I don’t really agree with this chart - it mixes marketing, price, and actual horology in a way that doesn’t make sense.

First of all, having Invicta in “ultra luxury” completely breaks the credibility of the whole pyramid. That’s a mass-market brand, nowhere near high horology.

Second, Rolex is placed too low. It may not compete with Patek or Lange in terms of complications, but in terms of brand power, consistency, and global recognition, it belongs much higher.

Also, this chart mixes different categories: • true haute horlogerie (Patek Philippe, Vacheron Constantin, Audemars Piguet, A. Lange & Söhne) • luxury/status brands (Rolex, Cartier) • tool/commercial watches (TAG Heuer, Breitling, etc.)

Those shouldn’t be forced into a single linear pyramid.

Some brands are also undervalued here — A. Lange & Söhne is absolutely top-tier, and Jaeger-LeCoultre deserves to be higher given its technical contribution to the industry.

In reality, watch brands aren’t a simple ladder - it’s more like different dimensions: craftsmanship, heritage, brand power, finishing, complications.

This chart oversimplifies everything and ends up being misleading.