If you consider yourself a serious horologist, you might scoff at the idea of Amazon watches for men. But it's time to reconsider your stance on the mega e-tailer's timepiece selection.
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. Whether you're after a classic casual watch to drop in your dad's stocking, a rugged field watch that can keep up with you on the trails, or a minimalist dress watch to celebrate your little brother's graduation, you're bound to find something among the best Amazon watches for men for every person on your holiday shopping list. To prove it, we combed through the Everything Store’s men's watch listings and narrowed 'em down to these essential brands and styles. \
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).
Casio classic quartz watch
Casio Pro Trek PRW2500R Tough Solar watch
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 on the God-tier for less.
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 and Peanuts.
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 dive 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.
Tissot PRX watch
Tissot Visodate stainless steel quartz watch
Tissot T-Touch Connect titanium watch
Tissot Seastar 2000 watch
Timex
After more than 150 years in business, 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.
Timex Waterbury Traditional watch
Timex T80 x Space Invaders watch
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.
Citizen Eco Drive Axiom watch
Citizen Eco-Drive Brycen watch
Citizen Eco-Drive Chandler
Citizen Eco-Drive Promaster Diver watch
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.
Orient Kanno automatic diver watch
Orient Bambino Small Seconds watch
Orient Bambino Version 2 leather strap watch
Orient Mako II watch
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.
Longines HydroConquest watch
Longines Flagship Heritage watch
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.
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.
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.
Hamilton Khaki Field Mechanical watch
Hamilton American Classic Intra-Matic Chronograph watch
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.
