with a striking dial in Pacific Blue, Money Green, or Burgundy commands attention. It's no longer just about telling the time; it's about style, expression, and daring to be different.

👉 Discover more about buying a men's designer watch

Apex metal grey Apex olive green Apex square men's watch

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Newcomers and microbrands to watch

What is a watch microbrand ? They are small, independent watch brands, often run by one or two enthusiasts. They produce in limited editions, work directly with consumers, and build a loyal community.

Why microbrands are interesting

Transparency : many microbrands openly share their production process, material choices and pricing structure
Limited editions : often only a few hundred units per model, which guarantees exclusivity
Community : direct interaction with founders through social media and forums
Innovation : small brands dare to experiment where large brands are stuck in traditions

👉 What's a new Dutch watch brand? Dutch watch brands

In a mass-market world, microbrands are the rebels proving that small, passionate and independent still wins.

Conclusion: Your next favorite watch doesn't have to be a well-known brand

The best watches aren't always found in luxury boutique windows or glossy magazines. Sometimes they're hidden among smaller brands that care more about their love of watches than about marketing. Good men's watch brands exist in all price ranges, from affordable entry-level models to extremely exclusive options. It all comes down to what you're looking for: quality, design, a story, or a combination of all of these. So, the next time you're buying a watch, look beyond the household names. Discover brands that make their quality and reviews speak for themselves. Wear something with character, something you love, something not everyone has, or something affordable.

Frequently Asked Questions

What are good but affordable watch brands for men?

Good affordable brands include Urban Ace, Sternglas, Orient, and Undone . These brands offer high-quality materials like 316L stainless steel and sapphire crystal, with prices ranging from €100 to €600. They offer quality and an affordable option.

Which lesser-known watch brands are of good quality?

Lesser-known brands with good quality include Baltic, Vaer, Nodus, Formex, and LIV Watches . They use Swiss or Japanese movements, high-quality materials, and have strong reputations in watch forums and collectors' circles.

How do you recognize a good watch brand?

Look for 316L stainless steel, sapphire crystal, reliable movements (Miyota, Seiko, ETA), a minimum one-year warranty, and good reviews . Good brands are transparent about their materials, offer consistent quality, and have accessible customer service.

Are microbrands as good as big brands?

Yes, many microbrands use the same quality components as major brands . Swiss or Japanese movements, sapphire crystal, and high-quality steel. The difference lies in marketing and distribution, not in quality. Microbrands often offer better value for money.

What is the difference between well-known and unknown watch brands?

Well-known brands invest heavily in marketing, ambassadors, and retail networks —these are costs you pay. Unknown brands often sell directly to consumers, focusing on product rather than promotion, and therefore offering better value for your money.

Which watch brands offer the best value for money?

Brands with excellent value for money include Urban Ace, Orient, Seiko, Sternglas, and Baltic . They combine high-quality materials, reliable movements, and good design without exorbitant prices. You get what you pay for.

What are the best Dutch watch brands?

Dutch brands are rare but growing. Think of small microbrands and startups that sell directly. For more information, check out our article on Dutch watch brands .

How do you find new watch brands?

Follow watch forums (WatchUSeek, Reddit r/Watches), Instagram hashtags (#microbrand, #watchfam), and YouTube reviewers . Subscribe to newsletters from brands you're interested in. Many microbrands announce releases through social media.

Do unknown watch brands retain their value?

Some do, especially limited editions from renowned microbrands like Halios and Monta. They don't appreciate like Rolex, but they retain reasonable value on the pre-owned market thanks to limited editions and loyal communities.

Written by R A

Ruben Albers — Horloge-expert bij Urban Ace

Ruben Albers is product specialist bij Urban Ace. Sinds 2018 verdiept hij zich in horloges en uurwerktechniek, en helpt hij dagelijks klanten de juiste keuze te maken met deskundige uitleg, duidelijke vergelijkingen en helder advies.

Frequently Asked Questions

Do unknown watch brands retain their value?

Some do, especiallylimited editions from renowned microbrandsLike Halios and Monta. They don't appreciate like Rolex, but they retain reasonable value on the pre-owned market thanks to limited editions and loyal communities.

What are the best Dutch watch brands?

Dutch brands are scarce but growing. Think of small microbrands and startups that sell directly. For more information, check out our article aboutDutch watch brands.

Which watch brands offer the best value for money?

Brands with excellent price-quality areUrban Ace, Orient, Seiko, Sternglas and BalticThey combine high-quality materials, reliable movements, and good design without exorbitant prices. You get what you pay for.