Limit

Limit has been sold in Britain since 1912, and for most of that time it has occupied one position without much deviation: the cheapest watch in the shop that is still worth owning.

It sits under Time Products, the same ownership as Sekonda and Accurist, which gives all three shared sourcing and distribution across British jewellers, catalogue retailers and department stores.

The range is deliberately conservative — plain dials, Roman or baton markers, gold-plated and stainless cases, leather and bracelet straps, mostly quartz with a small number of mechanical models. Pocket watches remain part of the catalogue, which few brands can still say.

It is a first watch, a school watch, a work watch and a gift watch, and it has been all four for over a century without pretending to be anything else.

Limit holds 31 models, from £15 to £45. Half cost less than £25, and a quarter less than £20. 1 of 31 is automatic. Prices are checked nightly against the retailers’ own feeds.

1912

The Limit name appears on British watches.

1970

Quartz models take over the range.

1990

Distribution widens through catalogue retailers.

2010

Sits alongside Sekonda under Time Products.

2020

Pocket watches remain a continuing part of the catalogue.