01

GENEVA, SWITZERLAND · EST. 1839 · INDEPENDENT

파텍 필립 Patek Philippe

시계 세계의 에르메스, 파텍 필립. 단 하나의 시계 브랜드만 남아야 한다면, 그것은 파텍 필립이다. Founded in Geneva in 1839 by Antoni Patek and Adrien Philippe, the house has remained independently owned through nearly two centuries of watchmaking history — refusing acquisition by the major luxury conglomerates — and produces only around 65,000 watches per year by design. Its famous advertising slogan — “You never actually own a Patek Philippe. You merely look after it for the next generation” — is not marketing copy. It is a precise statement of the brand’s philosophy and the reality of its market: certain Patek references have sold at auction for tens of millions of dollars. The Calatrava (1932) defines the dress watch. The Nautilus (1976), designed by Gérald Genta with its integrated bracelet and porthole-inspired octagonal bezel, is the most coveted sports watch of the modern era, trading at multiples of its retail price on the secondary market. The Aquanaut, the Annual Calendar, the Perpetual Calendar — each represents a definitive statement in its category. The movements inside are among the most precisely finished and most technically sophisticated in the industry. 파텍 필립을 소유한다는 것은 단순한 구매가 아니다 — 그것은 시간의 관리자가 되는 것이다.

알아두면 Know this: The Nautilus 5711 (discontinued 2021) trades at 3–5× retail. The Calatrava ref. 5196 is the most accessible entry to the house’s core identity. Building an AD relationship is essential for allocated references.

02

GENEVA, SWITZERLAND · EST. 1905 · INDEPENDENT

롤렉스 Rolex

세계에서 가장 유명한 시계 브랜드, 롤렉스. No watch brand is more universally recognised or more reliably coveted than Rolex. Founded in Geneva in 1905 by Hans Wilsdorf, it pioneered the waterproof wristwatch (the Oyster, 1926), the self-winding movement (the Perpetual, 1931), and the first watch to display two time zones simultaneously (the GMT-Master, 1955). The brand’s genius has always been the same: take a technical innovation, build it to the highest standard, put it in a design so well-proportioned it becomes invisible over time, and repeat for a century. The Submariner is the world’s most copied watch design. The Daytona — rejected by retailers in the 1960s for its racing-specific features, now trading at extraordinary premiums on the secondary market — is one of the greatest turnaround stories in luxury goods. The GMT-Master II “Pepsi” and “Batman”, the Explorer, the Day-Date in Everose gold — each reference has accumulated its own mythology. As a private foundation, Rolex publishes no revenues but is estimated to generate over CHF 10 billion annually. 롤렉스 서브마리너는 지구상에서 가장 많이 복제된 디자인이다 — 그것이 진짜라는 증거다.

알아두면 Know this: Most sport references require waitlist at authorised dealers. The Oyster Perpetual is the purest, most accessible expression of Rolex’s design philosophy. All Rolex hold value exceptionally well — key references appreciate significantly.

03

LE BRASSUS, SWITZERLAND · EST. 1875 · RICHEMONT GROUP

오데마 피게 Audemars Piguet

로얄 오크는 시계 역사를 두 시대로 나눈다 — 그 이전과 그 이후로. Audemars Piguet occupies a singular position in the watch world: the house that, with a single watch in 1972, invented the luxury sports watch category and changed the direction of the entire industry. The Royal Oak — designed by Gérald Genta in a single night on a napkin, its octagonal bezel inspired by a diver’s helmet, its integrated stainless steel bracelet a radical departure from the gold dress watches that dominated fine watchmaking — was priced at launch above gold watches despite being steel, which was considered an act of commercial madness. It became one of the most successful watches in history. Founded in 1875 in Le Brassus by Jules-Louis Audemars and Edward-Auguste Piguet — two young watchmakers who have given their surnames to one of the few truly independent fine watch manufactures — the company remains family-controlled and produces only around 50,000 pieces per year. The Royal Oak Offshore, introduced in 1993, amplified the original design into something more aggressive and became a cultural phenomenon of its own. The CODE 11.59 represents the house’s 21st-century design ambition. AP’s complications — perpetual calendars, minute repeaters, grand sonneries — are among the most technically accomplished in the industry. 로얄 오크 없이는 노틸러스도, AP 워치도, 현대 럭셔리 스포츠워치도 없었다.

알아두면 Know this: The Royal Oak ref. 15202 (Jumbo/Extra-Thin) in steel is the most sought-after and trades significantly above retail. The Royal Oak Offshore offers more availability. AP recently opened their own AP House boutiques — relationships built there are most direct.

