Top 5 Swiss Watch Brands as Predicted for 2025: Clarity Amid Claims and Counterclaims

Navigating the murky waters of watch rankings can be a daunting task. There exists no definite method to objectively ascertain the actual standings. The rankings are often based on estimates drawn from incomplete data sets, which sparks subjectivity and controversy. For instance, ceilings of Swiss watchmaking titans that disagree with the Morgan Stanley rankings argue that these rankings are erroneous. Despite the disputes, the public’s desire to know these rankings fuels Morgan Stanley’s drive to continue compiling this indispensable report. Reliable figures can be drawn thanks to the meticulously researched estimates conceived by Morgan Stanley Research and LuxeConsult, which are considered the most truthful measures of the influential Swiss watch brands.

Based on industry understanding, watch trends, and customer purchasing habits, we’ve ranked the top five Swiss watch companies. This ranking considers factors such as brand reliability, value retention, brands’ reputation and popularity among the general public and celebrities.

At the helm of Swiss watchmaking is Rolex, claiming over 30% of the Swiss watch market share by value and reportedly manufacturing upwards of 1.2 million watches annually. It boasts an impressive average sale price per unit, and its watches see appraisal levels that are unparalleled, marking it as the leading Swiss watchmaker by virtually every quantifiable measure.

Close on Rolex’s heels is Omega. The brand’s association with the Olympics, NASA, the James Bond franchise, the legendary Speedmaster series, and expansive mono-brand retail growth keep it a strong contender. Although Morgan Stanley ranks Omega below Cartier based on revenue, it’s crucial to note that these estimates are not entirely fact-based due to Omega’s non-disclosure of their sales figures. Due to this predicament plus the brand’s popularity and the widespread ownership of Omegas, we argue that Omega could potentially be second in line.

Cartier, a giant in the industry and the cash cow of the Richemont Group, slides into the third position. With a large market share from jewellery sales in addition to watches, Cartier could potentially top the list if both sectors were combined.