In a November 2023 opinion roundup, five Time+Tide contributors each chose a favourite watch-brand logo: Parmigiani Fleurier, Enicar, Breitling, Omega and Eterna. There was no scoring system or single overall winner; the picks reflect different tastes, from restrained dial design to personal memories and engineering history.
Five contributors, five different reasons
The selections below are individual preferences, not an objective ranking. Time+Tide’s article was published on 8 November 2023, so its descriptions and historical details should be read as the team’s account at that time.
| Contributor | Pick | What appealed to them |
|---|---|---|
| Zach | Parmigiani Fleurier | A discreet applied emblem that can identify the maker without spelling out its name on the dial. |
| Borna | Enicar | The Saturn imagery, particularly the combination of the planetary outline and wordmark. |
| D.C. | Breitling | The Twin-Jet mark on later Navitimers, with its Jet Age look and association with tool watches. |
| Buffy | Omega | A clear, recognizable symbol with a personal connection to a family Seamaster. |
| Jamie | Eterna | The five-ball-bearing emblem, which connects the logo to the brand’s automatic-movement history. |
Why each logo made the list
Zach: Parmigiani Fleurier’s PF emblem
Zach favours the applied PF emblem found on Tonda PF watches. Its appeal is partly what it leaves out: rather than spelling out “Parmigiani Fleurier” on the dial, the emblem can signal the maker while keeping the display visually spare. Zach writes, “What this logo does, which is seldom seen in terms of dial branding, is the omission of the brand name.” He had also considered the Rolex coronet and Vacheron Constantin Maltese cross.
Borna: Enicar’s Saturn mark
Borna’s choice is Enicar’s Saturn imagery, especially the earlier combination mark that pairs the planetary outline with the name. Time+Tide describes a progression from an earlier script wordmark to the combined name-and-planet treatment, followed later by separation of the wordmark and Saturn symbol. The changing treatments give the logo a sense of history as well as a distinctive celestial motif.
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Time+Tide also says Enicar was declared insolvent in 1987 and that its naming rights were sold to distributor Wah Ming Hong Ltd in 1988. Those dates and the account of the brand’s history are reported in the 2023 article, rather than independently verified here.
D.C.: Breitling’s Twin-Jet
D.C. chooses the Twin-Jet mark associated with later Navitimers. Its twin aircraft forms evoke the Jet Age, while their use on the Navitimer connects the logo to the watch’s aviation and tool-watch identity. Time+Tide also notes that Navitimers have appeared with earlier script branding and other modern marks; D.C.’s preference is specifically for the Twin-Jet design.
Buffy: Omega’s symbol
Buffy’s pick is Omega’s symbol, appreciated for its legibility and tied to a family memory: a great-grandfather’s 1958 Seamaster. In the 2023 article, Buffy says that the watch had been serviced and was running at +4 seconds per day at the time. That is a report about one family watch in one condition, not a controlled test or a general performance claim about Seamaster watches.
Jamie: Eterna’s five-ball-bearing emblem
Jamie likes Eterna’s emblem of five ball bearings, a logo with a direct technical association. Time+Tide traces it to the Eterna-Matic automatic movement, assigning its development to 1948 and saying the five bearings became the company emblem. The article also gives 1856 as Eterna’s founding year and says the wristwatch and ebauche businesses split in 1932, with the latter becoming ETA. These corporate and historical details are the account reported by Time+Tide in 2023.
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Jamie’s preference is personal as well as historical: the article notes family associations with Eterna. The emblem therefore works both as a reference to movement engineering and as a reminder of the brand’s place in Jamie’s life.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.What the choices say about watch logos
The five picks show how varied the appeal of a watch logo can be. Zach values a clean dial and the restraint of an emblem; Borna is drawn to playful historical imagery; D.C. responds to aviation design and tool-watch character; Buffy connects a recognizable symbol to family memory; and Jamie sees a technical story in a compact mark.
Rank #4
That variety is the point of the roundup: the contributors do not apply a shared test or declare one logo best. Their choices are personal reactions to design, brand identity and memory. The article names watches including Parmigiani Fleurier Tonda PF, Enicar Sherpa, Breitling Navitimer and Cosmonaute, and Omega Seamaster models, but it is not a buying guide and does not establish that any particular vintage watch is currently for sale.
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