12 of the best watches under $10,000, for when you’re ready to add a real heavy-hitter to the collection

Borna Bošnjak

Continuing our buying guide, we bring you the best watches from our latest NOW Magazine Issue 10 Buying Guide under US$10,000. While some of these may be more aspirational pieces considering the higher price, make sure to check out our other guides suiting all budgets, with under $500, under $1,000 and under $5,000 guides, or the under US$50,000 guide if you’re a high-roller.

Tudor Black Bay Ceramic Blue

We were all excited to see Danny Ric and Yuki Tsunoda strap new, blue-dialled Tudors to their wrists at the start of the 2024 F1 season. While one of their careers didn’t quite pan out and the watch would take a few months before Tudor officially released it, it was worth the wait, with its matte blue dial and stealthy black ceramic case that still make it a reasonable value. Price: US$5,150

Omega Seamaster Aqua Terra 38mm

Omega’s most compelling daily driver just got even better. The Aqua Terra’s impressive specs are now fronted by a delectable black lacquer dial that will look at home in pretty much any scenario, whether your suit be of the wet or three-piece variety. Moreover, the butterfly clasp now features toolless micro-adjust that combines the best of both worlds, and with the METAS-certified Co-Axial movement, makes for a segment-leading overall package. Price: US$6,600

Cartier Tank Louis Cartier Mini

2024 was a year of wildly different watch trends, and one of them was that of the mini watch, no doubt spearheaded by the itty bitty wrist committee. And what better way to show of your earnest appreciation for small watches than with the most decadent of them all, a solid gold Cartier Tank, with all its signatures such as a mini sapphire cabochon and mini blued steel sword hands. Price: US$7,000

Grand Seiko Elegance Collection SBGY035 Karasawa

The Karasawa is like the Omiwatari’s fiery twin, referencing the crimson sunsets over the Hotaka mountains, the area where Grand Seiko Spring Drive watches are made. As the collection name suggests, the Elegance case eschews facets, opting for sweeping curves to make it a compelling dress watch. Flip over the slim case, and you’ll be greeted by the Spring Drive movement that glides the sunburst orange seconds across the dial. Price: US$8,500

Jaeger-LeCoultre Reverso Tribute Monoface

With an old-school silver dial, the new Reverso Tribute Monoface mid-size is what fans have been waiting for. In a time when watches are getting smaller once again, and there’s increased appreciation in referencing particular design periods, this Art Deco number fits right in. Having a Reverso so close in size to the original in a time where unisex sizing is what it’s all about is music to collectors’ ears. Price: US$8,900

And a few more from previous NOW Magazine issues, because why not?

Tudor Black Bay Chrono Pink

Pink dials are hardly anything new these days, but they’re certainly new to Tudor chronographs. Though it may not exactly align with fans’ expectations for a decidedly sporty piece, we can’t argue that this is a really cool watch, and many agree, given how difficult getting one seems to be. But when your cover stars are David Beckham, Jay Chou, and Leo Messi in his pink Inter Miami kit, it’s not all that surprising. Price: US$5,650

Horage Supersede Date

The Horage Supersede is the brand’s latest and greatest luxury sports watch creation, presenting as a handsome and remarkably thin piece powered by Horage’s impressive K2 micro-rotor movement, a great offering at this price. It’s a simpler and more water activity-focused piece that forgoes a GMT complication in pursuit of a fresh look, with another strength coming from the brand’s market-leading transparency about just how Swiss their products really are. Price: CHF 5,490 (~US$6,300)

TAG Heuer Carrera Chronograph Glassbox Panda

It wouldn’t be an unfounded opinion to say that vintage reissues have become stale after a decade of non-stop re-releases. Sure, vintage watches are fantastic, but new watches with vintage looks? Debatably even better. So when TAG Heuer released the Glassbox at last year’s Watches and Wonders, it had a raucous reception. Inspired by the Heuer 7753 SN, the Panda is still modern enough to be considered an original design. Price: US$6,650

Cartier Santos de Cartier Medium

The latest version of the three-handed Santos de Cartier has been a success, so the natural thing for Cartier to do is to experiment with new colourways. This year, the brand put out a lovely chocolatey duo, showing that when a brown dial is done right, it’s just about the most versatile option around. Flowing from black to gold, this one’s got no bad angles. And that’s an objective statement. Price: US$7,050

Zenith Defy Revival Diver A3648

Zenith’s Revival series has seen numerous vintage stunners reintroduced with modern specs, but there has never been a diver, until now. The Revival A3648 closely matches its 1969 predecessor, most noticeably with the bright orange colour scheme, but more importantly, the 37mm case and tetradecagonal bezel return too. This will not be a surprise, as Zenith usually holds true to its past. If it ain’t broke, don’t fix it, right? Price: US$7,700

Omega Speedmaster Moonwatch Professional

A white-dialled Speedmaster is by no means revolutionary, but there’s just something about it that has drawn crowds. The multi-layer lacquered finish is stunning in person, elevating what is arguably the most iconic watch ever made. Consistent upgrades throughout the years such as the upgrade to a Master Chronometer-certified Co-Axial movement have resulted in the Speedy becoming pretty much irresistible, and this white dial is not making it any easier. Price: US$8,100

Grand Seiko Evolution 9 SLGW003

I’ll bend the rules ever so slightly here, as I believe that the Grand Seiko SLGW003 is not only absolutely worth its just-above-US$10,000 price tag, but that it’s also one of the best watches released this year, period. The SLGW003’s new hand-winding movement is exciting for the emotional connection and for knocking off a bit of thickness, as is the use of Brilliant Hard Titanium. Te 38.6mm case size could even pass for a dress watch, but this is just about as good as a dapper daily gets. Price: US$10,700