04

PLAN-LES-OUATES, SWITZERLAND · EST. 1791 · RICHEMONT GROUP

바쉐론 콘스탄틴 Vacheron Constantin

세계에서 가장 오래된 연속 운영 시계 브랜드, 바쉐론 콘스탄틴. Vacheron Constantin holds a distinction that no other watch brand can claim: it is the world’s oldest continuously operating watchmaker, having produced timepieces without interruption since 1755. Every year for 270 years, craftspeople in Geneva have made watches under this name — through revolutions, world wars, and the complete transformation of timekeeping technology. That continuity is not nostalgia; it is the foundation of a technical and aesthetic standard that runs through every piece the house produces. The Overseas — VC’s sports watch, refined to a quieter elegance than the Royal Oak or Nautilus — is one of the most beautifully finished watches in the luxury sports category. The Traditionnelle line represents the dress watch at its most refined. The Patrimony Ultra-Thin, at 7.6mm, is one of the slimmest complicated watches ever made. And the Métiers d’Art collection — watches whose dials incorporate enamelling, engraving, gem-setting, and other decorative arts at the very highest level — represents horological craft as pure art form. 270년의 역사가 손목 위에 살아 숨쉰다.

알아두면 Know this: Vacheron is the most undervalued of the Holy Trinity on the secondary market — which makes it one of the most intelligent purchases for those who prioritise craft over hype. The Overseas sports watch offers the best combination of versatility and prestige at its price point.

05

LE BRASSUS, SWITZERLAND · EST. 1833 · SWATCH GROUP

브레게 Breguet

아브라함-루이 브레게는 시계 역사상 가장 위대한 천재다. Abraham-Louis Breguet is the most important figure in the history of watchmaking — an inventor, scientist, and craftsman whose innovations define the mechanical watch to this day. Born in Neuchâtel in 1747, he invented the tourbillon (the rotating cage that counteracts gravity’s effect on a watch’s accuracy), the self-winding mechanism, the shock protection system, the gong spring for repeater watches, and the characteristic “Breguet hands” and guilloché dial finishing that are instantly recognisable on the brand’s watches 200 years later. His clients included Marie Antoinette, Napoleon Bonaparte, and virtually every royal court in Europe. The most complex watch ever commissioned — the Marie Antoinette, ordered in 1783 and not completed until 1827, 34 years after her death — is in the L.A. Mayer Museum in Jerusalem. Modern Breguet continues to honour this legacy with exceptional complications and the most historically grounded aesthetic in fine watchmaking. The Classique collection distils 250 years of expertise into objects of extraordinary refinement. 브레게 없이는 현대 시계학도 없다 — 그는 우리가 알고 있는 시계를 발명했다.

알아두면 Know this: Breguet offers exceptional value relative to its technical and historical significance. The Classique 5177 is the purest expression of the house’s 250-year aesthetic. For tourbillon ownership, Breguet offers more accessibility than Patek or AP.

06

GLASHÜTTE, GERMANY · EST. 1845 · RICHEMONT GROUP

A. 랑에 앤 죄네 A. Lange & Söhne

독일 시계 공학의 정점, 랑에. In the world of fine watchmaking, the debate between Swiss and German craft is an old one — and A. Lange & Söhne is the definitive argument for the German side. Founded in Glashütte, Saxony in 1845 by Adolf Lange, nationalised and effectively erased under East German communism, then spectacularly reborn in 1990 — the first watch presented four years after German reunification, to international astonishment at its technical and aesthetic accomplishment. The Lange 1 — with its asymmetric dial, outsize date display, and movement finished to a standard that the industry had not seen in decades — immediately established the relaunched house as one of the world’s great watchmakers. The Zeitwerk, with its digital jumping hours and minutes displayed through apertures, is the most radical rethinking of time display in modern watchmaking. The movement finishing — three-quarter plate in German silver, hand-engraved balance cock, blued screws, polished bevels on every component — represents the highest standard of watchmaking decoration in the world. 랑에의 무브먼트를 현미경으로 보면 예술 작품을 보는 것과 같다.

알아두면 Know this: Lange is the connoisseur’s choice — less recognised publicly than Patek or Rolex, but considered by many experts to offer the finest movement finishing in the world. The Saxonia Thin is the most elegant and accessible entry to the house.

07

GENEVA, SWITZERLAND · EST. 1755 · RICHEMONT GROUP

까르띠에 Cartier

까르띠에는 시계이자 보석이자 역사다 — 왕들의 보석상. Cartier occupies a unique position at the intersection of fine jewellery and fine watchmaking — a house that has dressed royalty and aristocracy since Louis-François Cartier founded it in Paris in 1847, and that has produced some of the most iconic watch designs in history. The Santos — created in 1904 for Brazilian aviator Alberto Santos-Dumont who needed to read the time while flying — is the world’s first purpose-designed wristwatch for men. The Tank (1917), inspired by the caterpillar tracks of World War I tanks, has been worn by Andy Warhol, Princess Diana, and Jackie Kennedy, and remains the most recognisable rectangular watch in the world. The Ballon Bleu, introduced in 2007, became one of the fastest-selling watches of the modern era. The Panthère, the Ronde de Cartier, the Clé de Cartier — each expresses Cartier’s characteristic combination of jewellery sensuosity and watchmaking discipline. Cartier watches are as much fashion objects as horological ones, which is either their greatest strength or their most debated characteristic depending on who you ask. 탱크 워치를 차는 것은 시간을 재는 것이 아니라 역사를 입는 것이다.

