©Rolex/Cédric Widmer
For much of the last decade, the world has been smitten with fitness watches. Their modern designs, complete with bright digital displays and an endless array of comfy silicone straps meant one could share their individuality, healthy lifestyle and even their daily step count with anyone and everyone. This trend fit in perfectly with the trend of athleisure— which fit in perfectly with the remote work movement. Now, many are finding their wardrobes woefully out of touch with the return of office culture, formal weddings and events are trending up and calling for more sophisticated wristwear.
Whether marking a significant occasion, appreciation for fine craftsmanship or simply as an eye-popping accessory for a sophisticated night on the town, there are many reasons people turn to luxury watches. For shoppers in search of the perfect timepiece, there is no shortage of places to look in the area. We caught up with a few local experts who weighed in on what to consider when the time is right for your next high-quality timepiece.
Kyle Hanson-Arenas of Markham Fine Jewelers, which recently reopened in Southlake Town Square, has found that many of his customers are in the market for “quiet luxury”—elegant but inconspicuous watches that are suited for everyday wear. Featuring watches from Longines, Omega, Breitling, and TAG Heuer, all high-end Swiss watchmakers, Markham is certainly suited to meet that demand. Watches from these luxury brands and others can range anywhere from $1,600 to $45,000.
“What's really nice about the four brands that we carry in our store is that we have something for everyone regardless of taste or budget,” Hanson-Arenas said.
Quality craftsmanship reigns supreme
One common thread amongst brands carried by Markham and other high-end makers is a well-earned reputation for excellence. Omega, for example, has a storied history in the aviation world, and its timepieces have long been favorites of the British Royal Air Force and the US Air Force. The recently unveiled Omega Speedmaster Pilot is an homage to the original 1957 edition and still features a unique matte finish that eliminates light reflections, making it one of the world's easiest-to-read timepieces.
The updated Speedmaster Pilot maintains the traditional matte finish while incorporating both a 12-hour and a 60-minute subdial on the face. The two dials give the wearer the kind of precise instruments that make Omega so popular among pilots. Priced at $9,500, it is both strikingly fashionable and durable thanks to its Kevlar(™) threads and classic stainless steel band.
Following newer trends in materials and colors, Omega has updated its popular Seamaster Diver 300 M collection. The new edition has swapped out stainless steel for Grade 2 Titanium. The new iteration moves away from the familiar ceramic style of recent years – and instead – takes inspiration from the Seamaster Diver 300M 007 Edition, which was worn by Daniel Craig in the James Bond film, No Time To Die. Priced at $10,700, the timepiece includes the same domed sapphire crystal, giving it a vintage aesthetic, while the green aluminum dial accented with bronze gold presents a timeless classic in the latest color palette and style.
For every Bond, there’s a Bond girl, and TAG Heuer's Carrera line of watches combines sleek design with complexity and craftsmanship for both men and women. Priced around $3,000, the Carrera Date is one of the larger women's watches available on the market with a 36 mm case. It is water-resistant for up to 50 meters, features automatic movement, and incorporates several intricate designs. But perhaps more importantly, the Carrera Date watch case is available in vibrant shades of hot pink, royal blue, silver, and sunburst green.
Movement matters
For those uninitiated in the timepiece world, the question comes to mind: What differentiates a watch that costs a couple of hundred dollars from a watch that costs many thousands of dollars? In high-end watches, a notable portion of the price depends upon the precious metals and stones incorporated into the watch’s design. The prestige of a brand, too, plays a role, and the major Swiss watchmakers command the highest prices.
The most significant aspect in determining a watch’s price, though, has to do with its “movement”—the mechanisms inside the watch that enable it to tell time. Most lower (under $200) and mid-priced (under $1,000) watches typically use quartz-powered batteries to tell time, an efficient and affordable alternative to traditional clockmaking that emerged in the 1970s. On the contrary, luxury watches are almost exclusively mechanical or automatic movement. Mechanical movement requires daily winding to ensure that the complex set of wheels and gears continue to tell time accurately. Automatic movement makes the complex process go on its own.
