People buy the most expensive watches in the world for various reasons—as a statement of success, an appreciation for precision engineering, or simply as heirlooms that transcend generations.

Here are five of the world’s most expensive watches globally in 2025, each exemplifying unparalleled craftsmanship, rarity, and luxury. Topping the list is the Graff Diamonds Hallucination ...

Topping the list for the fourth year in a row is Apple, according to Kantar BrandZ. ChatGPT and Chipotle also made the list for the first time.