The Top 10 Luxury Watch Brands in 2025
According to the Federation of the Swiss watch industry (FH), Switzerland produces around 15 to 20 million watches a year, which is a minuscule amount that represents around 2% of global timepiece manufacturing. However, this is a clear case of quality over quantity. This tiny nation, as reported by the news outlet SWI swissinfo, commands more than a 50% share of the global watch industry in value terms, and more than 95% of watches sold for CHF 1,000 (just over USD $1,100) or more are produced by Swiss companies. Translation: Switzerland dominates when it comes to the luxury segment of the watch market. Watch enthusiasts recognize the cachet of the Swiss-made label, and the country reigns supreme when it comes to fine timepieces. So, if Switzerland dominates the luxury watch segment, which luxury watch brands dominate within that prestigious circle? Read on to discover the top 10 luxury watch brands, as told by the numbers.

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What Are The Top 10 Luxury Watch Brands – The Numbers in Brief
To pinpoint the top 10 luxury watch brands, we didn’t want to just rattle off the names of popular high-end watch brands or just select our personal favorites of what we think are the best luxury watch brands. We looked at data to come up with the list, which includes the latest report by Morgan Stanley and LuxeConsult on the Swiss watch industry, as well as figures published monthly by the FH. Note that the comprehensive report co-authored by Morgan Stanley and LuxeConsult came out in early 2025 and uses 2024 figures. Another factor to keep in mind is that some watch brands are private companies that do not share their financials publicly; therefore, some of the data is estimated.
With that in mind, here’s a table of the top ten luxury watch brands according to the 2024 turnover numbers as reported by Morgan Stanley and LuxeConsult, which are all in Swiss Francs (CHF), but we used the average 2024 exchange rate (1 CHF = 1.14 USD) to make it more understandable for our American readers. It’s interesting to note that more than the top 5 watch brands belong to the Billionaire’s Club (in US$ billions, at least); in fact, only two haven’t made it yet.
Brand | Estimated Sales 2024 | Estimated Units Sold 2024 | Implied Retail Market Share 2024 | Implied Average Price Per Watch 2024 |
Rolex | CHF 10.583 billion (USD 12.065 billion) | 1,176,000 | 32% | CHF 13,139 (USD 14,978) |
Cartier | CHF 3.183 billion (USD 3.629 billion) | 680,000 | 8% | CHF 5,692 (USD 6,488) |
Omega | CHF 2.39 billion (USD 2.725 billion) | 505,000 | 7% | CHF 6,720 (USD 7,661) |
Audemars Piguet | CHF 2.38 billion (USD 2.713 billion) | 51,000 | 5% | CHF 49,075 (USD 55,946) |
Patek Philippe | CHF 2.3 billion (USD 2.622 billion) | 72,000 | 7% | CHF 43,620 (USD 49,726) |
Richard Mille | CHF 1.55 billion (USD 1.767 billion) | 5,700 | 3% | CHF 271,930 (USD 310,000) |
Longines | CHF 1.120 billion (USD 1.277 billion) | 950,000 | 4% | CHF 1,922 (USD 2,191) |
Vacheron Constantin | CHF 942 million (USD 1.074 billion) | 31,000 | 3% | CHF 38,895 (USD 44,340) |
Breitling | CHF 850 million (USD 969 million) | 160,000 | 2% | CHF 7,358 (USD 8,388) |
TAG Heuer | CHF 726 million (USD 828 million) | 380,000 | 2% | CHF 2,491 (USD 2840) |
According to the FH, Switzerland exported 15.3 million wristwatches in 2024, which was lower than the previous year and well below the pre-pandemic volume. Naturally, since the volume was lower than the previous year, the export was also less, as illustrated in the following table. (Note that export value is different than retail value.)
Year | Wristwatches Exported | Export Value |
2019 | 20,646,000 | CHF 20,502,700,000 (USD $21,486,829,600) |
2020 | 13,780,000 | CHF 16,138,700,000 (USD $16,913,357,600) |
2021 | 15,731,000 | CHF 21,219,400,000 (USD $22,237,931,200) |
2022 | 15,789,000 | CHF 23,694,100,000 (USD $24,831,416,800) |
2023 | 16,926,000 | CHF 25,528,200,000 (USD $28,336,302,000) |
2024 | 15,339,726 | CHF 24,823,200,000 (USD $28,298,448,000) |
Now that we’ve covered the numbers, let’s dig into the top ten luxury watch brands.
