Experiencing the Topsy-Turvy Ride: An Insight into Swiss Watch Gear Makers Rolex and Cartier's Sustained Growth Among Changing Retail Markets

A fascinating transformation took hold in 2025 as the gigantic Swiss watch brands, Rolex, Cartier, Audemars Piguet, and Patek Philippe, posted substantial sales and market share gains. They flourished even as most of the industry grappled with burgeoning costs, fluctuating retail prices, and an ever-changing customer base, according to a riveting report by Morgan Stanley and LuxeConsult. They gathered these insights from their ninth annual ‘Swiss Watcher’ investigation, which was grounded on watch brand sales estimates and annual production volumes provided by Swiss firm LuxeConsult.

Interestingly, it was observed how Rolex raised its sales by about 4%, surpassing CHF 11 billion for the first time, although it lessened production or allocations to dealers by about 2%. Meanwhile, the robust performance of the Swiss watchmaking division under the famed jewellery brand Cartier and privately-owned brands Patek Philippe and Audemars Piguet was remarkable.

Further, as per the report, just four brands, Rolex, Cartier, Audemars Piguet, and Omega, commanded nearly 55% of industry sales. It deserves special mention that Swiss watch industry volumes plummeted by almost half since 2011, dwindling to 14.6 million units in 2025.

This report exhibits the strength and resilience of these prevailing brands, as they navigate ever-fluctuating market landscapes and growth hurdles while affirming their market divide and fortifying their market presence.