- The author discusses the business side of watch collecting and analyzes a report from Lux consult and Morgan Stanley on the top selling Swiss watch brands.
- The report is broken down into three categories: the top 10 brands based on turnover, the following 10 brands, and high level figures on exports and value totals.
- Figures have been approximated due to the private operation of some of the brands in the report.
- Rolex is the top brand with 9.3 billion Swiss Francs in turnover, up 21% year over year, and accounting for 29% of the total retail value of the Swiss Watch Market.
- Cartier is number two with 2.75 billion in turnover and 7% share in the total retail value of the Swiss Watch industry, with watches only making up 28% of their total sales mix.
- Omega is number three with 2.47 billion in turnover, up 6% year over year, and approximately 8% share in the total retail value of the Swiss Watch industry.
- AP is number four with 2.01 billion in turnover, up 27% year over year.
- The report offers compelling takeaways to better understand consumer behavior on a global scale.
The top-selling Swiss watch brands have been analyzed in a report from Lux consult and Morgan Stanley. The report, which is in its sixth year, provides insights into the Swiss watch industry, including the top 10 brands based on turnover, the following 10 brands that make up the top 20, and high-level figures on exports and value totals. Rolex is the top-selling Swiss watch brand with a turnover of 9.3 billion Swiss Francs, up 21% year-over-year, and accounting for 29% of the total retail value of the Swiss watch market. Cartier and Omega follow in second and third place, respectively. The report also notes that the watches of Cartier only account for 28% of the brand’s total sales mix. Other notable winners in the industry include Audemars Piguet, which saw a 27% year-over-year increase in turnover, and Patek Philippe, which has the highest average price per watch. The report provides insights into consumer behavior on a global scale and highlights the dominance of Swiss watch brands in the luxury watch market.
Bullet Summary:
- Lux consult and Morgan Stanley have analyzed the top-selling Swiss watch brands in their sixth annual report
- Rolex is the top-selling Swiss watch brand with a turnover of 9.3 billion Swiss Francs, accounting for 29% of the total retail value of the Swiss watch market
- Cartier and Omega follow in second and third place, respectively
- The report provides insights into consumer behavior on a global scale and the dominance of Swiss watch brands in the luxury watch market.