Piaget
For those who like watches to be jewelry.
Hard to Get: The lapis-lazuli version of the 25th-anniversary edition Polo watch, with eighteen-karat-white- or yellow-gold strap. Of the 20,000 Polo watches created, only 2,000 made it to the U.S. Prices start at $18,900.
730 Fifth Ave., nr. 56th St.; 212-246-5555

Cartier
New “Watch Salon” features the world’s largest selection of Cartier timepieces.
Most Popular: The Santos 100 is an oversize version of Cartier’s first modern watch, created in 1904. In eighteen-karat-gold or steel case offset by silvered opaline dial and alligator-skin strap (from $4,200).
653 Fifth Ave., at 52nd St.; 212-446-3459

Tourneau
The widest high-end selection.
Most Popular: Big is in with Tourneau’s hottest line, the oversize Panerai. Designed for the Italian Navy, models like the Black Seal are both macho and European (from $3,650).
12 E. 57th St., nr. Madison Ave.; 212-758-7300

Swatch
Still cheap, still chic.
Hard to Get: At 3.9 mm., the sleek Skin collection is the world’s thinnest plastic watch. Prices start at $70, unless you want the just-released Lustrous Bliss diamond-encrusted version ($1,400). There are only 1,000 in the U.S.
1528 Broadway, at 45th St.; 212-764-5541

David Yurman
The wildly popular jeweler brings his just-baroque-enough sensibility to your wrist.
Hard to Get: For men, it’s the Limited Edition Titanium Rose Gold Chronograph ($8,000). There are only 50, individually numbered—some collectors have even reserved a specific number. For women, it’s the High Jewelry Madison in eighteen-karat gold. There are only a dozen; Madison Avenue has two (from $30,000).
729 Madison Ave., at 64th St.; 212-752-4255

Movado
The famous Museum watch, in all its incarnations.
Most Popular: Thanks to “Oprah’s Favorite Things 2004,” it’s the Museum Automatic Arté. A colorful silk scarf adorns the classic face (starts at $865).
138 Spring St., at Wooster St.; 212-431-0249

Breguet
Swiss pedigree goes all the way back to 1783, when they invented the tourbillon movement.
Most Popular: Women’s Reine de Naples has a white-gold case, mother-of-pearl face, and satin strap (from $23,000).
779 Madison Ave., nr. 66th St.; 212-288-4014

(Photo: Davies and Starr)

Cellini
The upper echelon of European watches.
Hard to Get: Exclusive edition of Jaeger-LeCoultre’s Master Eight Days watch—just 50 worldwide. Round steel case with black or silver dial, and eight-day power reserve (from $9,950).
301 Park Ave., near 49th St., in the Waldorf-Astoria; 212-751-9824