Fine jewellery and high-end watches are among the most established alternative asset classes, retaining value across generations. New smartwatches however rarely fetch the kind of prices seen in traditional horology, largely because tech can be mass-produced in a way mechanical complications cannot. Still, the lines are beginning to blur. As brands like TAG Heuer, Hublot, and even Apple lean into diamonds, gold, and bespoke editions, a handful of smartwatches have entered serious collector territory. From diamond-set bezels to limited edition sets, these are the most expensive smartwatches ever made.
Tag Heuer Connected Modular Full Diamond – $180,000
Smartwatches are typically designed to be functional and ergonomic, built for daily wear and regular charging. The TAG Heuer Connected Full Diamond, however, takes a very different approach. Created in collaboration with Intel and Google, it reimagines TAG’s Connected platform as a collector-grade showpiece, housed in 18k white gold with 589 baguette-cut diamonds across the bezel, lugs, case, and bracelet. The total carat weight is 23.35.
This $180,000 smartwatch runs on Google’s Wear OS and includes the usual suite of features (fitness tracking, voice control, notifications, and so on), but the value here lies almost entirely in the materials and execution. The watch face can also be detached and swapped with a mechanical TAG Heuer module, shifting between digital and analog as needed.
The Full Diamond was unveiled in 2018 at the Salon International de la Haute Horlogerie (SIHH) and was produced as a one-off. It remains one of the most expensive smartwatches ever made.
Nico Gerard Sunrise Pinnacle – $112,000
The Nico Gerard Sunrise Pinnacle isn’t the most famous smartwatch on the list, but it might be the most perplexing. Released in 2015 by a little-known California-based watchmaker, this eccentric piece features a Swiss-made mechanical chronometer on the top of the wrist with an Apple Watch embedded on the underside. The idea was to offer the best of both worlds – analog craftsmanship with smart connectivity underneath.
At the time, the company’s president, Adam Pluemer, explained that privacy was a key consideration of the design: “If you're at a conference table and you have your hands on the table, you don't want someone reading your text messages.”
The Sunrise Pinnacle came in 18k gold with a vivid red dial and a built-in Apple Series 5. Buyers received both timepieces in a presentation box, complete with sizing tools and a pair of matching cufflinks. It retailed at around $112,000 and was made to order with a 10-month lead time.
In the short history of smartwatches, the Pinnacle stands out as an experimental oddity – more novelty than a smartwatch in its own right.
Brikk Lux Watch Omni – $115,000 to $279,995
Brikk is an LA-based company that specialises in reworking consumer tech into jewellery-grade pieces, including iPhones, AirPods and Apple Watches. Its first foray into smartwatches came in 2015 with the Lux Watch Omni – a diamond-studded Apple Watch available in 18k yellow, rose, or white gold, with a fully pavé case and strap. Though it’s more jewellery than tech, the 42mm Omni carries a price tag of $114,995, with a $10,000 deposit required to order.
In 2018, Brikk returned with a new lineup: the Lux Watch 4, based on the Apple Watch Series 4. Like the original, the collection is divided into three tiers – Classic, Deluxe, and Omni – priced from $28,995 up to a staggering $279,995, depending on the materials and diamond count. The Omni is again the most elaborate, featuring up to 30 carats of VVS1-grade diamonds set across the case, digital crown, and bracelet. All models use unmodified Apple hardware, rebuilt externally with precious metals and hand-set stones that require up to 80 hours of labour per watch.
Brikk’s public presence has always been somewhat opaque – there are few verified delivery numbers and little detail around the company’s inner workings. Based on price though, the Lux Watch 4 is likely the most expensive smartwatch of all time.
Garmin MARQ Signature Set – $10,000+
Garmin’s spectacular MARQ range was never designed to compete with fashion-forward smartwatches – it was built for durability and performance. The MARQ Signature Set, released as a limited-edition collector’s box, brought together five of the brand’s most advanced models: Athlete, Adventurer, Aviator, Captain, and Driver. Each piece is tailored to a specific lifestyle, with features like multi-band GPS, TopoActive mapping, real-time stamina tracking, and flight or race-specific metrics, depending on the model.
The set was released in a limited run of just 100 pieces in 2019, priced at $10,000. Each watch was housed in Grade-5 titanium with a domed sapphire crystal lens, and presented in a beautiful handcrafted walnut gift box. MARQ watches are still available individually and sit at the upper end of the smartwatch market, retailing at around $3,000.
Hublot Big Bang e UEFA Euro 2020 – $5,800 to $20,000+
With custom editions surpassing $20,000, the Hublot Big Bang e UEFA Euro 2020 ranks among the most valuable smartwatches ever sold. Created specially for the 2020 Euros, this rare timepiece is powered by Wear OS and has bespoke match-day software with live updates, team lineups, and goal alerts in real time. Just 1,000 examples were produced, with prices starting from $5,800 depending on the finish. Custom editions worn by referees, players, and ambassadors pushed values far higher, particularly on the resale market.
In terms of design, the Big Bang e is unmistakably Hublot, with its oversized bezel screws and signature rubber strap. The 42mm case comes in microblasted titanium or black ceramic, with a curved sapphire crystal and AMOLED touchscreen display. Internally, it’s one of the more tech-forward watches on this list, running on a Snapdragon Wear 3100 chip with GPS and detailed heart-rate monitoring.
Today, the Big Bang e UEFA Euro 2020 can be purchased on local secondary markets for around AED 20,000 ($5,445) – a collector’s item for fans of both football and fine digital watchmaking.
