A couple of years ago, “Amazon watches for men” might’ve sounded like your snobbiest buddy’s idea of a bad joke, but these days it’s more than a punchline. There are a lot of places to buy a watch in 2023, but few offer the same degree of seamless shop-ability and low prices as Amazon. Already well-established as a source of cheap-but-stylish flexes from Casio and Timex, Amazon is now building its cred as a destination for luxury Swiss brands like Rado and Longines, too. So just in time for all of your spring shopping needs, we’ve combed through the very best of the Everything Store’s watch listings and narrowed it down to these essential brands and styles. Amazon watches…for men? More like Amazon watches for men!
Casio
This Japanese electronics brand changed the game when it launched the G-Shock in the early 1980s and has remained at the forefront of digital timekeeping ever since. In addition to countless variations of the G-Shock, Casio has a huge range of other essential designs, including the original Databank calculator watch and the MQ24-9B (a.k.a. Tyler, the Creator’s favorite pre-Cartier flex).
Seiko
There’s a good reason pretty much everyone who’s into watches has a Seiko in their collection: they just make great watches. It also doesn’t hurt that they offer elite style (and good quality mechanical movements) for far less than anyone else. Get in now while the gettin’s good.
Swatch
No designers on earth have as much fun as the ones at this Swiss brand, who put out dozens of new timepiece styles in a rainbow of cheerful colors every season, including recent collabs with NASA, Peanuts, and, oh yeah, a lil’ operation named Omega.
Spinnaker
Pretty much every watch brand makes a diver—or at least something that looks like one. This American startup, however, is dedicated to making watches that don’t just look the part. Every one of Spinnaker’s nautical-inspired pieces is designed and tested for water resistance and durability, whether you’re swimming with whale sharks or floating in the shallow end.
Tissot
Based in Le Locle, Switzerland, at the watchmaking equivalent of Santa’s North Pole workshop, Tissot has been quietly crushing it for more than a century. This year’s top models each bring their own flavor to the table—from 1960s sports watches to modern smartwatches—united by Tissot’s reputation for all-over quality.
Timex
After more than 150 years in the biz you might think Timex would be struggling to come up with anything new in the sophisticated-yet-inexpensive watch category. You’d be wrong, though. In fact, they seem to be getting better at it all the time.
Citizen
Battery-powered quartz watches are both cheaper to produce and more reliable than mechanical ones, with one key exception: batteries eventually run out of juice. Citizen solved that problem with its solar-powered Eco-Drive movement, resulting in the greatest combination of style and tech since Gundam.
Orient
Unlike Seiko, Casio, and Citizen, which make up the starting lineup of Japanese watchmaking’s All-Star Team, this brand tends to fly under the radar. As you can see from the pieces below—which more than measure up in quality and price—it’s only a matter of time before Orient gets tapped for the big leagues.
Longines
This brand has everything you’d want from an old-school watchmaker—heritage, quality, and a deep archive of classic designs—without the exorbitant prices. If you’re ready to make the leap to your first mechanical Swiss watch, this is a very good place to start.
Rado
Where other brands zig, Rado zags, using high-tech ceramic in place of steel, and big square cases instead of traditional round ones. Despite Rado’s penchant for quirky design, however, there’s enough depth and breadth to their collection that pretty much anyone can still find something they like here.
Bulova
Back in the 1950s and 1960s, Bulova made some of the most advanced watches in the world. They’ve had some hits since then, but their best releases of the 2020s—including the NASA-approved Lunar Pilot chronograph—are the ones that pay tribute to that golden era.
Alpina
“Discovering” a watchmaker that’s been around for 130 years isn’t a huge accomplishment, but in the case of Swiss sports watch specialist Alpina, it’s better late than never. Yes, they’re great. And now you know too.
Victorinox
Victorinox makes watches the same way it makes its famous knives: expertly, and with the utmost attention to detail. And unlike those multi-tools, they’re also TSA-approved.
Hamilton
In watches as in medicine, it pays to seek out a specialist. If you’re looking for a mechanical watch with a hint of vintage flavor, Hamilton will see you now.
Braun
Still saving up for your own Dieter Rams x Vitsoe collection? Keep the dream alive with a Braun watch inspired by Rams’ superbly minimal clock designs.
G-Shock
Military-grade toughness and an eye-popping variety of colors, materials, and functions make the G-Shock not just the most durable watch on the planet, but one of the coolest looking, too.
Movado
Movado ushered in the era of modern watch design with the original Museum Watch in 1947. Nearly 75 years later its designers still haven’t run out of ways to riff on that iconic dial.
Luminox
This brand’s reputation for durability and its bright, luminous markings (the result of tiny glass capsules full of glowing Tritium gas) made it the choice of U.S. Navy SEALs and US Air Force stealth pilots, but their watches will look just good with your off-duty wardrobe as they do with a pilot’s jumpsuit.
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