Watch Shopping With No Price Ceiling: Billionaire Gift Guide

I want to be upfront, so I’ll start by stating that I am not currently a billionaire. That said, I still feel qualified to compose this guide, and I’ll be sharing my credentials shortly in what resembles a short origin story, before proceeding to the actual guide, which addresses staff, family, and other fortunate beneficiaries. Here I’ll offer an eclectic mix of expensive watch choices suitable for various professions and lifestyles.

A Long Introduction, or, My Origin Story

When my wife and I got engaged, her parents expressed an interest in buying me the customary gift of a fine timepiece. You could say they’re rather well-off, and while I’ve actually had a thing for watches since an early age, it was only then, when faced with the prospect – the task, really – of choosing a significant watch with a relatively large budget, that I truly fell down the rabbit hole of becoming a watch aficionado.

It took me nearly a year to pick a watch. I wanted to make the most informed and educated decision I could come to. Beyond the matter of discovering my own personal tastes, preferences, and priorities, I wanted to understand why some watches cost more than others, in what sense they are objectively better, and what are the subjective impressions that different watches make. At the time, I felt it important that the watch I chose come across as respectable yet relatively modest.

As I dug deeper down the rabbit hole, I realized just how deep it went. It’s not that there’s no limit to what you can spend on watches, it’s that the limit really is up there. For instance, the most expensive watch sold publicly in 2019 was a piece unique Patek Philippe Grandmaster Chime, and it went for $31 million. While I actually wouldn’t include this specific watch in my money-no-object, ultimate watch collection – the cost of my dream collection would nonetheless reach nine figures in USD.

So, with all due respect to my wife’s family, wealthy though they may be, my horological ambitions have proven to be sufficiently megalomanic to bring financial ruin to us all. I now know that a responsible acquisition of all the watches I wish for would require me to be an actual billionaire in my own right. Now, granted, I’m merely a humble high-school history teacher. But my alter-ego is a man of great means, and between the two of us, we’ve compiled an awesome wish list of great gifts for the loved ones and associates of those who have everything.

And just in case you were wondering, the timepiece I ended up choosing as our wedding date loomed nearer, was a Baume & Mercier, one of the oldest Swiss brands in existence. Granted, the firm’s greatest accomplishment has been staying in business since 1830 without upsetting anybody, but they are respectable. Indeed, I once heard them dubbed “marriage watches,” although this was referring to the fact that you marry the watch, in the sense that once you buy it you part with 70% of its resale value.

For the Help

People of a certain echelon usually have other people working for them, and it is good practice to keep those underlings happy. Generally, consider most of these as recommendations for one-time tokens of appreciation to be endowed after a year or two of faithful service, as opposed to annual bonuses or an award at the end of one’s career.

For Your Chauffeur: TAG Heuer Monaco or VC 1921

If he’s a young man, you get him a Tag Heuer Monaco Split-Seconds Chronograph. Its price tag of around $150,000 is a sure sign that brand is trying to move upscale. Undoubtedly, the Steve McQueen connection will fly over his head, but he’ll likely think the watch looks cool and will have fun timing your drives.

If he’s an older gentleman, you make it a Vacheron Constantin Historiques American 1921.

For the Security Team: Breitlings

Breitling watches all around are the natural choice for your security detail. And you should insist on the Breitling Emergency model for the bodyguard closest to you, just in case.

You can also feel free to mix and match in an odd Panerai if you have a large detail–perhaps unit-specific models if you prefer to hire veterans.

For Your Personal Assistant: Ulysse Nardin Sonata

For your assistant, you’re going to want to invest in a Ulysse Nardin Sonata with GMT and cathedral alarm functionality. This is, to begin with, because your PA is often visible to others and a reflection of yourself, but their prevalence in your life and the functions they serve mean that you can also enjoy the pleasing sound quality of their mechanical alarm and the convenience of a second time zone display, even on days you yourself choose to don a Dufour Duality or a Patek Philippe 1518.

For Your Private Chef: Planet Ocean Chrono

A “Deep Black” Omega Seamaster Planet Ocean Chronograph in full ceramic is perfect for an esteemed chef. Chefs are often watch lovers, and this is a great GADA watch that’ll allow them to time your boiled eggs and still withstand the hardships of the kitchen and the deepest of sinks.

Unlike most chronographs, which are not designed for underwater use due to the risk of water infiltration through the pushers, the Planet Ocean 600M Chrono features specially designed waterproof pushers. These pushers do not require screwing down to maintain water resistance, allowing the chronograph to be operated even while submerged.

For the Pilots: Dual Time Patek Philippes

I mean, naturally, you have one pilot for your jet and one for your chopper, right? And you don’t want to skimp on them, considering what’s at stake. I’d suggest a Patek Dual Time Flyback Chronograph 5924G for the guy in the helicopter and that you get the other a Dual Time Alarm 5520, because, after all, his is bigger.