Rolex: The Top Luxury Watch Brand
No surprises here, but the top luxury watch brand in the world, the king of kings, is Rolex — by far. This Swiss watchmaking giant accounts for 32% of the entire Swiss watch market (there are around 300 Swiss watch brands in existence) with an estimated 1.176 million watches sold in 2024 for an estimated sales total of over $12 billion. The average retail price for a Rolex watch was calculated at around $14,978, while the most expensive Rolex watches are off-catalog Daytonas that retail for over $400,000.
Those are some impressive numbers in the retail space, and this doesn’t even account for Rolex’s dominance in the secondary market! The brand is known for smash hit watches such as the Day-Date, Datejust, Submariner, Daytona, GMT-Master II, and many others.
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Cartier
In second place is Cartier, with about 8% share of the market, with sales estimated at over $3.6 billion for 2024. It’s estimated that Cartier sold about 680,000 watches in 2024 with an average retail price of around $6,488.
While Cartier experimented with its watch offering in the mid-2000s with ultra-creative designs and super complicated timepieces, the brand returned to its roots in recent years by offering revamped versions of its already iconic watches. These include the Tank, Santos, Panthere, Pasha, Ballon Bleu, and others.
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Omega
For many years, Omega occupied the second spot among the world’s top luxury watch brands but has slipped to third place in recent years. The gap between Cartier and Omega is getting larger; Omega is estimated to have achieved $2.73 billion in 2024 with 505,000 watches sold for 7% of the market share. It’s estimated that the average Omega watch retailed for $7,661.
Omega’s most famous watches are the Speedmaster and Seamaster in the American market, yet the Constellation is its bread and butter in certain markets.
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Audemars Piguet
Audemars Piguet has been on an absolute tear over the last decade, climbing the charts of the luxury watch world. Although it’s estimated that Audemars Piguet only sold 51,000 watches in 2024, the watchmaker reached around $2.7 billion in sales and 5% of the market share. The average retail price of an Audemars Piguet watch in 2024 was calculated at around $55,946.
The Royal Oak remains the flagship watch collection of Audemars Piguet; there’s also the sportier Royal Oak Offshore and the relatively new Code 11.59, which, after a rocky start, is starting to find its footing in AP’s catalog.
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Patek Philippe
Numbers aside for a moment, for many watch enthusiasts, Patek Philippe would be their pick for the top luxury watch brand in the world. However, since we’re guided by numbers here, let’s break down Patek’s. In 2024, Patek Philippe sold an estimated 72,000 watches, reached about $2.3 billion in sales, and maintained about 7% market share. The average retail price of a Patek Philippe watch in 2024 was calculated to be around $49,726, which, to my surprise, is around $6,000 less than AP.
The Nautilus and the Aquanaut sports watch continue to be Patek Philippe’s most hyped-up models, yet, for serious connoisseurs and collectors, it’s the brand’s grand complications that are the most sought-after. Vintage and vintage-inspired pieces with fancy bracelets, such as the Golden Ellipse, are also picking up steam. And the classic Calatrava always has its loyal fans. It remains to be seen if Patek’s newest (and most divisive) collection, the Cubitus, will eventually earn more love among watch-collecting circles.
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Richard Mille: The Most Expensive of the Top 10 Luxury Watch Brands
Richard Mille’s numbers are the most interesting among all ten of the top luxury watch brands. It sold the least in 2024 with only 5,700 watches out the door to customers, but Richard Mille reached almost $1.55 billion in sales and held on to 3% market share. This is thanks to Richard Mille’s staggeringly high average retail price of its watches, which was calculated at around $310,000! Due to demand, gray market prices are even higher than that.
Not only is Richard Mille one of the world’s top luxury watch brands in terms of sales, but RM watches are some of the world’s most expensive too. While most Richard Mille watches are in demand, some notable fan favorites include the RM 11, RM 67, RM 55, RM 72, and others.
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Longines: The Most Affordable of the Top 10 Luxury Watch Brands
Yes, before you ask, Longines is a luxury watch brand — an entry-level luxury watch brand. For many, a Longines is their first “nice Swiss watch” and it can serve as a gateway to exploring more expensive timepieces. Longines’ numbers aren’t too shabby either! In 2024, the company sold 950 million watches, achieved $1.28 billion in sales, and maintained 4% of the market. The average retail price of a Longines watch is far lower than others on this list, calculated at around $2,191.
Interest in Longines watches has grown in the US market over the last few years thanks to the popularity of models such as the HydroConquest, DolceVita, Legend Diver, Master Collection, and plenty of vintage-inspired military and aviation watches.
