Ask the same question to Joe public and chances are the answer will probably be any expensive watch. Look on any jewellers website and you see anything from fashion brands to Tag to Breitling lumped together as luxury watches but I am interested to know what people who have more than just a passing interest define as a luxury watch. Is it defined as precious metals instead of a steel case? Is it about the movement and is it in house or a sourced movement? Is it about how many man hours have been put into the watch or is it simply the cost? By that I mean are watch entheusiasts any different from Joe public in that what really defines "luxury" is the RRP sticker on the package.
Take a vintage Longines for example, in house movement, if you want precious metals you can find one in 9 or 18ct gold and with a Dennison stamped case not one that you are going to find is made in China like all the fuss over Ball watches or Speedmaster bracelets. Same with a vintage Omega or many others, Heuer are going through the roof but you can find tons of no name brands out there with vintage chronograph movements or movements of good quality.
So my question is this, why on watch forums of late do I see such a feeding frenzy for what are lets face it off the shelf movements in steel cases from God knows where given a bit of polish and sold for north of 4k? Or the big brands putting out "in house movements" only to fleece the public with eye watering service costs? If we really are talking something special should we not be talking about say Dornbluth who at least build a watch in old school tradition or Toruby who while using off the shelf movements at least build and customize their watches to the customers preference? There are so many German companies out there are who build and modify movements and cases and that's not even getting to your FP Journe, Lange, Moser & Cie.
So what defines a luxury watch to you? Is it Omega, Breitling etc or is it Patek, AP etc and if so why?