1. Massena LAB x Vianney Halter Old Soul

In a stunning homage to the past, Massena LAB partnered with independent watchmaker Vianney Halter to unveil the Old Soul this August. This timepiece boasts a mesmerizing retrofuturistic design, a vintage Minerva movement, and a 42 mm stainless steel case. The intricate steampunk dial, featuring three registers marked with charming old-time railroad tracks, showcases the hours, minutes, and seconds. Limited to just 47 pieces, this luxurious creation is priced at CHF 37,000 (around $46,000).

2. Parmigiani Toric Petite Secondes

Parmigiani is making waves with two new variations of its Toric Petite Secondes, just a year after its initial unveiling. Both 40.6 mm watches maintain a luxurious aesthetic that echoes the quiet opulence trend. Featuring new colors and high-end materials like platinum and 18-karat rose gold, these models are powered by Calibre PF780 and retail for CHF 54,000 (about $67,200) and CHF 47,000 (around $58,500), respectively.

3. Vacheron Constantin Overseas Perpetual Calendar Ultra-Thin

August saw Vacheron Constantin expand its Overseas Perpetual Calendar Ultra-Thin lineup with two new stunning options. The sporty 41.5 mm models—one in pink gold and the other in white gold with a striking burgundy dial—offer unmatched elegance. Complete with 18-karat gold bracelets and rubber straps, each version carries a price tag of $120,000.

4. Jacob & Co. Bugatti Tourbillon Baguette

Jacob & Co. once again collaborated with Bugatti to release the dazzling Bugatti Tourbillon Baguette. With a jaw-dropping 17 carats of baguette-cut diamonds adorning the 52 mm white-gold case, this timepiece screams luxury. Limited to just 18 pieces, each comes with a spectacular price tag available upon request.

5. Zenith Chronomaster Sport Meteorite

Zenith threw its hat into the meteorite game this August with the Chronomaster Sport Meteorite. Featuring a striking meteorite dial, this watch is housed in a 41 mm stainless steel case and priced at CHF 16,900 (about $21,000). With its eye-catching design, it’s a late but worthwhile entry into the world of meteorite dials.

6. Roger Dubuis Excalibur Spider Flyback Chronograph

As if crafted for motorsport enthusiasts, Roger Dubuis launched the Excalibur Spider Flyback Chronograph just in time for Monterey Car Week. This 45 mm pink gold skeletonized beauty is equipped with patented movement technology, resembling the intricate mechanics of a supercar and priced at $135,000. Only 88 of these exclusive pieces will be made.

7. H. Moser & Cie. x Azuki Pioneer Tourbillons

August also welcomed a unique collaboration between H. Moser & Cie. and the anime brand Azuki. Featuring themed designs inspired by elemental domains—Fire, Earth, Water, and Lightning—this collection includes limited editions of Pioneer Tourbillons and Centre Seconds. Prices range from $25,000 to $75,000 for these 24-piece editions.

8. Panerai Submersible Marinas

Panerai deepened its ties with the Italian Navy by unveiling the Submersible Marina Militare and Submersible Marina CarbotechTM. Both 44 mm watches sport matte green dials and high-tech materials, reflecting designs inspired by aviation gear. Prices for these rugged watches are $12,500 and $19,500, respectively.

9. Jacob & Co. Epic X Chrono Tri-Compax Brown

Jacob & Co. introduced the brown Epic X Chrono Tri-Compax, showcasing an exquisite blend of luxury and complexity with a self-winding chronograph movement. Encased in rich brown ceramic accented with rose gold, this striking watch promises a hefty price tag, likely in the five-figure range.

10. Breitling NFL Team Watches

In a major power move, Breitling launched its first NFL team watch collections this August. Offered in limited editions of the Chronomat Automatic GMT and Endurance Pro, prices start at $4,400, featuring vibrant team colors and logos. With 32 teams represented, football fans have a unique way to show team pride.