For the Family

It is wise to consider how you display affection towards family members, as watch collecting is an infectious disease and you will soon notice them enviously eyeing your own wristwear.

For Your Eldest or Favorite Child: Patek Philippe

Pateks all the way, of course. Assuming this is your heir apparent, there’s no use in settling for anything less than the top luxury watch brand. I actually deem it most appropriate to start him off with the hype stainless steel sports models and gradually move him, via a 5226G Calatrava, for instance, to the finer things.

Try saving grand complications and pieces you’ve owned and worn yourself for significant milestones and for such a time that he understands the ingenious slogan about never really owning a Patek.

For Your Less-Favorite Offspring: Audemars Piguet

If you do play favorites, then you get number two into Audemars Piguet. You all can always claim that they’re every bit as good as Patek, and coming up with reasons why they are Patek’s equal might just prove to be a bonding experience for you both. Of course you could get him an AP Royal Oak, but if that’s too “obvious” of a choice, you can consider the increasingly popular Code 11.59 lineup.

And if it’s important to you for him to have a watch that is a perpetual-chrono-repeating-tourbillon, you can gift him the Audemars Piguet RD#4 Code 11.59 Universelle Ultra-Complication (with a fair market value somewhere around $3 million). Patek doesn’t make such a watch.

For the Other Children: F.P. Journe

If you do love all your kids equally, they can all, of course, share in the Patek fountain of plenty. You might also genuinely feel that AP gives up nothing to the Genevan firm. In this case, all is for the better, but I would also suggest F.P. Journe as a brand that offers immense potential as an alternative to a tradition confined to Patek Philippe.

The brand officially announced that there will be no more F.P. Journe limited editions, but all of their watches are inherently limited by extremely low output (about 1,000 mechanical watches per year). Journe is now undoubtedly established as one of the most expensive watch brands in the world.

For Your Siblings: Greubel Forsey

I would suggest splurging somewhat and getting your siblings Greubel Forsey watches. Yes, something by Max Büsser or Romain Gauthier might be equally appealing, but thinking about decades of sibling rivalry makes me want to recommend pulling the trigger on the big guns. If you’re unsure of which Greubel Forsey is right for them, you can peruse our Greubel Forsey Collector’s Guide.

For Your Nieces & Nephews: Rolex

For nieces and nephews, don’t overthink it: stick to Rolex, and you’ll just be fine. Perhaps a Rolex Daytona in platinum for your favorite and move down from there.

The best thing is Rolexes come in all sizes so the young ones can play too. And feel free to peruse our women’s Rolex guide for tasteful ladies’ options.

For the Black Sheep: Hublot

Just kidding. Sort of. Hublot takes a lot of heat in the watch world, but for a self-assured individual who is a bit “different,” a Classic Fusion Aerofusion Moonphase is a fine choice.

If you haven’t seen a Hublot in person before, it might surprise you.

For Your Spouse: High Jewellery Serpenti

For a mysterious wonder such as her, only the Bvlgari Serpenti Misteriosi High Jewellery Secret watch will do. At least for now. There is also something quite fitting, suggestive really, about it having a manual wind movement.

The term “secret watch” refers to the fact that the actual watch can be hidden from view, in this case inside the snake’s movable jaw. Bulgari invented the tubogas bracelet over 75 years ago, and to this day, nobody does flexible wrap-around gold bracelets better.

For Your Paramour: LV Fiery Heart

I’m just keeping it real here. You likely have one of these tucked away at some Pied-à-terre, and you’re gonna need something for her as well. Luckily, Louis Vuitton has you covered with the Tambour Fiery Heart Automata.

It may not be the most subtle watch, to say the least, but then again, that’s probably not what you were going for with this $400,000 gift. LV has really been stepping up their watch game in recent years, as you can tell from the 2025 Louis Vuitton watch releases.

For Your Spouse, After She Discovers Your Paramour: Piaget Aura

If this happens, it is time to pull out all the stops. You need to get her the Piaget Aura High Jewellery watch from 2024. Yes, it’s expensive (over $1.8 million at list price), but likely not nearly as expensive as the settlement you’re facing. Show her that you realize how much you underappreciated her by buying her one of the most underappreciated luxury watch brands on the market. Piaget’s gem-setting is second to none.

The Miscellaneous

Let’s not forget those other people who, in some setting or another, are fortunate enough to be graced by our presence (and the additional horological benefits we might bestow unto them). 

For Business Associates: Lange Chronos

For a business associate, go with A Lange & Sohne, widely regarded as the preeminent German watchmaker. The Datograph should make for a fine default as it demonstrates your appreciation for fine details and precision in your dealings.

Philippe Dufour is often regarded as the greatest watchmaker in the world, and he thinks the Datograph is possibly the greatest chronograph in the world, which says a lot.