알아두면 Know this: The Tank Must in steel with quartz movement is the most accessible and arguably most stylish entry to the Cartier watch world. For mechanical movements, the Santos de Cartier is the standout. Cartier watches are exceptionally versatile — equally at home formal or casual.

08

SCHAFFHAUSEN, SWITZERLAND · EST. 1868 · INDEPENDENT

IWC 샤프하우젠 IWC Schaffhausen

IWC는 파일럿 워치의 성경이다. IWC Schaffhausen stands apart from the Geneva and Vallée de Joux tradition — founded in 1868 in Schaffhausen on the Rhine by American engineer Florentine Ariosto Jones, who wanted to combine American manufacturing efficiency with Swiss craft. The result was a house with an unmistakably different aesthetic to its Swiss peers: larger, more technically expressive, and with a devotion to legibility and functional design that has produced some of the most beloved pilot and diver watches in history. The Big Pilot — with its enormous 46mm case, massive crown, and dial so legible it could be read in a cockpit at altitude — is the definitive pilot’s watch. The Portugieser, originally designed for Portuguese clients who wanted a watch with marine-chronometer accuracy, is one of the most handsome large dress watches ever made. The Portofino offers a quieter, more classical expression. The Aquatimer completes a diverse collection united by engineering rigour and masculine elegance. 빅 파일럿의 크라운을 보는 순간 당신은 즉시 그것이 무엇을 위해 만들어졌는지 안다.

알아두면 Know this: IWC offers excellent value relative to its pedigree and craft. The Portofino Automatic is the most accessible entry — a beautiful, restrained dress watch. The Portugieser Chronograph is widely considered one of the best-value chronographs in fine watchmaking.

09

LE LOCLE, SWITZERLAND · EST. 1860 · LVMH GROUP

태그 호이어 TAG Heuer

태그 호이어는 스포츠, 속도, 그리고 정밀함의 동의어다. TAG Heuer is the entry point to fine Swiss watchmaking for much of the world — and there is nothing diminishing about that description. Founded in 1860 by Edouard Heuer in Le Locle, the brand has been synonymous with precision sports timing for over 160 years: official timer of the Formula 1 World Championship for decades, the watch of choice for Steve McQueen in Le Mans, and the source of some of the most technically audacious chronograph developments in watchmaking history. The Carrera — named after the Carrera Panamericana road race — is the definitive sports chronograph: clean, purposeful, and with a dial that communicates function as pure design. The Monaco, with its square case and blue dial (the watch McQueen wore), is one of the most iconic designs in the history of the wrist. The Aquaracer and Link complete a sports portfolio of genuine breadth. TAG Heuer’s recent in-house movement development, including the Isograph carbon composite hairspring, represents genuine technical innovation. 스티브 맥퀸이 르망에서 찬 그 시계 — 그것이 태그 호이어 모나코다.

알아두면 Know this: TAG Heuer offers the best entry point to genuine Swiss watchmaking tradition. The Carrera Calibre Heuer 02 with in-house movement delivers exceptional value. The Monaco is a genuine icon — its square case, blue dial, and McQueen association make it one of the most recognisable watches in the world.

10

BIEL/BIENNE, SWITZERLAND · EST. 1832 · SWATCH GROUP

오메가 Omega

달 위에서 살아남은 시계, 우주에서도 작동하는 시계, 제임스 본드의 손목에 있는 시계 — 오메가다. Omega’s biography reads like an adventure novel: official timekeeper of the Olympic Games since 1932, the watch worn by NASA astronauts on every crewed Moon mission (the Speedmaster passed NASA’s rigorous testing for space qualification in 1965 after every competitor failed), the timepiece of James Bond since 1995, and the watch that has sold more than any other Swiss brand for much of the past century. Founded in 1848 by Louis Brandt in La Chaux-de-Fonds, it built its early reputation on precision — winning observatory accuracy competitions and establishing quality standards that shaped the Swiss industry. The Speedmaster Professional “Moonwatch” — manually wound, with its hesalite crystal, black dial, and tachymetre bezel unchanged in essentials since 1957 — is the most historically significant watch ever made for active service. The Seamaster, worn by Bond since GoldenEye, is the definitive dive watch for those who want history alongside technical performance. The Constellation and De Ville complete a range that spans every occasion. 닐 암스트롱이 달 위에 첫 발을 내딛을 때 차고 있던 시계가 오메가 스피드마스터다.

알아두면 Know this: The Speedmaster Professional Moonwatch (ref. 310.30.42.50.01.001) is the single most historically significant watch available at retail and represents outstanding value. The Seamaster Aqua Terra with Co-Axial movement offers exceptional daily-wear performance and prestige.