Affordable automatic watches

Under 300 francs, the market splits into three families. Quartz fashion watches (often 150 to 250 CHF) sell a logo and a battery: nothing to set, nothing to admire, and a resale value of zero. Entry-level automatics from the big Japanese brands start around 250 to 350 CHF, with a mineral glass that scratches and a more basic finish. And then there are watches like ours: a proven Seiko movement, a sapphire crystal (the same hardness as on a 5,000 CHF watch), surgical steel, and a design inspired by the great classics. What you do not pay for is advertising and middlemen: we sell direct, from Switzerland, in Swiss francs, with no customs fees or surprises on delivery. To choose well, start with the diameter (36 mm for a slim wrist, 39 or 41 mm above 17 cm), then the dial colour: black and navy blue go with everything.

119 models in this selection, from CHF 249.-, all on an authentic Seiko automatic movement with sapphire crystal and 316L steel. To go further, read our buying guides.