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. 

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.  

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.”

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 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.

“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 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.

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.

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.

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.”