In Morgan Stanley’s annual Swiss watch industry report, Rolex dominated the chart with sales of 10.1 billion CHF (approximately $11.5 billion USD). The report included insights from Swiss consultancy LuxeConsult, detailing key breakdowns of market share as well as the top-ranking watch brands in Switzerland.
In 2023, the luxury watch brand was recorded to have produced 1.34 million timepieces, and on top of its stellar sales results, Rolex reinforced its top position with over 30% retail market share. It’s worth noting that this sets a large margin between Rolex and Cartier, which holds the first runner-up position with its 8% market share. Following close after are OMEGA, Patek Philippe, Audemars Piguet, and Richard Mille to round up the top five.
This also marks the return of Swatch being ranked among the top 15 as its sales also trebled in comparison to its 2021 results. This leap is mostly contributed by the MoonSwatch hype that undoubtedly boosted the brand’s sales. The success the MoonSwatch has brought on also positively impacted OMEGA, as its sales also rose by 5% in 2023.
While Rolex and its sister company, Tudor made up a third of sales in the Swiss watch market, it’s worth noting that large conglomerates like Swatch and Richemont made up another third of the total with combined sales of their brands.
See below for the top 50 Swiss watch brands in 2023 according to Morgan Stanley and LuxeConsult’s report:
- Rolex
- Cartier
- OMEGA
- Audemars Piguet
- Patek Philippe
- Richard Mille
- Longines
- Vacheron Constantin
- Breitling
- Tissot
- IWC
- Hublot
- Swatch
- Jaeger-LeCoultre
- Tag Heuer
- Hermes
- Tudor
- Officine Panerai
- Bulgari
- Chopard
- Van Cleef & Arpels Watches
- Chanel
- Blancpain
- Piaget
- A. Lange & Sohne
- Franck Muller
- Rado
- Breguet
- Montblanc
- Hamilton
- Mido
- Louis Vuitton
- Jacob & Co.
- Zenith
- Gucci
- Harry Winston
- F.P. Journe
- H. Moser & Cie.
- Certina
- Girard-Perregaux
- Ulysse Nardin
- Baume & Mercier
- Oris
- Frederique Constant
- Roger Dubuis
- Parmigiani Fleurier
- Dior
- Glashütte Original
- Bell & Ross
- Greubel Forsey
