Unveiling the watch sales rankings for 2024 – Rolex reigns supreme

The highly anticipated report on the sales ranking of Swiss watch brands in 2024, based on estimations, has been meticulously analysed by industry experts Morgan Stanley and LuxeConsult, a renowned Swiss luxury goods research company. For avid watch enthusiasts, delving into this market trend ranking promises excitement and insight into the evolving landscape of horology.

Who holds the crown?

In a move that surprises no one, Rolex once again asserts its dominance as the reigning champion. Estimated sales for the esteemed brand in 2023 have skyrocketed to an impressive 10.1 billion Swiss francs ($11.5 billion), marking an extraordinary 11% growth from the previous year. This substantial surge not only solidifies Rolex’s position at the pinnacle but also surpasses the collective sales of its closest competitors, including Cartier, Omega, Audemars Piguet, Patek Philippe, and Richard Mille.

Further analysis

Hot on Rolex’s heels is Cartier, securing the coveted second spot for the second consecutive year. With estimated sales reaching 3.1 billion Swiss francs, Cartier’s remarkable growth trajectory underscores its unwavering appeal and strategic market positioning. The brand’s steady ascent not only maintains its lead over competitors but also points to promising prospects for future growth.

Exciting highlights from the top 20 brands

The rankings reveal intriguing insights into the performance of esteemed watchmakers. Vacheron Constantin achieves a significant milestone by surpassing the CHF 10 billion sales threshold for the first time, signalling its enduring legacy and market relevance. Tissot’s resurgence from a historic low in 2022 to re-entering the top ten list underscores its resilience and renewed momentum. Swatch’s strategic collaborations, including the Omega moon watch and the Blancpain Fifty Fathoms X Swatch partnership, drive impressive sales figures, securing its position in the top tier of the rankings. Additionally, notable movements from Hermes, Chopard, and Jaeger-LeCoultre further highlight the dynamic nature of the industry.

List of estimated sales for the top 20 brands in 2024:

  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. Panerai
  19. Bulgari
  20. Chopard

This article was syndicated from Marie Claire Taiwan
Translated and adapted by Praise Vandeh, Marie Claire Nigeria Content Writer


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