The Top 10 Largest Watch Brands in 2025—Rolex Reigns Supreme as the Industry Consolidates Around the Few
In 2025, Rolex continues to dominate the watch industry, achieving estimated sales of CHF 10.5 billion and holding a 32% retail market share. The brand's strategic reduction in production has allowed it to prioritize scarcity and pricing power, resulting in a significant increase in its market share of high-end watches priced above CHF 3,000. Meanwhile, brands like Cartier, Audemars Piguet, and Patek Philippe also see considerable revenues, but Rolex's approach sets it apart as it builds a closed ecosystem that controls the primary and secondary markets. As the top brands consolidate their positions, the high-end market is contracting, particularly in the CHF 3,000 to CHF 20,000 segment, which has seen a notable decline in unit sales. This shift indicates a bifurcation in the market, favoring ultra-luxury brands while the middle ground erodes under competition from smartwatches and micro-brands. Collectors are increasingly viewing watches as a form of currency, reflecting significant changes in collecting motivations and market dynamics, where value is concentrated among a select few leading brands.
