Rolex Is Crowned King of Swiss Watch Brands in 2023 With 30% Retail Market Share


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:

  1. Rolex
  2. Cartier
  3. OMEGA
  4. Audemars Piguet
  5. Patek Philippe
  6. Richard Mille
  7. Longines
  8. Vacheron Constantin
  9. Breitling
  10. Tissot
  11. IWC
  12. Hublot
  13. Swatch
  14. Jaeger-LeCoultre
  15. Tag Heuer
  16. Hermes
  17. Tudor
  18. Officine Panerai
  19. Bulgari
  20. Chopard
  21. Van Cleef & Arpels Watches
  22. Chanel
  23. Blancpain
  24. Piaget
  25. A. Lange & Sohne
  26. Franck Muller
  27. Rado
  28. Breguet
  29. Montblanc
  30. Hamilton
  31. Mido
  32. Louis Vuitton
  33. Jacob & Co.
  34. Zenith
  35. Gucci
  36. Harry Winston
  37. F.P. Journe
  38. H. Moser & Cie.
  39. Certina
  40. Girard-Perregaux
  41. Ulysse Nardin
  42. Baume & Mercier
  43. Oris
  44. Frederique Constant
  45. Roger Dubuis
  46. Parmigiani Fleurier
  47. Dior
  48. Glashütte Original
  49. Bell & Ross
  50. Greubel Forsey

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