These are the watch brands most popular with Silicon Valley's tech elite
- Insider asked style experts about the most popular watch brands worn by technology titans.
- The experts say a watch has become more than a status symbol — it's a tool for personal branding.
Since the pandemic, those in the know say people in the tech industry are fixating more on watches than ever before.
"Much more of a statement — nobody leaves home without one!" Victoria Hitchcock, a fashion lifestylist and personal brander in Silicon Valley, told Insider by email.
Unlike professionals in finance who have long seen the value of "a statement," those in tech industry have been characterized — and even mocked — for their fixation on utility and simplicity. (Think: the old tech bro uniform of jeans and a hoodie.)
But now, some tech titans are moving toward fashion statements of their own. And that sometimes involves a watch.
"Technology professionals often opt for subtle, yet statement-making, timepieces that exude innovation and sustainability," Paul Altieri, CEO and founder of online watch resale marketplace Bob's Watches, told Insider by email.
And while those values may always be a core component of the Silicon Valley aesthetic, more people are donning luxury brands like Rolex and Patek Philippe for their cachet, some industry watchers say. Old favorites like Omega and Casio, which initially gained favor with tech execs like Jeff Bezos and Bill Gates for their functionality, are seeing a comeback, too.
Watches, it seems, have become yet another tool of personal branding. With that in mind, here's a closer look at the watches trending in Silicon Valley right now:
Demand for Rolex watches surged throughout the pandemic as people began seeing their investment potential.
While prices for Rolex watches have recently dropped to near two-year lows on the secondary markets, they still remain popular for their design.
Hitchcock told Insider that she has observed more women gravitating toward the brand of of late, often sporting the Rolex Lady Datejust model.
Patek Philippe watches remain popular with tech professionals for their understated take on luxury, Altieri told Insider.
In general, Altieri describes a "Patek Philippe enthusiast" as the kind of person who digs into the finer details of watchmaking.
"They're all about craftsmanship, complex features, and exclusivity," he added, not to mention having a pretty high budget for a timepiece.
The Patek Philippe Nautilus Chronograph, a go-to for the tech crowd, can be upward of $100,000.
Hitchcock said the luxury Italian brand Panerai is one of her "all-time" favorites.
Because Panerai produces just a fraction of the timepieces that a brand like Rolex does every year they're not likely to be spotted on everyone, Hitchcock explained.
"Part of the allure is recognizing its small group of in the know fans," she wrote by email. "Those that know it definitely discuss it amongst each other in social settings and business."
Cartier makes watches for the new collector and seasoned enthusiasts with pieces ranging from under $3,000 to more than $1 million on the secondary market.
Jack Dorsey has been seen wearing a rare rose gold skeleton Cartier Crash.
Yet people in Silicon Valley who wear the French brand opt for simpler watch models. Hitchcock said the Panthère de Cartier Quartz is another favorite with women in tech.
Casio is considered an old favorite among Silicon Valley's heavy hitters.
Casio is a Japanese electronic manufacturing company that was founded in 1946. Microsoft founder Bill Gates is often seen sporting a Casio Duro, a model that retails for around $70.
While Casio watches may be the cheapest watch on the list, Hitchcock believes the piece still makes a statement about its wearer.
"They are the same people who are buying the old-school kind of daddy sneakers or grandpa sneaker buyers," she said, adding that there's a nostalgia factor to the brand.
Omega has an extensive nearly 200-year history of being worn by those in the engineering and science industry.
Omega has been making Swiss luxury watches since 1848. The 1970 Apollo 13 mission relied on the capabilities of the Omega Speedmaster watch to help the crew return safely to and from Earth.
In 2021, Jeff Bezos wore an Omega Speedmaster on his own expedition into space. Omega Speedmaster watches have been used multiple time on trips to space.
Elon Musk has also been seen wearing an Omega watch. His model of choice appears to be the Seamaster Aqua Terra, which retails at a similar price point, according to GQ.
Oracle chief technology officer Larry Ellison has been photographed wearing his Richard Mille RM 0029.
The Swiss luxury brand Richard Mille is known for creating watches that can cost up to $2 million, and it's a favorite of athletes and musicians. Yet the brand also remains popular with the tech crowd for its understated approach to luxury.
Meanwhile, Altieri said watches in general are being used more and more for personal branding.
"Across sectors, professionals select watches that broadcast their identity and aspirations. Watches remain profound personal statements regardless of whether one is developing software or sealing a game-changing deal," he said.
The Apple Watch performs beyond the functions of a typical analog watch as an extension of one's iPhone.
Apple debuted its Apple Watch in 2015, and it quickly gained popularity among those looking for wearable technology. The Apple Watch models range from a few hundred dollars to more than a thousand on the company's official site.
While most of Silicon Valley sports understated gray or black smart watch faces — including 23andMe's Anne Wojcicki — some women gravitate toward yellow or rose gold accents for the face, Hitchcock said.
Timex watches are known for their affordability and dependability, and most models are priced under $500.
In its nearly 170-year history, Timex watches have been worn by celebrities and US presidents alike. Hitchcock said the no-frills functional timepiece is also a staple in the tech industry.
"I believe that a time a good time piece, even if it's a Timex or Casio, does say something about someone," Hitchcock told Insider by email. "It should have function, it should be streamlined and customized to that person's personal brand and personality."
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