When it comes to accessories that can instantly elevate an outfit, watches are a category I return to time (no pun intended) and again. And lately, I've been looking for the best affordable watch brands for women.
There are plenty of perks to working in fashion. For me, the first is that I have an excuse (and often a reason) to spend hours scrolling through new-in sections of our favourite brands in the name of "research." The second is that I get a front-row seat to watch trends evolve, not just on the runways, but also in real life. And the third, which is perhaps the most enjoyable of all, is discovering the small styling details that make someone look impossibly put-together. I think this always comes back to accessories. Handbags and shoes often get the most attention, but I'd argue there are few pieces as enduring—or as conversation-starting—as a really good watch.
Unlike other accessory trends that come and go, watches have remained. Traditionally, they were viewed through a more practical lens, and for much of the 20th century, the world of watchmaking was dominated by men. Collectors would often wax lyrical about mechanical movements, Swiss craftsmanship and the allure of heritage brands like Rolex or Patek Philippe.
But as women's wardrobes and the way we use fashion to express ourselves have evolved, so too has our relationship with timepieces. I'd go as far as to say that women now lead the conversation when it comes to watches as accessories. They're not just about telling the time anymore—they're a huge signaller of personal style.
Of course, this doesn't mean you have to invest in Cartier's Panthère or a Rolex Oyster Perpetual to be part of this world; some of the most complimented affordable watches for women I've seen in fashion circles haven't come with five-figure price tags. Friends of mine love their vintage finds discovered in tucked-away shops abroad, whilst others lean into high-street brands that have expanded into jewellery and watches with surprising finesse.
And if, like me, you remember the frenzy around Daniel Wellington back in the 2010s, you'll know how a simple design can take off overnight. The reason? The brand's watches looked far more expensive than they actually were: slim leather straps, minimalist dials, and were styled in ways that showed they worked just as easily with an office look as it did with jeans and a T-shirt.
That's the beauty of affordable watch brands for women today. They offer the polish of a designer accessory without the financial sting, and in some cases, they even nod to runway trends. Think of oversized faces that echo the masculine tailoring we've seen at Saint Laurent, delicate bracelet straps reminiscent of the chains at Chloé, or playful colour combinations that feel straight out of Miu Miu’s Y2K-inspired mood board. "What makes a truly great watch stand out," says Elizabeth von der Goltz, former jewellery and watch buyer at Farfetch and Browns, “is not only the craftsmanship but also an identifiable aesthetic that feels unique yet timeless.” That balance between design and accessibility is exactly what makes today's affordable brands so appealing.
And if you're shopping on a budget, Von der Goltz advises looking closely at materials and feel. "The weight in your hand, the smoothness of the strap, and details like stainless steel or sapphire crystal over plastic all signal a watch that will last," she tells me. It's thoughtful cues like these that elevate a purchase and ensure you're not just buying something seasonal but something you'll want to wear for years.
Below, I've rounded up five brands that prove affordability doesn't have to mean compromising on style. From Olivia Burton's whimsical details to Tissot's Swiss-made classics, these are the names I (and many fashion editors I know) happily recommend.
Shop My Favourite Chic, Affordable Watches for Women:
1. Abbott Lyon
Style Notes: Abbott Lyon is relatively new compared to the other brands on this list, but it has quickly become a favourite thanks to its customisable designs. The brand leans into the personalisation trend; you can add initials, choose interchangeable straps and even match your watch to other accessories like bracelets. The aesthetic is clean and modern, often with subtle detailing that makes the pieces feel special. Prices generally fall between £100 and £200.
Shop the Watches:
This looks far more expensive than it is and also doubles as a piece of jewellery. I'd wear it with chunky rings on the same hand.
The brown watch reminds me of vintage styles, but with a more contemporary finish.
The larger face size taps into the current trend for bolder proportions. It would look especially good styled with an oversized blazer with the sleeves rolled up.
Adding initials makes this feel like a thoughtful gift. I know several friends who've bought these for birthdays.
2. Tissot
Style Notes: Tissot is one of Switzerland's oldest watchmakers (established in 1853), and whilst it's firmly rooted in heritage, its accessible pricing makes it stand out. The brand is known for creating reliable, Swiss-made quartz and mechanical watches that often start from around £200. What I like most about Tissot is that its designs range from sportier chronographs to slim, dressier models, making it a go-to, whether you want something for everyday wear or more occasion-worthy.
Shop the Watches:
The square dial and leather strap feels very '90s-inspired, and I'm a fan.
A versatile, classic style that's been in the line-up for years. It's the kind of design you'll never tire of.
This stainless-steel piece is sporty yet refined. I'd wear it with tailoring to play up the mix of sharp and relaxed.
The ultra-slim leather strap is what stood out to me. Tissot is known for its metal watches, but I have a soft spot for the leather pieces.
3. Olivia Burton
Style Notes: London-based Olivia Burton has a knack for creating "feminine", trend-led timepieces without tipping into novelty. The brand rose to prominence with its floral dials, which felt like an antidote to the overtly minimal watches that were everywhere a decade ago. Since then, it has expanded into more refined styles, often taking inspiration from jewellery design. Think chain-link straps, rose-gold finishes and classic Roman numeral faces. The pieces sit mostly under the £150 mark, making them an easy entry point into watch collecting.
Shop the Watches:
Smart but with just enough personality. I'd style it with a classic shirt and wide-leg trousers.
I own a similar design and can confirm that the oversized face makes any outfit look considered, even when I'm just in jeans and a knit.
Two-tone watches are a great way to add different metals to your wrist stack without going overboard.
Forest-green shades always feel elevated. I'd wear this layered with a few thin gold bangles for a more jewellery-first approach.
4. Daniel Wellington
Style Notes: No list of affordable watch brands for women would feel complete without Daniel Wellington. The Swedish brand's clean aesthetic was everywhere in the mid-2010s, and whilst the craze has cooled slightly, its pieces still deliver on quality and style. What keeps it relevant today is how versatile the designs are; you can swap out straps, mix metal with leather or opt for newer mesh finishes. Starting from around £100, it's a brand that still holds weight in the fashion community.
Shop the Watches:
A nod to the original Daniel Wellington moment. It's thick, minimal and still looks just as good today.
I can definitely see a woman who favours Toteme, The Row and Savette wearing this watch on her wrist.
This design leans slightly more statement. I love how the chunky strap contrasts with the pared-back face.
The rectangular dial makes this one feel a touch vintage-inspired.
5. Swatch
Style Notes: Swatch has always been playful. Founded in the 1980s, the Swiss brand made watch collecting fun, with bright colours and bold graphics. What's interesting now is how it has reinvented itself for a new generation; collaborations with brands like Omega and artists from around the world have put Swatch back on the radar. Prices often start under £100, and the lightweight, durable materials make them perfect for everyday wear.
Shop the Watches:
Again, forest-green seems to be everywhere this season.
The bracelet watch design feels timely, and the pastel colours are sure to provide a dopamine hit every time you look at your wrist.
I'd style this with a simple T-shirt and denim for a casual, slightly updated finish.
A lovely, bright collector's item for lovers of stripes.
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