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