Be it accidental, I’m a man bound to the luxury realm. I once credited this to my decade-long career in the art world. In reality, the seeds were planted long before my internship at that posh Boston gallery on glittering Newbury Street. When I was a boy, my Rolex-obsessed father gifted me an Explorer II. My mother’s graduation present was a Jeff Koons print (the piece itself was neither of our tastes, but she said it was a good “mini investment”).
In addition to quality, luxury goods offer heritage, stories, and style. Still, from a life embroiled in finery, I’ve learned that those qualities are not mutually exclusive to affordability—especially when it comes to watches. Look at Casio and Timex. These important watchmakers serve up real icons, in addition to a community of enthusiasts you get to join.
So, without further ado, I’d like to present you with 15 sub-100 timepieces that I truly adore.
Photo by Casio
Casio A158WA
To me, the A158WA is the ultimate Casio. I love popping into the MOMA Design Store to admire this watch in its rightful place, curated among other legends of design, like Tom Dixon teapots and Yayoi Kusama pumpkins. It’s a sleek manifestation of ‘80s and ‘90s electronics designs, the blue and red reminiscent of Helix boomboxes, NES controllers, and vintage Sony VCRs. While the upgraded A168 definitely has a superior backlight, the A158’s H-link bracelet and non-concealed lugs are more dynamic. Plus, it’s thinner and sits more elegantly on the wrist.
Photo by Timex
Timex Standard 40m
The Standard is as robust as the signature Timex tick. It flaunts a bold lollipop second hand, a hearty yet dignified onion crown, and Seamaster-like big arrow hands, which look downright nuclear with the brand’s legendary Indiglo backlight. It’s a sophisticated composition that optimizes Timex’s tentpole functions. Standard? More like standard-bearer.
Photo by Citizen
Citizen BF0580-06E
When I think of Citizen, I think of watchmaking chops and good, honest design. The BF0580-06E encapsulates those tenets. Style-wise, this 39-millimeter all-rounder can do everything an Oyster Perpetual can. It’s sporty, but classy enough to wear with a suit. The crown guards are a touch industrial, but given that Citizen is known for reliable workhorses, it gives it a brand-specific distinction.
Photo by Skagen
Skagen Holst SKW6086
This watch is pure class and overflows with personality. Perhaps it’s because the designs are inspired by harmony in nature, but Skagen does a remarkable job of making any dial look minimal. On paper, separating the day and the date into two subeyes would seem unstreamlined. On the Holst, it’s taut and clean, while the silky charcoal dial and antiquey gold applications add an almost fanciful aesthetic.
Photo by Casio
Casio CA53W Data Bank
What looks cooler than bending your arm to check the time instead of using your phone? Using your calculator watch, again over your phone, to work out the tip at a restaurant. The calculator watch represents the cool-ification of formerly uncool things (think nerdiness and dad culture). The CA53W is the quintessential model, also worn by Marty McFly, patron saint of the cool nerd.
Freestyle Shark
For me, this is a standout due to the combination of genuinely solid specs with the entertaining online discourse. The Shark is cheap, with color palettes similar to ’80s Super Soakers; a perfect children’s starter watch. Furthermore, it’s as water resistant as a high-end diver, with hydro pushers that can be operated when fully submerged. Who says purpose-driven tools can’t be fun? Reddit and forum commentary include “atrocious colors, irresistible nostalgia” and “this watch can be interpreted in two ways at board meetings—power move or power move.”
Photo by Casio
Casio F91W-1
The F91W-1 is the Submariner of low-cost digital timepieces. Considered “the most sold watch in the world” after a 3 million–unit production in 2011, the F91W-1 symbolizes the brand’s deep understanding of creating an affordable icon. While luxury mechanicals rely on scarcity, consumer electronics rely on prevalence. In fact, despite its accessibility, there are quite a bit of counterfeits out there—just don’t think any of these fakes boast the F91W-1’s famed battery life. There’s an elephant in the room, though: The F91W-1 was basically standard issue for al-Qaida, meaning this renowned timepiece passed through the wrists of saints and sinners.
Photo by Timex
Timex Easy Reader
As its name suggests, the Timex Easy Reader’s crisp ‘80s design is the epitome of legible dials. All it does is keep time, and it keeps time well. This is likely why it’s on the Mount Rushmore of affordable quartz models. It’s emblematic of the heart and soul of watches and a great everyday option that keeps you from falling into rabbit-hole scroll sessions.
Photo by Victorinox
Vintage Victorinox Renegade
Is there a brand more synonymous with EDC than Victorinox? I once saw a vintage Renegade at one of the more luxurious second-hand shops on the Upper East Side. As someone who never leaves the house without my Swiss Army Knife, I couldn’t resist taking it home. Hilariously (and tellingly), when I went to get the battery replaced, my watch servicer struggled for over an hour to get this mini fortress open. No matter how old your Victorinox gets, you know it’s built to last.
Photo by Bertucci
Bertucci A-1S Field Watch
If you don’t want to deal with the potential hassle of finding a suitable vintage piece, I recommend the Bertucci A-1S. The brand has a heads-down laser focus on function over form, so this military-grade timepiece can take some real abuse. That said, the A-1S is stylish in its own right, as the large lugs and asymmetrical crown have become a signature silhouette.
Photo by Casio
Casio G-Shock GA2100-1A1
When you hear the name G-Shock, you likely think of some approximation of the GA2100-1A1. It’s come to represent the brand’s modern design language. From the repurposed Batmobile look to the Casioak silhouette, it’s no wonder the commanding GA2100-1A1 has been known to convert G-Shock naysayers. I’d also like to spotlight the ladies’ GMAP2100BB, which is similar but thinner and more minimal—and perfectly unisex.
Photo by Swatch
Swatch Clearly Gent
From a design perspective, the Swatch Clearly Gent is cool and fun, with pops of color tempered by the always-pleasing combination of shiny metal and matte plastic. And by plastic, of course, I mean Swatch’s bio-sourced materials. From an engineering perspective, the exhibition design is sure to satisfy the horologically curious. Frankly, we need to normalize exhibiting quartz movements. This watch has a lot going on, yet maintains a classy, muted quality.
Photo by Bulova
Vintage Bulova Tank Watches
I’m not big on dress watches, but I have a gold square-case Bulova from the 1940s that I absolutely cherish. Tank watches are mostly associated with Cartier, but Bulova has an inextricable relationship with Art Deco design. Even today, the brand is headquartered in the very Deco Empire State Building. There’s just something about owning an old square-shaped Bulova that makes you feel like you have a piece of design history, watch history, and American history.
Photo by Vostok
Vostok 710059
The self-winding Vostok 710059 is a spec-forward timepiece with a lot of character. I’m also a sucker for illustrative artwork on watch faces. We’re all so obsessed with appliques that it seems that craft has been lost, and this watch wouldn’t be nearly as charming if the diver on the dial were applied instead of printed. Bill Murray famously wore Vostok in The Life Aquatic, and there’s certainly something Wes Anderson–esque about this model’s unique shape and vivid tones.
Photo by Casio
Casio MTP-M305M
If the F91W-1 represents Casio’s success and the A158WA their retro-cool factor, the MTP-M305M epitomizes Casio’s undeniable charm. The moon phase adds a touch of romance to the analog dial. Still, it’s a grounded romance. The overall visuals give you the same feelings you might get from listening to records or playing an old pixelated video game.
