Quiet luxury has recently exploded in the cultural zeitgeist thanks to wildly popular shows like HBO’s Succession. For the uninitiated, this expensive trend takes a minimalist approach to style emphasizing high-quality materials and timeless elegance—think the opposite of the 80’s and 90’s when bold logos and branding were the way to flex your wealth and show you were in vogue. While the “quiet luxury” movement feels new to some, many luxury brands have taken a “quiet” approach for years. Some of the watch industry’s most prominent and popular makers have in fact defined their ethos by the concept. Here, we’ve compiled nine examples of them.