The Final 8: Watch Brands That Dominated In 2024

Written by Ben Esden
DMARGE Sports and Entertainment Editor

A true testament to the hard-working sportsmen of the AFL, these luxury watch brands have matched that same excellence displaying dominance over the competition throughout 2024. Their approach to timekeeping and design is unparalleled around the world.

To celebrate Kennedy as the proud official timekeeper of the AFL 2024 season, we’ve selected our own list of The Final 8: The top watch brands that dominated in 2024.

Sydney Swans

Cartier, much like the Sydney Swans, is a brand that exudes an enduring elegance within the world of haute horlogerie. Throughout its celebrated history, the French Luxury Maison has combined refinement with technical excellence, blending eras steeped in tradition with modern success, much like this year’s minor premiers. 

No team has had a better season than the Swans, who dominated the league from the get-go, turning performances into points with each passing week. The Sydney-based club ended the campaign as the deserved league leaders and both brands can say they’ve enjoyed stellar years with some stylish results. 

Cartier’s iconic designs – such as the Santos de Cartier and Tank – and the Swans’ recent success reflect a timeless luxury; a commitment to precision and excellence, drawing admiration for their consistent performance and stylish presentation, whether it’s in contemporary watchmaking or football.

Port Adelaide

OMEGA’s relentless pursuit of precision mirrors the gritty, never-say-die attitude of Port Adelaide. Known for its rugged Speedmaster and Seamaster collections, OMEGA has built a reputation for spectacular releases that can consistently draw a crowd.

Just as Port Adelaide consistently challenges for premierships year-on-year, the Swiss Luxury watchmakers continue to dominate the busy horological market with robust, high-performance timepieces that are built to last under any conditions – whether on the surface of the moon or skidding across the footy field.

Geelong Cats

Longines produces classic collections known for refined elegance and consistency. With timeless designs and a long-standing reputation for reliability, Longines is undoubtedly the Geelong Cats of the watch world. 

One of the AFL’s most successful and celebrated teams, Geelong’s ability to blend tradition with consistent top-tier performance has put them amongst the greatest clubs in the comp. As both the Cats and Longines maintain a long-standing heritage in their respective fields, the pair’s ability to evolve and adapt while staying true to their roots makes them favourites amongst fans and enthusiasts alike.

GWS GIANTS

Hublot’s bold, innovative style perfectly mirrors the dynamic and youthful energy of the GWS Giants. Though only established in 2009, the Giants’ disruptive rise in the AFL has been nothing short of sensational – much like Hublot’s rapid ascent in the watch world with its daring designs and cutting-edge materials. 

The brand’s impactful Big Bang series is a perfect reflection of the Giants’ fierce and modern approach to the game. Both have made a name for themselves by pushing boundaries and making the older boys take a serious look over their shoulders.

Brisbane Lions

IWC Schaffhausen’s precision and technical mastery echo the Brisbane Lions’ tactical, high-performing approach on the field. Known for its sophisticated engineering and attention to detail, IWC Schaffhausen, much like the Lions, is a force to be reckoned with in the world of haute horlogerie. 

Whether it’s IWC Schaffhausen’s iconic Portugieser or the Lions’ coordinated plays, both stand out for their ability to perform with elegance and precision, consistently competing at the highest levels and impressing in their fields.

Western Bulldogs

Jaeger-LeCoultre’s craftsmanship and understated excellence align with the Western Bulldogs’ gritty yet stylish play. Known for mastering complications like the Reverso, the Swiss Luxury watchmaker has built a legacy as a renowned manufacture that thrives on technical innovation with dazzling results. 

It’s not too dissimilar from the Bulldogs who surprise their opponents with their adaptability and fierce determination on the footy field. Whether in creating intricate timepieces or orchestrating thrilling footy upsets, both Jaeger-LeCoultre and the Dogs are respected for their dedication to delivering results with a characteristic flair.

Hawthorn

Grand Seiko, like Hawthorn, is built on a foundation of excellence and tradition: humble yet formidable, consistently delivering outstanding performance.

Known for its impeccable craftsmanship and attention to detail, the Japanese favourite reflects the Hawks’ methodical approach to building a legacy of steady success. Just as Hawthorn is admired for its strong, strategic gameplay on the footy field, Grand Seiko continues to impress us with signature Japanese precision and understated luxury with collections such as the Elegance and Sport GMT.

Carlton

Known for the El Primero, the first high-frequency automatic chronograph, Zenith represents a drive to push boundaries with unique and appealing designs. 

Of course, both are steeped in history but make no mistake – these two will never be afraid to break new ground in contemporary watchmaking and on the footy field. 

As Carlton seeks to rise back to the top of the ladder, Zenith’s innovative spirit and unrelenting ambition mirror the Melbourne club’s resurgence in the AFL, aiming for excellence with a renewed sense of purpose and ambition.