Vacheron Constantin
Next to its fellow Holy Trinity members, Patek Philippe and Audemars Piguet, Vacheron Constantin has always been the most low-profile. Yet, the oldest continuously operating watchmaker in existence is absolutely one of the world’s top ten luxury watch brands. Plus, in 2023, Vacheron Constantin became the newest member of the Billionaire’s Club. In 2024, the watchmaker sold 31,000 watches and achieved $1.07 billion in total sales. Its market share was 3% and the average retail price of a Vacheron Constantin watch was around $44,340.
The sporty Overseas is no doubt Vacheron Constantin’s hero watch collection these days, and the revival of the model that inspired it — the 222 — is a fan favorite. However, the brand makes some of the most impressive high-complication watches and striking dress watches on the market too.
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Breitling
It’s no secret that Breitling lost its way a little in the early 2000s but ever since George Kern took over leadership of the company in 2017, the watch brand is back on the right path with an assortment of enduring favorites, revamped classics, and brand new designs. Securing its spot as one of the top luxury watch brands, Breitling achieved $969 million in sales across 160,000 watches sold. Its market share was 2% while the average retail price of a Breitling watch in 2024 was around $8,388.
Some of Breitling’s most notable collections include the Navitimer, Chronomat, Avenger, SuperOcean, Top Time, and Premier.
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TAG Heuer
The newest member to join the list of top 10 luxury watch brands, TAG Heuer has bumped IWC out of the way to take the 10th place. In 2024, TAG Heuer reached $828 million by selling 160,000 watches and reached 2% market share. The estimated average of a TAG Heuer watch that year was $2,840.
While TAG Heuer has always been a solid presence in luxury watches (particularly on the entry-level side of things), the brand has been doubling down on strong marketing campaigns, new product launches, and strategic partnerships (like Formula 1) and the efforts seem to be paying off. The most famous watch collections from TAG Heuer include the motorsport-inspired Carrera, Monaco, and Formula 1, as well as the dive-ready Aquaracer.
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The Next Top 5 Luxury Watch Brands
If you’re curious about the ranking of the other biggest watch brands that hail from Switzerland, here’s a brief look at the 2024 numbers of the next top five luxury watch brands.
Brand | Estimated Sales 2024 | Estimated Units Sold 2024 | Implied Average Price Per Watch 2024 |
Hermes | CHF 550 million (USD 627 million) | 70,000 | CHF 8,321 (USD 9,485) |
IWC | CHF 548 million (USD 625 million) | 120,000 | CHF 6,049 (USD 6.895) |
Jaeger-LeCoultre | CHF 524 million (USD 597 million) | 79,000 | CHF 8,785 (USD 10,014) |
Hublot | CHF 495 million (USD 564 million) | 39,000 | CHF 17,934 (USD 20,445) |
Bulgari | CHF 593 million (USD 676 million) | 60,000 | CHF 12,095 (USD 13,788) |
Top Luxury Watch Brands That Are Not Swiss
While Switzerland leads the charge when it comes to luxury watches, there are, of course, top timepiece brands from other countries as well. Some leading names include A. Lange & Söhne and Glashũtte Original from Germany, Grand Seiko from Japan, Konstantin Chaykin from Russia, and Bremont from England. It’s important to note that these brands are different from watch companies that were founded in another country, then moved manufacturing to Switzerland — think Cartier and Breguet from France, Bulgari and Panerai from Italy, Tiffany & Co. and Harry Winston from the U.S.A. While these watch brands may have begun abroad, they all now produce Swiss-made watches with factories located in Switzerland. Let’s have a closer look at some top luxury watch brands that are produced outside of Switzerland.
A. Lange & Söhne
Arguably one of the most famous non-Swiss names in the luxury watch world, A. Lange & Söhne is proudly German — both in name and manufacturing. A. Lange & Söhne, as we know it today, was established by Walter Lange in the 1990s, after the fall of the Berlin Wall; however, the company’s roots date back to 1845 when it was founded by Walter’s great-grandfather, Ferdinand Adolph Lange, in Glashütte, Germany.
Interestingly, though A. Lange & Söhne is a German watch brand, Morgan Stanley and LuxeConsult included it in its Swiss watch report — that’s probably because the mother company, Richemont, is based in Switzerland. According to the report, Lange’s turnover in 2024 was CHF 250 million (1% market share) with sales of around 5,600 watches, resulting in an average retail price of CHF 47,277 per A. Lange & Söhne watch. The most well-known Lange models are the signature Lange 1 with an asymmetrical dial, the pared-down Saxonia, and the sporty Odysseus.
