While logos aren't found on every watch dial, certain symbols play a crucial role in watch brand identity. Here, we reveal the stories behind the logos of 10 sought-after watch brands.
Longines
The oldest registered trademark in the world is the logo of Longines. While it was registered in 1889, the logo itself appeared as early as 1867 and has been used almost continuously ever since. Though its design has been adapted over years, the logo always depicts a winged hourglass. The hourglass symoblizes the tradition of telling time, while the wings represent movement and progress.
Breitling
Another brand with a winged logo is Breitling. The logo originally featured two wings and an anchor; however since 2017, the main logo has shrunk to just an ornate B above the word "Breitling" and the year 1884. The wings are still used on the dial of the current Navitimer. The original logo was intended to symbolize the versatility of Breitling watches on land, at sea, and in the air.
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Ulysse Nardin
Speaking of anchors, Ulysse Nardin's logo also features one – and has done so since the company was founded in 1846. The brand was known in the 19th century for producing first-class marine chronometers.
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Rolex
Today, Rolex is considered the most coveted luxury watch brand in the world. This vision must have been shared by Rolex's founder Hans Wilsdorf when he chose a five-pointed crown as its logo in 1931. He registered it as a trademark that same year and adopted the motto: "A crown for every achievement." It was intended to highlight the many innovations that Rolex had already produced since its founding in 1905.
See also: 8 Facts You Didn't Know About Rolex
Tudor
In 1926, Hans Wilsdorf founded the Tudor watch brand to establish it as a high-quality, yet more affordable alternative to Rolex. The name was taken from the the House of Tudor, which ruled England from 1485 to 1603, and included such illustrious rulers as King Henry VIII and his daughter Queen Elizabeth I. In 1936, the initial logo was replaced by the Tudor rose on a shield, but since 1969, the Tudor logo has been simply the shield.
Patek Philippe
A historical origin can also be found in the Patek Philippe logo. The exclusive brand, which produced the most expensive wristwatch in auction history, has used the Calatrava Cross as its logo since 1887. The Order of Calatrava was a Spanish order of knights founded in the 12th century to fight in the battles of the Reconquista. The order was finally dissolved in 1838 – one year before the founding of Patek Philippe. Patek Philippe's Calatrava watch collection, which was introduced in 1932, is still in production today.
See also: Patek Philippe: A Timely Investment
Vacheron-Constantin
Founded in 1755, Vacheron-Constantin also chose the symbol of an ancient chivalric order as its logo. In 1880, the shape of a clockwork component, reminiscent of the well-known Maltese cross, prompted the company to use it as its logo. The cross, whose form had already been used as a decorative element in antiquity, was originally the symbol of the former Order of St. John, from which the Order of Malta and the present-day Order of St. John originated. Its use as the Vacheron-Constantin logo is just one of many other applications of the eight-pointed cross.
Certina
Certina is among the most prestigious brands in the field of high-quality sports watches. The DS ("Double Security") system has protected its functionality since 1959. The name Certina, derived from the Latin word certus (meaning "certain"), indicates that durability and protection from water damage is paramount for the brand. To emphasize this, a logo was chosen in the 1960s that perfectly reflects this: the tortoise with its resilient shell. On the watch dials, this is represented in its abstract form as two open circles.
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Montblanc
Today, Montblanc is primarily known for its exclusive fountain pens and was founded as a pen manufacturer in 1906. In the 1970s, when the mass production of plastic pens reduced sales of fountain pens, Montblanc began to expand its product range, and wristwatches were added in 1997. At first glance, the brand's logo looks like a star with six rounded points. In fact, it depicts the summit of Mont Blanc, the French alpine mountain after which the brand is named.
See also: Montblanc Watches: Elegance, Prestige and Craftsmanship
Omega
The best is saved for last – at least that's what Omega wants to express with its name and logo. While the company was founded in 1848, the word "Omega" first appears in the history of the company in 1894, when a new type of watch caliber was given this name. Louis Brandt & Fils, as the company was then called, wanted to emphasize the quality of the new product, since omega (Ω) is the last letter of the Greek alphabet and refers to the ultimate limit. In 1903, the company was finally renamed Omega Watch Co.
See also: Omega: A Cultural Icon