“Typically, the more complicated the movement, the better the finishing on a watch, and the higher the jewel count, the more expensive it is,” said Todd Comitini, master watchmaker at Garner Wallace Fine Timepieces and Jewelry in Keller. Garner Wallace sells primarily pre-owned Rolex watches. Comitini has been repairing watches for nearly 25 years. Over the course of his career, he has worked on over 20,000 Rolexes. Pre-owned Rolexes at Garner Wallace can range in price from $2,000 to $20,000.
Maintaining a luxury watch also requires some forethought. High-end timepieces with automatic movement require, well, movement to stay in top form. This means that owners should commit to regularly wearing the watch or investing in a watch winder to keep the gears in motion. In addition, it’s worth considering that warranties on watches are generally between two and eight years. Beyond that, making sure your sartorial purchase is in secure hands by finding a watchmaker who is authorized to repair your specific brand is imperative.
“Typically, either the main spring will have broken or the watch will be gaining or losing time,” Comitini said. The Rolex expert adds that unless your watch is designed with the outdoors in mind, it should be kept out of the elements.
Aged like a fine wine
Just like when purchasing a certified pre-owned car, customers in the market for a pre-owned or vintage luxury timepiece would be wise to rely on local expertise. Local dealers are not only a fine spot to get your favorite watch repaired, they also have a great selection of classic wristwear that has been properly restored. Beyond selection, working with an expert will help you avoid unknowingly investing in the ever-growing online market for knockoff luxury watches.
“We see people bringing them in trying to get them fixed up. The knockoffs don’t last very long, but they are getting really good. You need a professional to identify them,” said John Arbach of Kyle’s Jewelry in Lewisville. Kyle’s has been in business for nearly 15 years and John has been a part of the family business for the last ten.
The Lewisville store focuses on pre-owned watches. Their most affordable watches from brands like Seiko and Citizens go for a few hundred dollars. They carry luxury brands like TAG Heuer, Cartier, and Rolex, which can cost more than $10,000.
“Most of our watches are good startups for people looking to buy their first Rolex or other luxury watch,” Arbach said.
Big, bold & vibrant
When it comes to luxury timepieces, 2025 is already shaping up to be a year of bold aesthetics and refined craftsmanship. From vibrant hues like pinks and greens to the timeless elegance of brown and green dials, color plays a central role in the story of modern watch design. Textured straps in leather and durable rubber provide a luxury appeal, as do smaller, more intricate case sizes. On the opposite end of the spectrum, there has also been a marked shift for some women toward more traditionally masculine sizes. “Right now, many women are getting more interested in bigger watches. 36 mm, for example, used to be primarily a man's watch,” says Arbach.
Meanwhile, timeless materials like gold continue to exude luxury, and titanium remains highly sought-after for its durability and lightweight comfort. The beauty of buying a watch is that so many of the elements are easy to customize.
“We can accessorize afterward with a strap and appropriate buckle,” Hanson-Arenas said. "That's one of my favorite parts about selling timepieces is how we can make a look truly and uniquely you.”
Keeping the gears in motion
The emergence of smartwatches, such as the Apple Watch, has put a significant dent in the low and mid-priced watch market but, according to the experts, has had little impact on the luxury watch business.
“The Apple and Samsung watches are great but the people wearing those are looking to keep track of their steps or sleep patterns. The Swiss watch world has been pretty much unaffected by that,” Markham’s Hanson-Arenas said. “A lot of our clients actually wear smart watches on one wrist while wearing their luxury watch on the other wrist,” he continued.
No matter whether your style is trendy or traditional, buying a watch is no different than any high-end purchase. Doing your research, finding a reputable seller and making sure that your choice aligns with your needs and style are the most important aspects.
Hanson-Arenas would agree. “The only two questions I use are ‘Do you love it’ and ‘Are you going to wear it?’ The conversation doesn't have to go any further than that.”