Seaside Route Journal

WORDS: Ocean Road Editorial Staff PHOTOGRAPHY Supplied

My grandfather’s Omega sits in my watch box. It’s not the most expensive thing in there. But it’s the one I’d grab if the house was on fire. He gave it to me years ago, right before he passed. Still runs. Still gets compliments. Still makes me think of him every time I put it on.

That’s what got me into watches, honestly. Not the hype. Not the investment nonsense people talk about. Just the feeling of wearing something that means something.

I’ve been collecting properly for about ten years now. Made some smart buys. Made some mistakes. Spent too much on things I don’t wear. Sold a few I wish I’d kept. And along the way, I’ve watched the Australian watch scene grow into something that actually feels like our own.

2026 is interesting. Some brands are hotter than ever. Some are having a quiet moment. And Australian collectors—well, we’ve developed our own taste. Here’s what people are actually wearing and collecting around the country right now.

1. Rolex

Look, you can’t have this conversation without talking about Rolex. It’s the brand everyone knows, even people who don’t care about watches.

But what I’ve noticed lately is that Australian collectors aren’t just chasing the flashy stuff anymore. Sure, the Submariner is still a classic. The Daytona is still impossible to get. But I’m seeing more people go for the understated ones—the Explorer, the Oyster Perpetual in those fun colours, the Air-King.

A mate of mine waited two years for a steel Sub. Got the call, drove straight to the boutique, couldn’t wipe the smile off his face. That’s the Rolex effect. It’s not just a watch. It’s an event.

2. Omega

Omega has been quietly winning people over for years now. And honestly, I think they make some of the best value luxury watches out there.

The Speedmaster is iconic. Everyone knows the Moonwatch story. But the Seamaster line is where I think Omega really shines. The 300m Professional—the one Bond wore—is a genuine everyday watch that you can actually wear without worrying about it.

I’ve got a buddy who wears his Planet Ocean doing everything. Swimming, hiking, working in the shed. It’s got scratches, dings, the whole thing. And it still looks incredible. That’s what a tool watch should be.

3. Grand Seiko

This is the brand that watch nerds get excited about. And once you understand why, you get it too.

Grand Seiko finishing is ridiculous for the price. I mean genuinely world-class. The way the light plays off those dials—especially the Snowflake with that textured surface—you can stare at it for ages.

What I love about Grand Seiko collectors in Australia is that they’re not doing it for anyone else. Most people won’t notice what you’re wearing. But you know. And that’s kind of the point.

4. TAG Heuer

TAG has always had a strong following here. I think it’s the motorsport connection. Australians love racing, and TAG has that history.

The Carrera is the one most people go for. Clean, classic, comfortable. But the Monaco is the cult favourite. Square case, Steve McQueen, all of that. It’s not for everyone. But for the people who love it, they really love it.

I’ve noticed younger collectors getting into TAG lately too. The brand has done a good job of staying relevant without trying too hard.

5. Cartier

This one surprised me. Five years ago, Cartier was seen as more of a women’s brand. Not anymore.

The Santos is having a real moment. It’s got history—one of the first wristwatches ever made for aviation. The Tank is timeless. And the newer models have a presence that works just as well with a suit as it does with jeans.

A mate of mine—big guy, drives a LandCruiser, works with his hands—bought a Santos last year. I asked him why. He said he tried it on and just liked how it felt. Can’t argue with that.

6. Tudor

Tudor is Rolex’s sister brand, but they’ve really become their own thing over the past decade.

The Black Bay Fifty-Eight is probably the most popular. It’s got vintage vibes, modern build quality, and it wears beautifully on pretty much any wrist. The Pelagos is the serious diver if you want something tougher.

What I hear from Tudor owners is that they appreciate not having to play the waiting list games. You can actually walk in and buy one. And the quality is genuinely impressive for what you pay.

7. IWC

IWC has a dedicated following. It’s not the biggest brand, but the people who love it tend to stick with it.

The Pilot’s watches are the main draw. The Big Pilot is huge—literally—but somehow it works. The Mark series is more understated. Both have this no-nonsense design that feels purposeful.

I’ve noticed IWC collectors tend to be people who actually use their watches. Pilots, engineers, architects. People who appreciate good design and solid construction.

8. Breitling

Breitling had a rough patch for a while. Too big, too blingy, trying too hard. But they’ve turned things around nicely.

The new Navitimer is excellent. The Superocean has been redesigned and looks great. And they’ve brought back some of their heritage models that actually have character.

What I like about Breitling now is that they’ve stopped trying to be something they’re not. They’re bold, they’re colourful, they’re not for everyone. And that’s fine.

9. Longines

If you want value for money, Longines is hard to beat.

They’ve got serious heritage—some of the most important watches ever made were Longines. And lately they’ve been releasing pieces that punch way above their price point. The Spirit Zulu Time is a genuine GMT watch with a flying hour hand, beautifully finished. The Heritage Classics are simple, elegant, timeless.

A friend of mine bought a Legend Diver a few years back. Paid under four grand. Every time I see it I think, that’s a lot of watch for the money.

10. Casio

I know. Casio. But hear me out.

Every serious collector I know has a G-Shock. Not because they can’t afford something fancier. Because sometimes you just want something you don’t have to think about.

Going surfing? G-Shock. Camping? G-Shock. Doing DIY on the weekend? G-Shock. It’s tough, it works, and if something happens to it, you’re not crying over a broken luxury watch.

The high-end MR-G models are something else too. Titanium cases, impeccable finishing, genuine craftsmanship. But you can still get a basic square G-Shock for a couple hundred bucks and it’ll probably outlast you.

What I’m Seeing in 2026

Australian collectors have gotten more confident. We’re not just following what’s popular in America or Europe anymore. We’re buying what we actually like.

I see more Grand Seiko on wrists. More Tudor. More people buying watches because they enjoy wearing them, not because they’re trying to impress anyone.

And the market has changed too. There are more options locally. More shops that actually know what they’re talking about. Places like luxury watches australia over at WatchCraze have built a solid reputation for curating good pieces across a range of brands. If you’re looking to add something to your collection, it’s worth having a look.

At the end of the day, watches are personal. The best watch in the world is the one you actually want to wear. Whether that’s a vintage Omega from your grandfather or a shiny new Rolex you saved up years for—if it means something to you, that’s what matters.