Expensive watches are overrated

During the Covid lockdown, many people suddenly found themselves stuck at home with their phones in hand and vacation money burning in their pockets. This led to a boom in luxury watch sales, but the recent decline in prices suggests it might be time to put larger sums of money somewhere else and start looking for cheaper, more interesting options.

To be honest, I’ve become somewhat fatigued by expensive watches over the past few years. Not so much because of rising prices, but because of the endless waiting lists and helpless AD staff with their hands tied and unable to help me get a mass-produced dive watch.

Let this be a small nudge to help you look in a different direction. I’ve made a shortlist of affordable watches that offer history, heritage, and iconic design.

Tissot PRX

The Tissot PRX is the perfect mix between a sports and dress watch. Originally launched in 1978, the PRX was Tissot’s answer to the wave of integrated-bracelet sports watches like AP’s Royal Oak and Rolex’s Datejust. It fits in effortlessly everywhere — from suits to shorts.

Not being a huge success at the time, the model was eventually dropped, but in 2021 Tissot revived the design with great success.

P for Precision – The original PRX was a quartz watch, but when the model relaunched, Tissot also introduced an automatic version to cater to modern enthusiasts who value mechanical movements over battery power. An automatic variant arrived in 2022.

R for Robust – The meaning of robustness might have changed a bit since 1978. The PRX will handle everyday life with ease, but if you plan on some serious adventure, you might want to look for something more rugged.

X for Ten – The PRX is tested to 10 ATM of pressure, making it perfectly fine for swimming but don’t rely on it if you plan to go diving.

The brushed steel and integrated bracelet work with most outfits, and the choice between a reliable quartz movement or a classic automatic makes it appealing to all kinds of watch lovers.

Price range: 400 – 800 USD

Hamilton Khaki Field

The Hamilton Khaki Field offers a completely different aesthetic. Hamilton produced some of the first field watches for the U.S. Army, originally issued during the First World War. The design expresses pure function, and the NATO strap contributes to its military charm.

During the Second World War, Hamilton produced more than one million watches for the American armed forces, helping to popularize the field-watch design for civilian use in the 1950s.

The Khaki Field doesn’t have the same broad styling range as the Tissot PRX, but it’s highly regarded among connoisseurs and sends a signal of both outdoorsmanship and style heritage.

Like the PRX, the Khaki Field comes with options for both quartz and mechanical movements with the added bonus that the mechanical versions are available in both manual and automatic form.

The H-50 manual movement comes closest to the original heritage of the brand and the wartime history of the Khaki Field. The daily ritual of winding the watch gives it a connection to another iconic tool watch, the Omega Speedmaster Professional.

Quartz versions of the Hamilton Khaki Field are priced around 300–600 USD, the manual version (my personal favorite) comes in around 400–600 USD, and the automatic movement typically ranges from 600 – 1000 USD.

Casio GA-2100 “CasiOak”

If you’re looking for ruggedness without compromise, meet the Casio GA-2100 affectionately known by fans as the “CasiOak.”

This watch combines the design cues of the AP Royal Oak with the legendary toughness of the Casio G-Shock line. It features a hybrid analog-digital quartz movement with functions like multiple time zones, alarms, luminescence, and LED dial light.

The case is reinforced with Carbon Core Guard, a structural design developed by Casio using carbon-fiber–reinforced resin to protect the movement. This composite material combines high rigidity with low weight, offering exceptional resistance to shocks, impacts, and deformation while keeping the watch light and comfortable.

This is not a slim watch. It radiates capability and toughness. Still, it manages to look great with both streetwear and outdoor gear. The GA-2100 comes in countless colorways and styles, with full-metal versions released in 2022.

My personal favorite remains the original all-black version — understated, subtle, and quietly bold, giving off the right “wild lifestyle” vibes without shouting.

Though not a dress watch, the Casio “CasiOak” GA-2100 can be yours from around 100 USD.

Vintage Omega Seamaster (1970s)

Now that we’ve explored modern watches with rich heritage, let’s turn to something more classic. With modern luxury prices skyrocketing, it’s worth noting that there are plenty of vintage options offering timeless design and enduring brand value.

One of the best examples is the vintage Omega Seamaster. This watch stands in complete opposition to the big and bold CasiOak. The recent trend toward smaller cases makes the old Seamasters, typically 34–36 mm, more appealing than ever.

The greatest thing about them is the patina. Some dials have gentle sun-fading, others creamy lume plots that have aged beautifully over decades. It’s a kind of warmth and character no modern watch can replicate.

Omega movements are of great quality, but make no mistake, compared to modern G-Shocks, these vintage pieces are fragile. They aren’t meant for rough adventures, but they shine in social settings and the office. Subtle yet instantly recognizable to other enthusiasts, they’re true conversation starters.

Platforms like Facebook Marketplace, eBay, and Chrono24 are filled with vintage Seamasters from the 1960s. They come in all kinds of conditions and prices, but you can often find a good example for around 1000 USD.

I hope this list gives you the appetite to explore new directions in your watch journey.

Think about it for a moment: you could own all four watches on this list, each with real history, style, and character, for less than one third of the price of a new Rolex Submariner. And let’s be honest: you probably wouldn’t get that one anyway.

Whether you prefer modern design, military heritage, rugged functionality, or vintage charm, there’s never been a better time to enjoy real watchmaking without breaking the bank.