Luxury Watches Italian Brands

Best Luxury Watches of Italian Brands

Best Designer & Affordable Watches Made in Italy

by Anastasia Bakker Tuscany, Italy April 26, 2025

Luxury watches of Italian brands represent the perfect harmony of timeless elegance and refined Italian style. From sophisticated luxury watches Italian brands like Panerai and Bulgari to innovative affordable Italian watch brands such as Locman and Meccaniche Veneziane, Italy offers a rich and diverse world of horology.

Our comprehensive luxury watches brands list features iconic names from Italy and beyond — ranking the best Italian designer watch brands by reputation, innovation, and aesthetic appeal. Explore handpicked selections of the best women luxury watches, distinguished luxury watches mens brands, and even vintage Italian watch brands that carry decades of horological heritage.

Italian brands - Affordable luxury watches

Luxury watches Italian brands - Italian designer watch brands When it comes to luxury watches, Italian brands offer a unique blend of design excellence, craftsmanship, and affordable luxury. Unlike their often pricier Swiss counterparts, many watches made in Italy provide exquisite quality and style at a lower cost, making them a smart choice for those who seek affordable luxury watches. Whether you love bold statements or minimalist refinement, affordable Italian watch brands have something exceptional to offer.

Here are some of the most notable Italian designer watch brands that combine high-end luxury with affordable sophistication:

Luxury Italian Watch Brands

Bvlgari / Bulgari
Luxury with a Roman soul: While some Bvlgari watches fall into the high-end range, models like the Bvlgari Bvlgari collection and Serpenti Tubogas offer iconic design and Italian glamour at competitive prices compared to Swiss haute horlogerie.
Panerai
Bold and historic: Originally supplying the Italian Navy, Panerai watches like the Luminor Base models are a gateway to owning an authentic piece of Italian watchmaking tradition without reaching ultra-luxury prices.
Gucci
Fashion-forward timepieces: Known worldwide, Gucci watches offer Italian creativity and cutting-edge design. Collections like the G-Timeless and Grip provide a chic, youthful twist on luxury at accessible prices.
Size-Inclusive Fashion – While Calzedonia is best known for its standard sizing, it has expanded to include shaping tights, compression leggings, and adaptive swimwear to cater to different needs.
Locman Italy
Innovation meets affordability: Based on the island of Elba, Locman specializes in lightweight, bold watches made with carbon fiber, titanium, and aluminum — offering high-performance materials at low cost luxury watches prices.
Emporio Armani
Modern Italian elegance: As part of the Armani fashion house, Emporio Armani watches mix sleek aesthetics with affordability, making them ideal for stylish everyday wear.
Anonimo
Florentine craftsmanship: Founded by former Panerai executives, Anonimo watches offer robust designs, diving heritage, and Swiss-Italian engineering at relatively affordable luxury watches pricing.
Anonimo
Racing spirit: Inspired by motorcycle racing and speed, CT Scuderia creates bold chronographs and sporty designs, perfect for lovers of motorsport culture and Italian passion.
Maserati Watches
Sports luxury watches: sleek, racing-inspired pieces often available at attractive price points.
U-Boat
Handmade in Tuscany and designed by Italo Fontana, U-Boat watches are known for their large cases, rugged military inspiration, and daring Italian style — offering a strong, masculine aesthetic at a competitive luxury price point.

Vintage Italian watch brands

Italy’s watchmaking heritage is rich with bold designs, military precision, and timeless elegance. Vintage Italian watch brands offer collectors something truly special: a mix of character, innovation, and artistry. From the legendary designs for the Italian Navy to avant-garde Roman luxury, these watches made in Italy capture the spirit of Italian craftsmanship through the decades.

Here’s a curated list of the finest vintage Italian watch brands, along with their most collectible models:

Best Italian Vintage Watches

Panerai – The Military Classic: Founded in Florence in 1860, Panerai crafted watches for the Royal Italian Navy, known for their robustness and readability underwater.
Iconic Vintage Models:
- Panerai Radiomir 3646 (1940s) – WWII military diver's watch with wire lugs
- Panerai Luminor 6152/1 (1950s) – Famous for its large cushion case and crown-protecting bridge
- Panerai Egiziano GPF 2/56 (1956) – Oversized model made for the Egyptian Navy, a true collector's gem.
Bulgari – Roman Elegance: Although best known for jewelry, Bulgari entered watchmaking with sophisticated designs that bridged luxury and minimalism.
Iconic Vintage Models:
- Bulgari Bulgari BB33 (late 1970s–1980s) – Gerald Genta-designed minimalist classic.
- Bulgari Diagono (1980s) – A sportier, elegant option with Roman sophistication
- Bulgari Serpenti Vintage (1960s) – Snake-shaped watches combining jewelry and horology.
Locman Italy – Innovative Spirit: Founded on the Island of Elba, Locman introduced colorful, lightweight timepieces using carbon fiber and titanium. Collectible Early Models:
- Locman Mare (1990s) – Vibrant, sporty, and lightweight, perfect for collectors seeking rare Italian sports watches.
- Locman Stealth (early 2000s) – Inspired by military technology, featuring bold design and materials.
Anonimo – The Panerai Successor: Created by Florentine craftsmen after Panerai moved to Switzerland, Anonimo continued the Italian military watch tradition. Key Vintage Models:
- Anonimo Millemetri (late 1990s) – Rugged dive watch with Italian styling and Swiss movement.
- Anonimo Dino Zei (early 2000s) – Tribute collection honoring military engineer Admiral Dino Zei, rich with naval history.
Eberhard & Co. (Italian-Swiss Favorite) – Beloved in Italy: Though Swiss by origin, Eberhard has long been associated with Italian elegance and motor racing culture. Popular Vintage Models:
- Eberhard Extra-Fort Chronograph (1940s–1950s) – Highly collectible chronographs with beautiful vintage movements.
- Eberhard Scafograf 300 (1960s) – A professional diving watch with a cult following.
U-Boat - Dramatic and Bold: Founded by Italo Fontana, U-Boat revisited 1940s Italian military designs for modern reinterpretation. Future Vintage Collectibles:
- U-Boat Classico (early 2000s) – Their signature oversized model with a left-side crown.
- U-Boat Flightdeck (2000s) – Aviation-inspired chronograph with an unmistakable bold presence.
- U-Boat Chimera (early 2010s) – Handcrafted, limited editions already rising in collector value.

