The Luxury Rolex Watch Alternative That's Cheaper And Looks Nearly Identical

The Rolex Submariner was originally designed for professional divers. Launched in 1953, it was built to withstand underwater exploration, meaning that deep water divers could wear it while exploring waters with depths of 330 feet. Then, its features were upgraded to last through 1,000 feet of underwater submersion. As a work-related accessory, the producers used tough, rust-resistant steel for the designs, which includes a rotating 60-minute bezel meant to help divers keep track of their dive times, and glow-in-the-dark markers that illuminates the depths of murky water. The design was topped off with a sealed case to keep water out.

Over the decades, the Submariner evolved into a luxury accessory, a symbol of success. It has made more appearances in boardrooms than in oceans. As with all luxury items, demand has also caused its price tag to balloon. Currently, the steel models sell at a starting price of $9,100 and the scarcity of the product also pushes resale values well beyond $10,000. Seiko took the initiative to follow this trend and, thus, developed the Seiko Prospex SPB143 priced at $1,200. It has almost the same features as the Submariner — the clean black dial, 40mm stainless steel case, including the water depth resistance, too. The SPB143 is listed among the top alternatives to consider if one can't afford the Submariner. Owning one might not get you bragging rights at a board meeting like some other expensive watches, but it'll handle ocean dives, office meetings, and weekend errands with equal ease.

The Seiko Prospex SPB143 and Rolex Submariner share some visual similarities. The Seiko has a 40.5mm design, while the Rolex is at 40mm. Seiko mimics the clean design of the latter, down to the gray sunburst dial, the stainless steel case, and a bezel marked for 60-minute dives. Both watches use solid-link bracelets, and to prevent scratches, Rolex was designed with Oystersteel while the Seiko design has a DiaShield coating.

Inside, the SPB143 runs on Seiko's 6R35 movement, which offers a 70-hour power reserve. This is considered enough to keep the watch going even when it's not worn. The submariner on the other hand has a 48-hour COSC-certified caliber. Both the Seiko SPB143 and the Rolex Submariner watches meet the ISO 6425 dive standards, which includes 200m water depth resistance, that ensures reliability when the owner is deep underwater.

While Rolex has a ceramic bezel, and SPB143 uses a brushed steel alternative, the SPB143 also uses a gray sunburst dial without a date window, while the Submariner offers black, blue, or green dials, some with a date. Inside the Rolex, there is the iconic crown logo, whereas for Seiko, it's the X emblem. The most defining contrast lies in their prices; $1,200 for the SPB143 versus $9,000+ for the Submariner.

When purchasing the Seiko Prospex SPB143, prioritize buying from authorized dealers or trusted grey-market sellers like Hodinkee's Shop. This is to allow you to secure a full kit, complete with original packaging, papers, and a warranty close to its retail price. This will also let you prove its authenticity, which increases its resale potential. Having the right papers and original packaging also helps when you want to sell vintage watches worth hundreds or thousands of dollars.

Long-term ownership costs favor most Seiko users. The routine servicing for both brands is recommended for every 3 to 5 years and costs roughly $200 if you go through Seiko's global network. However, it costs $800+ to service a Rolex Submariner. The replacement parts like crystals or gaskets needed for SPB143, are affordable and widely available. Also, owners are not required to join a waitlist, as is common with luxury brands. 

Note this, however, the value of a used SPB143 won't be appreciated like that of the Rolex Submariner, but it has history, reliable for everyday use. It is also budget-friendly, making it a pragmatic choice for users that cannot afford the high cost of a Rolex Submariner.