Why Swiss Luxury Watches Are Trending in the U.S. Right Now

In 2025, Swiss luxury watches are making waves across the U.S. From seasoned collectors to first-time buyers, Americans are increasingly investing in timepieces that blend heritage, precision, and style.

The rising interest is fueled by both fashion trends and economic moves—like looming tariffs on imports and the rising value of Swiss craftsmanship.

Whether you're looking for a luxury watch, a durable automatic watch, or a sleek stainless steel chronograph, there’s a model trending right now that fits your style and budget.

1. Swiss Watches as Timeless Investments

Luxury watches aren't just about aesthetics—they’re investment-grade assets. High-end timepieces, particularly those with tourbillon complications or limited editions, are holding strong resale value and even appreciating over time.

Spotlight: Tourbillon Watch Collection

Crafted with elite mechanics and Swiss precision, this collection is built for investors and horology enthusiasts who value complexity, rarity, and beauty.

2. Reef Series: The Rise of Durable Automatic Watches

Among microbrands, the Reef X Automatic Diver and Reef 2.0 Automatic Diver have caught attention for their balance of functionality and elegance. Made with high-grade stainless steel and built to perform underwater, they’re also rising as casual watches for men.

Why They're Trending:

• Rugged, masculine design

• Stainless steel case + sapphire crystal

• Water-resistant and made for daily wear

Buyers love how these watches combine the look of luxury dive watches with long-term durability and a lower price point.

3. GMT Watches for the Modern Traveler

The modern man wants utility, and GMT watches deliver. Dual time zones, Swiss movements, and sleek profiles make these ideal for professionals and travel lovers.

Featured: Blackpool GMT Automatic

• Sleek stainless steel finish

• GMT complication for dual time zones

• Available in a Vintage Series for retro-style lovers

This collection satisfies the growing American demand for classic watches with modern performance.

4. Chronographs & Tachymetres: Sporty and Stylish

Chronograph watches are back in fashion, especially those designed with motorsport or aviation flair. This is where the Chronographe Collection, HEX Swiss Chronograph, and Tachymetre models shine.

Why U.S. Buyers Want Chronographs:

• Functional yet fashionable

• Bold dial designs for statement wrists

• Popular among both athletes and executives

Whether it’s a racing-inspired tachymeter bezel or minimalist Swiss lines, chronographs are hot again—and stainless steel remains the finish of choice.

5. Military & Aviation-Inspired Timepieces

Watches like the Wraith Watch Collection and Pilot Commander Watch Collection are rooted in tradition but designed for modern utility.

What Makes Them Stand Out:

• Matte stainless steel cases

• Luminous dials with 24-hour readability

• Rugged appeal for everyday wear

These timepieces are trending with American men who want a watch that speaks to heritage, masculinity, and functional elegance.

6. Stainless Steel Watches: The Silent Luxury Trend

In line with the quiet luxury movement, stainless steel watches are dominating fashion and lifestyle editorials. They’re versatile, understated, and go with everything.

From the Reef series to the Chronographe line, nearly every top-trending model uses stainless steel construction for a clean, refined, and masculine look.

Google searches for “stainless steel watches for men” have spiked over the past 3 months in the U.S.

Why Now’s the Time to Buy

From investment-grade pieces like the Tourbillon Watch Collection to casual yet premium designs like the Blackpool GMT, Swiss luxury watches are trending because they blend style, function, and long-term value.

With upcoming tariffs on the horizon, collectors and fashion-savvy shoppers alike are securing their pieces before prices rise.

Shop the Trend

Discover the latest Swiss timepieces and trending models at Serket Watch Co.. Our collections include:

Shop now before they’re gone.