In 2017, it collaborated with Mr Porter on a limited run of three special editions inspired by its Vietnam-Era military styles, while models such as its Easy Reader and Weekender are seen on the wrist of interestingly attired men from London to Tokyo.

From its impressively complex-looking chronos to its elegant Milanese bracelet Fairfield, Timex’s nostalgia-tinged design language shines through, which is precisely why people continue to wear this affordable watch brand.

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7. Swatch

It was created to be one of the most affordable watch brands on the market and has a name that is a portmanteau of ‘Swiss’ and ‘watch’ – not the best credentials for long-lasting success. But hey, it’s amazing how much mileage Swatch has got out of some injection-moulded plastic.

Swatch’s stock in trade seems to be ‘if you can imagine it, we can do it’. It has collaborated with artists and fashion designers, been at the forefront of youth culture – it sponsored the first Breakdance World Championships – and even had the chutzpah to go automatic with a movement assembled by robots in a watch that will get you change from £110, the SISTEM51.

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8. Triwa

Set up in 2007 by four friends who were fed up with the reverence accorded status and tradition in the watch industry – the unusual name stands for ‘transforming the industry of watches’ – Triwa has been on a mission to shake up things up, albeit in a refined, tasteful Scandinavian way.

Every watch is designed in Sweden and that language is writ large in the clever blend of classic elements that are subverted with fashion colors. The leather straps are organically tanned and sourced from its country of origin, and there’s the added bonus of being able to buy them separately so you can switch up anything in your collection.

If you really like Triwa’s aesthetic, you can complete your look with a pair of branded sunglasses, too.