Vintage Italian designer watch brands like Panerai, Bulgari, and U-Boat blend innovation, heritage, and unmistakable Italian style. For those seeking affordable luxury watches with a soul, vintage Italian watches - bought second hand - offer a fascinating world of stories, mechanical excellence, and timeless Italian style.

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Frequently Asked Questions (FAQ)

What watches are made in Italy? View Answer+

Italy is home to several respected watchmakers known for their craftsmanship, bold design, and heritage. Some of the most notable watches made in Italy include brands like Panerai, Bulgari, U-Boat, Locman, Anonimo, Meccaniche Veneziane, and Out Of Order (OOO). These Italian watches brands produce everything from luxury diving watches to stylish automatic timepieces, often blending Swiss mechanics with Italian aesthetics.

What Italian watch brand is best?view answer+

The best Italian watch brand depends on your style and budget, but Panerai is widely considered the leader in terms of luxury and heritage. Known for its iconic cushion-shaped cases and military history, Panerai offers exceptional craftsmanship. Other top-tier Italian brands include Bulgari (especially for elegant and innovative watches designs) and U-Boat for bold, masculine watches.

Italian watch brands for men under $400 view answer+

If you're seeking Italian watch brands for men under $400, here are great options:

Locman Italy – Modern, sporty, and often made with titanium or carbon fiber.
Out Of Order (OOO) – Stylish vintage-style watches with a “damaged in Italy” design.
Meccaniche Veneziane – Offers automatic movements with Italian design at a fair price. These are perfect if you’re searching for affordable Italian watch brands with character and style.

Luxury watches under $5000view answer+

There are several excellent luxury watches under $5000, including:

Omega Seamaster or Speedmaster (entry models)
TAG Heuer Carrera or Monaco
Tudor Black Bay or Pelagos
Longines Master Collection
Panerai Luminor Base models These watches blend Swiss precision with durability and prestige, perfect for buyers seeking luxury watches affordable but still high-end.

Are Rolex watches waterproof?view answer+

Yes, Rolex watches are waterproof — every model is tested rigorously. Most Rolex watches are water-resistant to at least 100 meters (330 feet), while models like the Rolex Submariner or Sea-Dweller are designed for deep-sea diving and offer much greater resistance (up to 1,220 meters for the Deepsea).

Is Omega a luxury watch?view answer+

Yes. Omega is a luxury watch brand, known for its Swiss craftsmanship and historical achievements (like the first watch on the moon – Omega Speedmaster). It’s often compared with Rolex and is known for the Seamaster, Speedmaster, and Constellation collections.

Is Rolex watches cheaper in Switzerland?view answer+

Yes, but only slightly. Buying a Rolex in Switzerland can be marginally cheaper due to lower VAT and the brand being based there. However, global pricing strategies and limited availability often make the difference minor. Be cautious of customs taxes when returning home.

Is Tissot a luxury watch?view answer+

Tissot is considered entry-level luxury. It's part of the Swatch Group and offers Swiss-made watches with automatic movements and quality design. While not in the same league as Rolex or Patek Philippe, Tissot is a respected brand for those entering the affordable luxury watches segment.

Where to buy luxury watches near me?view answer+

You can buy luxury watches near you at authorized watch dealers, high-end department stores (like Neiman Marcus, Bloomingdale’s), or specialty boutiques. Many luxury watches brands also have store locator tools on their official websites. For trusted online purchases of luxury watches, platforms like Chrono24, WatchBox, Jomashop, or Watches of Switzerland are popular.

Luxury watches hierarchyview answer+

The luxury watches hierarchy can be roughly divided into levels:

Ultra-High-End: Patek Philippe, Vacheron Constantin, Audemars Piguet, Richard Mille
Prestige: Rolex, Omega, Breguet, Blancpain, A. Lange & Söhne
Upper Luxury: Cartier, Jaeger-LeCoultre, IWC, Panerai
Entry Luxury: TAG Heuer, Longines, Tudor, Tissot, Oris

This hierarchy of luxury watch brands reflects a mix of craftsmanship, prestige, innovation, and pricing.

Are there sales on luxury watches?view answer+

Yes, but rarely on core or high-demand models. Luxury watch sales often occur on discontinued models, during authorized dealer events, or via trusted grey-market sellers. Premium models from Rolex, Patek Philippe, or Audemars Piguet are usually exempt from discounts due to limited supply and high demand.