10 of the best American watch brands from least to most expensive

Zach Blass

When you think of watchmaking, Switzerland is naturally the first place that comes to mind. While the Swiss are certainly a dominant force in watchmaking, German, Japanese, and other locales are receiving the due they deserve in a more educated marketplace. Historically speaking, the United States was once a titan in the watchmaking industry, but it later practically vanished when the quartz crisis emerged (and had long been on the decline before that). In recent years, however, we have seen a resurgence of American watchmaking, whether strictly founded in or even manufactured entirely in the USA. Here are some of the best American watch brands that deliver watches at varying price points.

Brew

Founded by Jonathan Ferrer, a notable member of the watch community and just an all-around nice guy, Brew has become such a fan-favourite brand that it has even got on the radar and wrists of people like Kevin O’Leary and Idris Elba. Ferrer’s keen eye for design and inspiration from industrial espresso machines has yielded retro aesthetics that are packaged in a budget-friendly manner that suits all wrists.

Take the Brew Metric Retro Dial, a mechaquartz-driven stainless steel watch that, with its dial aesthetic, colour accents, and case and bracelet shape, creates the perfect amount of nostalgia. The Metric is also notably 36mm in diameter, 10.75mm thick, and 41.5mm lug-to-lug across the wrist – very, very wrist-friendly. Zach’s pick – Brew Metric Retro Dial. Price: US$475

Bulova

Okay, I am cheating a bit here because Bulova, though born as an American company, is now owned by the Citizen Group. But, ultimately, most American brands are sourcing components and materials from abroad, so really the only rule I am breaking here is the American-owned element. That being said, Bulova is still firmly rooted in its American spirit and an Empire State of mind with its corporate offices in Queens and Manhattan (in the Empire State Building).

So, of all Bulova watches right now, I have to turn your attention to the Super Seville. Starting at US$695, the 38mm stainless steel watch offers a variety of dial hues and even case and bracelet colours through various usages of gold-tone coatings. The sporty-meets-elegant aesthetic is certainly a draw, but watch geeks are finding allure in its Precisionist movement – a 262kHz quartz movement that is not only accurate within ten seconds per year, but also has a fluid sweeping seconds hand akin to Grand Seiko’s Spring Drive. Furthermore, the battery is said to last four years before it needs to be changed. Zach’s pick – Bulova Super Seville. Price: Starting at US$695

Monta

For those looking for more price-approachable alternatives to popular watches like the Rolex Datejust or Omega Seamaster Aqua Terra, American brand Monta and its Swiss-made Noble is a rock-solid offering to consider. Taking a step back, Monta was founded by Michael DiMartini, who not only serves as the CEO of Monta but Everest Bands as well – which would explain Monta’s attention to detail when it comes to bracelets.

At US$1,895, having a micro-adjustment system in the clasp that functions like a Rolex Glidelock or Tudor T-Fit is something the brand had before it became more commonplace with other micros. The Noble utilises this micro-adjustment clasp, which offers three points of quick micro-adjustment, and there are even two half links provided that allow you to really fine-tune the fit. With its screw-down crown secured 150-metre water-resistant steel case, 38.5mm in diameter, 9.7mm thick, and 47mm lug-to-lug, it carries a size most will happily get behind. The Sellita-based automatic within, while not the most glamorous, backs up the value-adds of the externals with a robust engine. Zach’s pick – Monta Noble Time & Date. Price: US$1,895

Oak & Oscar

Founded by Chase Fracher, Chicago-based Oak & Oscar refuses to be categorised as a microbrand – instead positioning itself as an American-based independent watchmaker. Parts are sourced from around the globe, and larger batches of production are assembled in Switzerland. Small-batch production runs are assembled in Chicago, where all the watches are regulated, tested, and shipped from.

In my view, Oak & Oscar has done a great job of producing designs that speak to familiar frameworks while having distinct brand design codes that make its creations refreshing and stand out. It notably outfitted the United States Curling Team with a limited edition watch for each of its members, but out of Oak & Oscar’s many designs, my personal favourite is the Atwood White Panda. For US$2,650, you can purchase a handsome, manually-wound 39mm stainless steel flyback chronograph. Zach’s pick – Oak & Oscar The Atwood White Panda. Price: US$2,650 (on bracelet)

Lorca

Lorca, founded by New York-based recording artist Jesse Marchant, was born out of Merchant’s passion to create his ideal travel watch companion while touring the world as a solo performer. It therefore naturally began with the Model No.1 GMT, because a GMT watch is, of course, a go-to travel watch choice. It caught the eyes of watch buyers due to its restrained, classic design and vintage proportions – a 36mm, 200-metre water-resistant stainless steel GMT watch.

