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Swiss Watches: Market Share by Brand in 2023
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Swiss watches are renowned for their precision, craftsmanship, and quality. In this visualization, we rank the top Swiss watch brands based on their estimated 2023 market share, which comes from data provided by LuxeConsult and Morgan Stanley.
Rolex Dominates the Swiss Watch Market
Sales of Rolex watches are believed to have surpassed 10 billion Swiss francs ($11.2 billion) for the first time in 2023, significantly outpacing rivals like Cartier CHF 3.1 billion ($3.5 billion) and Omega CHF 2.6 billion ($2.9 billion).
Additionally, Rolex has strengthened its dominant position in the market, capturing a remarkable 30.3% retail market share.
| Brand | Market Share (%) |
|---|---|
| Rolex | 30.3 |
| Cartier | 7.5 |
| Omega | 7.5 |
| Patek Philippe | 5.6 |
| Audemars Piguet | 4.9 |
| Longines | 3.4 |
| Richard Mille | 3.1 |
| Vacheron Constantin | 2.7 |
| Tissot | 2.5 |
| Breitling | 2.4 |
| IWC | 1.9 |
| Hublot | 1.9 |
| Jaeger-LeCoultre | 1.7 |
| TAG Heur | 1.7 |
| Other | 22.9 |
In 2023, the Swiss watch industry achieved record sales totaling CHF 26.7 billion ($30 billion). The “Big Four” watch brands—Rolex, Patek Philippe, Audemars Piguet, and Richard Mille—achieved a combined 43.9% market share last year, compared to a pre-Covid 2019 market share of 36.9%.
Also noteworthy is that Vacheron Constantin joined the billionaires’ club as the 8th brand to surpass CHF 1 billion in sales, reaching CHF 1.097 billion ($1.23 billion).
In conclusion, premium watches priced over CHF 25,000 ($28,000) drove 69% of the market’s growth in 2023, and constituted 44% of the total value of Swiss watch exports. Despite this significant value contribution, this segment represents only 2.5% of the total volume in terms of units sold.
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