Choose a “Handwerkskunst” model if friendship is involved, a Rattrapante Perpetual Calendar for long-lasting relationships, and the Tourbograph Perpetual when it comes to multi-billion dollar mergers.

For an Influential Teacher: Breguet

On occasion, you’ll want to express your appreciation towards a specific educator or mentor, be it your own or a tutor of your offspring. You could do much worse than getting them a Breguet Classique, although some in the education system, even some professors, might feel uncomfortable at the cost of such a timepiece. I recommend a white gold version for maximum discretion.

$27,900 is the MSRP of a Breguet 5177 with a Grand Feu enamel dial, but there are numerous tasteful Classique models available secondhand around the $10,000 price point.

For something even further under the radar, up the ante and get something from an independent unknown to most. Kari Voutilainen, Lang & Heyne, Felipe Pikullick, and Qin Gan (amongst others) can all offer something deceptively agreeable that doesn’t broadcast their true value. Their packaging should also prove much more understated than the presentation box mansions in which many of the major brands house their precious creations. Should the lucky teacher discover the cost, you can always claim to be as surprised as they are.

For an Exceptional Service Provider: Urwerk or Zenith

This can be anyone from a physician, a carpenter, a lawyer, or even a handyman – as with the aforementioned teacher, the sentiment here is demonstrating your appreciation, but without the required discretion surrounding the cost of the gift. So you can go the artisanal route again and get something from an independent watchmaker (most apropos if the service provider is himself a craftsman), and in which case, I would suggest throwing Urwerk into the mix. A tasteful Urwerk UR-100 or UR-100V model should get the job done for $50,000 or so.

If that’s too avant-garde, I’d consider a Zenith El Primero, be it a Defy Extreme Double Tourbillon or something more modest. In any case, a Zenith will be a fine expression of appreciation.

For Baksheesh: Some Guidelines

You may not be familiar with the term, but you’re certainly familiar with the concept. Although you could say it simply means bribing someone, the subtleties of a proper Baksheesh make it more like a form of schmoozing on steroids. As mainland China found out several years ago, watches make for the most perfect gifts in this regard.

And benevolent billionaire that you are, surely no pesky bureaucratic legislature will prevent you from bringing joy to your well-wishers. As a guideline, if you don’t have excellent intel regarding the wants of the watch beneficiary, go for as broad an appeal as possible (think Cartier Santos, Rolex Submariner, or anything from AP and Patek).

An (Almost) Final Thought

For this list, I’ve taken as a given that everyone recognizes:

1. Their own intrinsic need, and deep desire, for a fine timepiece.
2. That our quality judgments ought to supersede their own.

However, one thing I’ve learned from my in-laws is that there is an art to gift-giving. There is no use in giving a gift if you make the recipient uncomfortable. Likewise, don’t annoy people with gifts they don’t need, don’t want, or won’t like. It’s always best to inquire in advance and find out what they’ll appreciate and enjoy most.

Actual Billionaire Watch Spotting

Contrary to the impression I possibly made, not every billionaire makes for interesting watch-spotting material. Bill Gates seems to stick to Casio (great watches, even if his choices are as bland as the rest of his style), Steve Jobs “famously” wore a simple Seiko, and, I also find it noteworthy that I don’t recall ever having seen the Big Kahuna, Elon Musk, wearing a watch. That said, let’s look at some other billionaires.

The United States President and the first (and “poorest”) billionaire we’ll properly address, Donald Trump, has actually launched his own watch brand recently, but that’s an entirely different story. In addition to Donald Trump’s Rolex watches, he has a remarkably classic and relatively well-mannered watch collection, composed mostly of gold dress watches from the likes of Vacheron Constantin, and Patek Philippe.

A direct opposite of the former is Mark Zuckerberg. This latecomer has dived into the deep end of haute horology and even though slightly tardy, he has done so in spectacular fashion. His acquisitions include but are not limited to, Patek’s In-line Perpetual 5326P, a De Bethune Starry Varius DB25, and more than one formidable F.P. Journe model.

Bernard Arnault of LVMH takes first prize for the watch my alter ego would most want to buy off a person’s wrist. He has a piece unique Patek Philippe Nautilus Perpetual Calendar with a custom Tiffany dial made just for him. So, yeah, if I could, I’d like to offer him something in the range of $50M and see if that means anything to an individual worth 12 figures.

And we’ll finish with what I find, arguably, the coolest actual billionaire’s timepiece. In my humble opinion, this has to be the Clock of the Long Now, designed to keep time for 10,000 years. Jeff Bezos’s Long Now Foundation is currently funding the first full-size prototype of the ultra-complex clock, although the original idea dates back to 1989 and three miniaturized prototypes have been made so far. Okay, so, it’s not a wristwatch, but when the internet says you’ve spent $42 million on a mechanical timepiece, I guess it’s fine to check your iPhone for the time now and again.