The 10 Largest Watch Brands in 2025 - Rolex Still the Undisputed King
In 2025, the watch industry faces significant challenges, with declining exports and sales affecting large conglomerates. Despite these difficulties, Rolex remains the dominant leader, generating sales exceeding CHF 10 billion, which is greater than the combined sales of its next five competitors. The industry is becoming increasingly oligopolistic, with the top ten brands controlling nearly 70% of export volumes in the premium segment above CHF 500, and over 80% in the luxury segment above CHF 3,000. Notably, while major brands like Patek Philippe and Audemars Piguet have maintained growth, the traditional luxury segment has seen a decline in volume. Moreover, Rolex's strategy includes trimming production to prioritize scarcity and pricing power, a tactic that has contributed to its elevated status. The Certified Pre-Owned program is also becoming a significant revenue stream for Rolex, with estimated sales of CHF 500 million in 2025. As the luxury watch market evolves, there is a noticeable shift where ultra-luxury watches are gaining market share, while the core luxury segment between CHF 3,000 and CHF 20,000 continues to shrink, highlighting the contrasting dynamics within the industry.
