Ultra-wealthy American consumers rate IWC is the number one watch brand, followed closely by Vacheron Constantin, and Patek Philippe, according to a Luxury’s Institute watch survey.

“The timepieces made by IWC are secrets shared by only a very few in the world; their workmanship and quality is unquestioned, their craftsmen are artisans of time itself,” according to respondents to the 2007 Luxury Brand Status Index survey of Luxury Watches. “Quite simply, it is the ultimate in a watch, not garish or gaudy. Only you and a select few will really know it costs more than a pair of Mercedes.”

Brands rated, in alphabetical order, were: Audemars Piguet, Baume & Mercier, Blancpain, Boucheron, Breguet, Breitling, Bulgari, Cartier, Chopard, Dior, Dunhill, Ebel, Franck Muller, Girard-Perregaux, Harry Winston, Hermes, IWC, Jaeger-LeCoultre, Longines, Louis Vuitton, Montblanc, Movado, Omega, Patek Philippe, Piaget, Rado, Rolex, Tag Heuer, Tiffany, Vacheron Constantin, and Van Cleef & Arpels.

“This year’s survey includes a new brand referral metric, as well as a next brand purchase intent metric, that helps to understand the strength of each brand,” said Milton Pedraza, CEO of the Luxury Institute. “Consumer comments on each brand deliver a richness of insight that is highly valued.”

The Luxury Brand Status Index is a nationally representative sample of ultra-wealthy American consumers who were surveyed online. Respondents needed a minimum household income of $200,000 and a minimum household net worth of $5 million to qualify.

JCK