5 Best underrated watch brands to consider in 2024

Underrated watch brands have gone unnoticed because consumers tend to gravitate toward more popular watchmakers such as Patek Philippe, Cartier, and Rolex, which have successfully established themselves as some of the world's finest watchmaking brands.

Some may be surprised to learn that there are a variety of considerably less in-vogue watchmakers in today's world who effortlessly deliver top-notch timepieces that can stand head-to-head with watches from the big names. These watch brands include Bulova, Alpina, Shinola, Skagen, and Meistersinger. Popularity is not a determinant of a brand's level of craftsmanship and creativity, and these watch brands are proof of that.

On the lookout for the five best-underrated watch brands to consider in 2024? Team Sportskeeda has curated a detailed list highlighting the names that are making ripples in the fashion world.

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5 best underrated watch brands to consider for quality watches in 2024

1) Bulova

This New York-based watchmaker, established in 1875 by Joseph Bulova, might not be recognized worldwide, but it has still gotten its share of success in the world of horology based on its distinctively chronographic-designed timepieces.

These watches feature an UHF quartz system, which ensures precision in time-telling, while the calendar features assist with accurate dates. This eponymous watchmaking brand's collection of timepieces is also built from fine leather materials, ceramic, and sapphire crystals, promoting durability and sophistication.

Also, Bulova's collaborations with the 50's classic, the Frank Sinatra show, and others have shown the beginnings of Bulova’s influence on pop culture.

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2) Alpina

Alpina watches are known for their refined designs, making them ideal for those who value functionality and style. Crafted by Alpina Watches International SA, which is based in Plan-les-Ouates, Geneva, Switzerland, everything began in the year 1883 when Gottlieb Hauser organized the manufacturing of the brand's watch component.

Hauser's ambition became a reality in 1938 when he introduced the "Alpina 4" concept. The brand's watches have proven to be trustworthy timekeepers thanks to their anti-magnetic, water-resistant, anti-shock, and stainless steel features.

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3) Shinola

This American brand is relatively new to the watch scene. Established in 2011, the New Generation watch brand has gone unnoticed by most watch enthusiasts. The brand creates timepieces from Swiss and imported parts and uses crystal, gold, and stainless steel cases. It delivers impressive vintage designs that embody America’s rich history.

Shinola’s clientele includes Barack Obama, who was often spotted with a Shinola model around his wrists. The former president of the United States lauded the brand for its stellar craftsmanship and manufacturing.

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4) Skagen

Skagen is another underrated watch brand to look out for. The American luxury fashion brand is known for its watches, clothing, bags, and accessories. This Texas-based watchmaker, co-founded by Charlotte and Henrik Jorst in the late 1980s, creates watches that come in minimalistic yet elegant-looking designs that pay homage to the rich cultural heritage of Denmark.

As a result of the founding duo's unrelenting commitment to creating quality and affordable watches, this brand has transcended beyond America to European and Asian countries, likewise making it onto the USA's list of fastest-growing companies.

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5) Meistersinger

This German-based watchmaking brand was born from the inspiration of commemorating the uniqueness of German music, with its name "meistersinger.".

Another underrated watch brand, their high-end series of mechanical timepieces sets them apart from conventional watch brands. Their distinctive design, especially their "one-hand" feature, unlike the traditional "three-hand" feature, and their two-digit numbering system make their watches unique and easily recognizable.

The brand also boasts the British royal family as part of its clientele, as it created a custom-made timepiece for the celebration of the historical feat of the late Queen Elizabeth in 2013. Also, this German watchmaker's creativity has been recognized through awards like IF product design and the Red Dot award.

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2024 is the year to experiment with fashion choices, and one way to start would be by looking at some of these underrated watch brands.