2026's Power Players: The Top 20 Swiss Watch Companies According to Morgan Stanley

Morgan Stanley, globally renowned for its financial research, has unveiled its much-anticipated top 20 Swiss watch company ranking for 2026. Compiled meticulously through complex financial modeling, these are estimations based on evidence garnered from LuxeConsult and the Morgan Stanley Research teams. While purely speculative, these reports hold substantial clout among watch industry insiders and enthusiasts.
The name at the top of the list remains unchanged. Solidifying its reputation as the titan of timepieces, Rolex reaffirms its supremacy with an awe-inspiring CHF 11 billion turnover. Towering over its competitors, Rolex earns triple the turnover of its nearest rival, Cartier, who secures second place at CHF 3,488 billion.
Meanwhile, hot on Cartier’s heels, Audemars Piguet has moved up one spot to seize the bronze title, boasting a CHF 2.6 billion turnover. Following suit, Patek Philippe climbs the ranks to fourth place, recording a CHF 2.5 billion turnover. Contrarily, Omega wrestles with fierce competition, dropping to fifth place with a CHF 2.2 billion turnover. However, Omega remains a juggernaut in the industry, moving significant units and implementing repeated price hikes, generating a hefty implied retail value estimate of CHF 3.138 billion.
Positions six to eleven maintain their incumbents: Richard Mille, Longines, Vacheron Constantin, Breitling, Tissot, and TAG Heuer, respectively. There have been slight changes in ranks twelve to twenty, with Tudor managing to claw its way into the top 20, while Officine Panerai exits the esteemed list. \ Ultimately, this ranking serves as a potent reminder of the power dynamics in the lucrative Swiss watch industry. It underscores the reigning influence of dominant brands like Rolex and the ascendance of others like Audemars Piguet. These predictions, while not foolproof, offer a fascinating glimpse into the possible future of Swiss horology.