Jaeger-Le Coultre.

“The weird thing about Rolexes, and fancy watches in general, is that you can’t actually walk into a store and buy one. Even in Geneva, the watch capital of the world, it’s surprisingly difficult to just buy a watch. Not so with Jaeger-LeCoultre. The “watchmaker’s watchmaker” might not be as flashy as Rolex or Patek Philippe, but it makes serious watches, is a pillar of the watch world, and people will say, “Hey man, nice watch,” if you buy one. My dad got a JLC for his bar mitzvah. I took it here, got it fixed up, and it’s probably my favorite physical object that I own. If you’re in Geneva and want to buy a serious Swiss watch, this is the place to go. Walk in, buy the watch, and leave with it on your wrist. In Geneva, that’s rarer than you’d think.”