For me perhaps the ultimate factor in buying a watch is the design, what it looks like. If it catches the heart with its aesthetics, then other factors such as mvt. make and importantly cost come into play.
some designs have lasted well whilst others have have had their 15minutes of glory and gone.
this is my top 10 of iconic design....not necessarily watches I like , but those which have withstood the test of time..
at 10.

The Patek, Calatrava
In production since 1932, the classic coin watch, exemplary Bauhaus design, form following function. Simple , elegant and in many ways the watch that helped save PP from bankruptcy in the 1930's following the Sterns take over. Still a classic today, and the aspiration of many. The base camp in the Mt.PP !
9.
The GMT master, its tricky with Rolex, because you could argue they are all variation of the Oyster case. This is true, and perhaps the classic Ovetto should have its place here, as it still exists as say the modern Airking. But for me, what Rolex did with their specialist tool watch, was to use the Oyster to fulfill its true potential. The GMT master is recognisable today back to its ancestor the 6542. It was the first watch to tell the time simultaneously in two different places. It is even today the real world tool watch, afterall we can all use a GMT watch for travel or even just making long distance calls at the right time. The GMT function is probably more relevant today than ever.
8.

Cartier Santos
Cartier, perhaps inventor of the wristwatch. The Santos, unchanged in over 100 years (except size!), revered even today as a design classic.
Instantly recognisable, those bezel screws have been imitated by many.
7.

Another Cartier, one of the most recognised design ever, modelled on a Tank, watch of Hollywood, presidents and an aspiration for many. It is one of the true grand designs of watchmaking, perhaps the most imitated watch in the world. Doesn;t every other brand have a copy of the Tank??
6.

Panerai Luminor
I could have said a vintage Panerai, but the true civilian Panerai was the 5218. The strong, bold design was intimidating for its time but has grown to become an instantly recognisable icon, in such a short period of time. It may be easy to forget its less than 20 years ago these model were launched. Today the OP Luminor is probably one of the most desired watch on the market, with special editions sold long before they come anywhere near the shop. T-dials have become the darlings of collectors, and prices are rising.
5.

the Navitimer, the pilots choice. A remarkable design, even when Breitling went bust in the 1980's, the navitimer rights were sold and the watch continued in prodution..remarkable. Breitling is the Navi, and even today, its a favorite of watch enthusiats the world over. A true classic another imitated by many but rivalled by none. The 24 hours version, the cosmonaut even made it into space!
4.

JLC Reverso
Thanks to the demands of Polo players we were given another iconic watch, the flip over Reverso. There is nothing I can say about this design classic that has not already been said. Ironically, it was an Italian retailer who nudged JLC into reintroducing the Reverso, and I'm sure we are all grateful he did! In a way, the Reverso should not be here because of the break in production, but I am sure you will agree to leave it out would be criminal.
Another Rolex, but who can deny the quintisential dive watch a place in the list. Its design was the inspiration for a plethora of dive watches that followed. And it earned its keep on the wrists of Comex divers and special forces. A true classic.
2.

AP Royal Oak
The first luxury watch in steel. Novel design, unique bezel, integrated bracelet. You can tell an "Oak" from a mile away. The essence of class, and for me just misses on being the no.1
No.1 well..... could it be anything else?

Its been on space, its been on the moon. Its been to the north pole. the design is over 50 years old, and even today it is the quintisential chronograph. It helped save astronauts on the ill fated Apollo 13 mission, and is quite possibly the most reconisable icon in the world of horology.
So there is my top 10, watches that just missed out:
the Monaco, Carrera and my fav. the Nautilus. And of course IWC's pilot watch, if only 11 could go into 10, perhaps I should have started at 0.




whats your top 10?
Best
Imran 