Unlike professionals in finance who have long seen the value of “a statement,” those in the tech industry have been characterised – and even mocked – for their fixation on utility and simplicity. (Think the old tech bro uniform of jeans and a hoodie.)

But now, some tech titans are moving toward fashion statements of their own. And that sometimes involves a watch.

“Technology professionals often opt for subtle, yet statement-making timepieces that exude innovation and sustainability,” Paul Altieri, CEO and founder of online watch resale marketplace Bob’s Watches, said.

And while those values may always be a core component of the Silicon Valley aesthetic, more people are donning luxury brands like Rolex and Patek Philippe for their cachet, some industry watchers say. Old favourites like Omega and Casio, which initially gained favour with tech execs like Jeff Bezos and Bill Gates for their functionality, are seeing a comeback, too.

Watches, it seems, have become yet another tool of personal branding. With that in mind, here’s a closer look at the watches trending in Silicon Valley right now.

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1. Rolex demand surged on investment potential

Hitchcock said that she has observed more women gravitating toward the brand of late, often sporting the Lady-Datejust model.

2. Patek Philippe watches remain popular with tech pros

Altieri describes a “Patek Philippe enthusiast” as someone who appreciates the finer details of watchmaking.

“They’re all about craftsmanship, complex features and exclusivity,” he added. Of course, such enthusiasts have a pretty high budget for a timepiece.

3. Panerai has a niche but dedicated following

Italian-origin watchmaker Panerai produces just a fraction of the timepieces that a brand like Rolex does every year, so its watches are not a common sight, Hitchcock said. However, it has a dedicated and educated following.

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“Part of the allure is recognising its small group of in-the-know fans,” she said. “Those that know it definitely discuss it with each other in social settings and business.”

4. Cartier’s simplicity is a draw for collectors

Cartier makes watches for the new collector and seasoned enthusiasts, with pieces ranging from under US$3,000, to more than US$1 million on the secondary market.

Twitter founder Jack Dorsey has been seen wearing a rare rose gold skeleton Cartier Crash. Those in Silicon Valley who wear the French brand opt for the simpler watch models. Hitchcock said the Panthère de Cartier Quartz is another favourite with women in tech.

5. Casio is an old favourite with the heavy hitters

Casio is a Japanese electronic manufacturing company that was founded in 1946. Microsoft founder Bill Gates is often seen sporting a Casio Duro, a model that retails for around US$70.

While Casio watches may be the cheapest on the list, Hitchcock believes the piece still makes a statement about its wearer.

“They are the same people who are buying the old-school kind of daddy sneakers or grandpa sneaker buyers,” she said, adding that there’s a nostalgia factor to the brand.

6. Omega is the choice of space-age types

Omega has been making luxury precision watches since 1848. The 1970 Apollo 13 mission relied on the capabilities of the Omega Speedmaster to help the crew return safely to Earth.

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In 2021, Jeff Bezos wore an Omega Speedmaster on his own expedition into space. Omega Speedmaster watches have been used multiple time on trips to space.

Elon Musk has also been seen wearing an Omega watch. His model of choice appears to be the Seamaster Aqua Terra, which retails at a similar price point, according to GQ.

7. Richard Mille is popular for personal branding

The Swiss luxury brand Richard Mille is known for creating watches that can cost up to US$2 million, and it’s a favourite of athletes and musicians. Yet the brand also remains popular with the tech crowd for its understated approach to luxury.

Oracle chief technology officer Larry Ellison has been photographed wearing his Richard Mille RM 0029.

Meanwhile, Altieri said watches in general are increasingly being used for personal branding.

“Across sectors, professionals select watches that broadcast their identity and aspirations. Watches remain profound personal statements regardless of whether one is developing software or sealing a game-changing deal,” he said.

8. Apple Watch – going beyond analogue

Apple debuted its Apple Watch in 2015, and it quickly gained popularity with those looking for wearable technology. The Apple Watch models range from a few hundred to more than a thousand on the company’s official site.

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The Apple Watch goes beyond the functions of a typical analogue watch, and is an extension of one’s iPhone.

While most of Silicon Valley sports understated grey or black smartwatch faces, including 23andMe’s Anne Wojcicki, some women gravitate toward yellow or rose gold accents for the face, Hitchcock said.

9. Timex for the no-frills types

Timex watches are known for their affordability and dependability, and most models are priced under US$500.

In its nearly 170-year history, Timex watches have been worn by celebrities and US presidents alike. Hitchcock said the no-frills functional timepiece is also a staple in the tech industry.

“I believe that a good time piece, even if it’s a Timex or Casio, does say something about someone,” Hitchcock said. “It should have function, it should be streamlined and customised to that person’s personal brand and personality.”

This article originally appeared on Insider.

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