There was a time when collectors prized brand loyalty above all. A Rolex guy was a Rolex guy. A Patek collector could trace their lineage through generations of Calatravas. But in 2025, brand boundaries feel blurrier then ever.
A collector with a platinum Day-Date might also own a Ming, a G-Shock, and a ceramic Royal Oak. Even at the highest levels of collecting, Patek, AP, Lange, and beyond, brand loyalty seems more like a rarity than a rule. So what changed?
Access, Fatigue, and the Rise of Alternatives
Years of waitlists, limited allocations, and aggressive price hikes have chipped away at loyalty. Some collectors still admire the greats, but getting access to what they actually want can feel impossible.
According to Robert Reustle, Watch Specialist at European Watch Company, “Over the past few years I’ve actually seen many clients diversifying their collections and branching out from brands that they were initially fiercely loyal to. The landscape is broader now and there are always new and exciting watches being released. I often hear from clients saying something like, ‘I never considered this brand before, but this new release is really compelling.’”
Collector James Kong (@waitlisted) agreed. “I’ve always found myself drawn more to individual pieces than to brands at large,” he said. “There are brands I now own several watches from, but it’s because they keep making things I like, not because of some brand loyalty.”
Reustle added that frustration has opened the door for other players. “When demand is high and supply is short there is always going to be unhappy people,” he said. “This is the perfect opportunity for some of these newer brands to gain those customers. We’ve seen our own brand diversity grow, even as a secondary market retailer, since our customers are becoming more interested in a wider range of brands.”
What Loyalty Looks Like in 2025
Brand loyalty hasn’t disappeared entirely. It has just evolved. Today, it’s less about allegiance and more about admiration. A collector might own several watches from the same brand because the design language or philosophy speaks to them, not because they feel tied to the logo.
“This is a matter of personal taste,” said Reustle. “I’ll always advocate for diversity in a watch collection. Watches are a wonderful way to showcase your own individual style and personality. No person is one-dimensional and so your watch collection shouldn’t be either.”
Kong echoed that sentiment. “Personally, I feel like there are too many interesting things out there to stick to a single brand,” he said. “That said, collecting is a very personal endeavor. I’d never judge someone who only enjoys collecting a single brand. Both approaches are valid, and there are certainly brands out there with enough depth for a lifetime of collecting.”
Even for collectors who favor one name, expectations have shifted. “For a brand like MB&F, I’d look for them to always be pushing technical, aesthetic, and design boundaries,” Kong said. “For a big brand, consistency is appealing so long as things don’t start feeling stale or boring.”
The Outliers That Still Inspire Loyalty
Some brands still retain their loyalists, and for good reason. “In terms of customer satisfaction, I don’t think anyone can beat Rolex,” said Reustle. “The quality and consistency of their manufacture is beyond impressive. We sell many, many Rolex each year and we almost never see them come back for warranty repairs.”
Kong, despite leaning toward independents, still holds the greats in high regard. “I’ve always been drawn to independents because they offer a more compelling horological proposition, and often a more personal connection to the people behind the watch,” he said. “But I also have enormous appreciation for Rolex and Patek. Without them, much of the rest of the industry wouldn’t exist.”
So, Is Brand Loyalty Dead?
Not exactly. But it is no longer a dominant force in collecting. The new wave of enthusiasts prioritizes variety, curiosity, and individuality. They want to discover stories, materials, movements, and designs that feel personal. Brand names still matter, but they are just one part of a much broader equation.
“I wouldn’t say I’ve deliberately moved away from a brand,” Kong said, “but there are certainly brands I’d love to own pieces from that have become inaccessible due to hype and price increases. It doesn’t diminish my love for the watches, but it makes actually owning them a much bigger obstacle.”
If anything, the shift has made watch collecting more dynamic. In a landscape where collectors are freer to explore, loyalty might not mean sticking with one brand. It might just mean coming back, on your own terms.