The watches everyone recognises, and the stories that made them famous.
By Shreya S · Last reviewed 15 November 2026
Why is Rolex the most famous watch brand?
Founder Hans Wilsdorf built it on toughness and marketing. The waterproof Oyster case of 1926 was proved when a swimmer wore one across the English Channel in 1927. The Submariner diver’s watch arrived in 1953 and the Daytona chronograph in 1963; a Daytona once owned by Paul Newman sold for $17.8 million in 2017. Rolex is owned by a private foundation and does not publish its accounts.
Which watch went to the Moon?
The Omega Speedmaster, qualified by NASA in 1965 and worn by Buzz Aldrin on the Moon in 1969 with Apollo 11. It has been sold as the Moonwatch ever since, and its design has barely changed.
What are the classic dress watches?
The Cartier Tank (1917), worn by everyone from Andy Warhol to Princess Diana, and the Jaeger-LeCoultre Reverso (1931), whose case flips over so polo players could protect the glass. Patek Philippe’s Calatrava (1932) is the purist’s choice.
And the sports and everyday icons?
The Audemars Piguet Royal Oak (1972) and Patek Philippe Nautilus (1976), the steel luxury sports watches with waiting lists to match. At the other end, the Casio G-Shock (1983), built to survive a fall, and the Swatch (1983) prove that an icon does not have to be expensive. See the holy trinity for the makers collectors rank highest.
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