Morgan Stanley's Top 50 Swiss Watch Brands for 2025: An Analysis
Morgan Stanley's report on the top 50 Swiss watch brands for 2025 reveals significant shifts within the luxury watch market. Rolex remains the dominant player, outperforming its closest competitors, while Omega has dropped from third to fifth place, experiencing a decrease in unit sales. Cartier has maintained its position at number two, increasing both sales volume and average price. The average retail price for watches from these brands rose by 9.8% compared to the previous year, outpacing global inflation. Tudor's strong performance suggests that the brand is successfully attracting buyers looking to move upmarket, while Longines has struggled to maintain sales despite new product launches. The report also highlights the challenges faced by many brands, particularly those under the Swatch Group, which have seen declining sales as they shift towards more premium offerings. Swatch Group has publicly criticized the Morgan Stanley report, questioning the accuracy of its data on sales and turnover. Despite these disputes, the overall turnover for the top 50 brands increased, indicating a reallocation of consumer preferences rather than a significant growth in new buyers. The emergence of micro-brands like Christopher Ward suggests that smaller companies are filling gaps in the market by offering compelling products at fair prices, appealing to both enthusiasts and casual buyers alike.
