In the 20th century, luxury watch brands like Rolex, Cartier, and Audemars Piguet began creating watches with high price tags to cater to the wealthy elite. These watches often featured precious metals like gold and platinum, as well as diamonds and other gemstones. One of the most iconic and expensive watches of all time is the Rolex Daytona, which was first introduced in 1963 as a racing chronograph. The watch has since become a coveted collector's item, with vintage models selling for millions of dollars at auction. In recent years, luxury watch brands have continued to push the boundaries of price, with watches like the Vacheron Constantin Tour de l'Ile and the Jaeger-LeCoultre Hybris Mechanica Grande Sonnerie commanding prices in the millions of dollars.