Merchant would go on to bring this sense of restrained design and proportion to his Model No.2 Chronograph, bringing another classic and romantic complication into the mix. My personal Lorca pick would be the new Golden Grey Model No.2 Chronograph. Having handled it in the metal, I have never seen a dial with this hue and dynamics. It can appear golden brown, grey, or black, depending on the lighting of the environment you are in and the angle you are looking at the dial. In terms of spec to cement the value and appeal of the offering, the bracelet includes an on-the-fly micro-adjust clasp, its case has vintage-adjacent compact and slender dimensions at 37mm in diameter, 11.1mm thick (excl. its highly domed sapphire crystal), and 46mm lug-to-lug, and inside you have a 63-hour handwound Sellita chronograph movement. Zach’s pick – Lorca Model No.2 Chronograph Golden Grey. Price: US$2,750

Weiss

Weiss Watch Company was founded by its namesake Cameron Weiss (no relation to our Jamie Weiss), a WOSTEP-certified and Swiss-trained American watchmaker who would hone his craft for ten years with venerated brands such as Vacheron Constantin and Audemars Piguet before launching his own brand in San Francisco in 2013. Known for “adventure watches”, a go-to model is Weiss’ 38mm Automatic Standard Issue Field Watch with Date.

My particular favourite that is currently available in Weiss’ online shop is the Latte variant, with a creamy dial aesthetic that even has a perfectly colour-matched date window. The stainless steel case comfortably clocks in at 38mm in diameter, 9.9mm thick (including the sapphire crystal), and 46.2mm lug-to-lug – Goldilocks dimensions for most. Exhibited within is a Soprod-based automatic movement that offers 42 hours of power reserve. Zach’s pick – Weiss 38mm Automatic Standard Issue Field Watch with Date. Price: US$2,850

RGM

You cannot discuss American watchmaking without including RGM – it’s actually a horological felony that carries a seven-year prison sentence. Jokes aside, RGM, the initials of Roland G. Murphy, was founded in 1992 in Lancaster, PA – the original home of Hamilton watchmaking and various other American brands. Lancaster was effectively once the Geneva of the United States. With decades of training under his belt, RGM was founded as one of the few, if any, American watchmakers that truly preserved the art of watchmaking, and used traditional crafts and hand-guided tools.

The watch I am bringing into focus is RGM’s 801 series, named after its in-house 801 movement that is 90% made in the USA and bears a high level of finish and decoration. The 801 can be configured with a wide range of dials, from enamel to guilloché, or even both. The movement can also be modified with a variety of finishes, and even upgrades such as hacking seconds. Zach’s pick – RGM 801-CE, 801-EE, 801-E Models. Price: starting at US$17,950

Devon

I’ll be honest, this is a watch I absolutely adored at the beginning of my journey down the rabbit hole. I would later understand watches like the Tread 1 above were way too big for my 6.5-inch wrist, but it is already enough of a challenge to stand out as an American brand, so I can’t knock it for that. And I have to credit Devon with its distinct and patented system of time belts that indicate the time. This, akin to Urwerk, is the kind of watch either Tony Stark would wear or invent himself. Zach’s pick – Devon Tread 1 E. Price: US$18,450

Keaton P. Myrick

A general rule for these guides is that we update them periodically to include watches you can actually buy now, but we needed to include Keaton P. Myrick in this guide. Myrick creates watches in very limited numbers, due to the fact that they are hand-made and manufactured in Oregon. His latest creation, the 1 in 30 Series, features a 40.5mm stainless steel case, 9.65mm thick and 49.4mm lug-to-lug, it houses a host of traditional watchmaking methods and top-notch finishes and decorations.

Myrick told us back in 2024: “I have been producing this calibre for 12 years now, and along the way I have been making constant refinements. This most recent iteration uses an entirely new case and dial design alongside numerous refinements to the mechanism. I am very proud to say that the mechanism, case, dial, and hands are all designed, prototyped, manufactured, and finished by me in my Oregon workshop. The guilloché on the dial is also developed and executed by me on my rose or straight-line engines.”

As a bit of background, Myrick is a WOSTEP-certified watchmaker who, upon his graduation, spent six years restoring rare and important timepieces while also building the foundation of his own workshop. At present, Myrick produces 10 to 12 watches per year – handmade solely by him to his high standards. Zach’s pick – Keaton Myrick 1 in 30 Series. Price: starting at US$52,500

J.N. Shapiro

Often associated with being the most prestigious American independent watchmaker, J.N. Shapiro has made his name through the mastery of the art of guilloché. Incorporating both traditional decorations, along with patterns developed in-house, J.N. Shapiro has long mesmerised watch geeks with his dials. Recently, the brand entered the mainstream stage when musician Jon Batiste wore a Resurgence on the 2024 Oscars red carpet.

The Resurgence notably features the brand’s first California-made movement. The entire watch is not only American-made, but California-made – manufactured and assembled entirely in Shapiro’s California workshop. An absolutely massive achievement. Zach’s pick – J.N. Shapiro Resurgence. Price: starting at US$79,500 (in stainless steel or zirconium)