More on A. Lange & Söhne:
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Glashütte Original
For our next look at a top luxury watch brand not from Switzerland, we remain in Germany with Glashütte Original. The brand’s history is closely tied to Lange’s: Ferdinand Adolph Lange (the same man who founded A. Lange & Söhne) helped establish the watchmaking industry in Glashütte, Saxony, in 1845. After World War II, the region’s companies were merged into the state-run GUB, keeping German watchmaking alive through the East German period. Following reunification, the company re-emerged under the name Glashütte Original, carrying forward those Saxon traditions into the modern era.
Now part of the Swiss conglomerate Swatch Group, Glashütte Original continues to make its watches in Glashütte, Germany. According to the Morgan Stanley and LuxeConsult report, Glashütte Original had a turnover of CHF 55 million in 2024 across 6,800 watches, with an average retail price of CHF 12,383. The brand’s best-known collections include the classic Senator and Pano lines, along with vintage-inspired models like the Seventies and SeaQ.
Grand Seiko
Crossing continents from Europe to Asia, we arrive in Japan with Grand Seiko, a brand that has firmly established itself as one of the world’s premier luxury watchmakers outside of Switzerland. Introduced in 1960 by Seiko to create the “ideal watch,” Grand Seiko quickly became known for its pursuit of precision, durability, and legibility. Today, operating as an independent brand since 2017, Grand Seiko continues to craft its timepieces entirely in Japan, combining cutting-edge innovation — like the Spring Drive movement — with traditional Japanese artistry most often showcased via its striking dials.
According to Seiko Group’s most recent financial results, global watch sales reached around US$1.22 billion in fiscal year 2024/25, marking an 11.7% increase year-on-year. Much of that growth came from international demand, with both Seiko and Grand Seiko sales rising by about 15% outside Japan. While Grand Seiko isn’t broken out individually in the report, it’s widely recognized as the group’s flagship luxury brand, with prices and positioning aimed squarely at competing with top Swiss makers. At retail, Grand Seiko watches are generally priced between US $5,000 and $8,000, with higher-end limited editions or models with advanced movements and finishing costing much higher.
Top Watch Brands on the Secondary Market
We’d be remiss not to mention the pre-owned watch market, given it’s a huge driver of what watches are in demand at both the retail and secondary levels. Determining the top watch brands on the secondary market isn’t as clear-cut as analyzing sales numbers and market share data for the retail market. How does one decide the best watch brands in the pre-owned space — value retention, number of listings, sales value, sales quantity? Again, pinpointing the “best” pre-owned watch brands isn’t that simple.
According to a report published by WatchCharts and Morgan Stanley in 2024 Q4, the three watch brands with the best value retention are Rolex, Patek Philippe, and Audemars Piguet as their watches continue to sell over retail prices on the secondary market. To that I say, where is Richard Mille in the report? Richard Mille watches are known to sell well above their retail prices; perhaps the report didn’t include this top watch brand because quantities are tiny compared to the “big three.” Another alternative reason could be that pre-owned sales listings for Richard Mille are normally “price upon request,” making it impossible to gather data. Regardless, given Luxury Bazaar’s extensive experience selling Richard Mille watches on the secondary market, we can tell you that many, many RM watches have incredible value retention.
Turning our attention to another report, this time we looked at a Chrono24 five-year analysis of the secondary watch market, which determined that watches from “Audemars Piguet, Vacheron Constantin, and Cartier demonstrated [the] highest average value gains, with selected models more than doubling in value.” Pre-owned AP watch prices rose 64.85 %, pre-owned Vacheron watch prices rose 52.27 %, and pre-owned Cartier watches rose 39.06%. The other top watch brands in terms of pre-owned price increases included Patek Philippe (33.59 %), Omega (27.81 %), Rolex (27.59 %), Jaeger-LeCoultre (23.45%), and TAG Heuer (13.29%). IWC and Breitling’s secondary market prices remained largely unchanged over five years while IWC, Tudor, and Panerai actually decreased. Again, Richard Mille is missing from this report.
While the order may differ, the brands listed in these secondary market reports largely mirror the top luxury watch brands from the LuxeConsult/Morgan Stanley report that covered retail exports. It’ll be interesting to see what the newest LC/MS report (we’re anticipating it’ll come out in Spring 2026) will uncover; while we’re sure most of the top 10 luxury watch brands will remain the same, there may be some order changes and a few surprises too.
Bookmark this article to stay tuned to any market movements and changes to the top luxury watch brands.