Rolex continues to reign supreme in the luxury watch market, with six of its collections ranking among the world’s top 10 most desirable timepieces, according to a new study by pre-owned watch specialist Watchfinder & Co. The findings highlight Rolex’s unparalleled influence, accounting for nearly a third of the Swiss watch industry’s annual turnover—a figure that could double if production matched global demand.
Omega secured two spots, with the Speedmaster at fifth and the Seamaster at seventh. Audemars Piguet’s Royal Oak family claimed third place, while Cartier’s Santos line rounded out the top 10 at eighth.
Rolex’s Unmatched Appeal
Rolex’s dominance is evident across both professional and classic collections. The DateJust leads the rankings, followed by the Submariner in second, Daytona in fourth, GMT-Master in sixth, Day-Date in ninth, and Oyster Perpetual in tenth.
The study analyzed 715 luxury watch series before narrowing them down to the top 50 based on performance metrics. Desirability scores were derived from Meltwater’s analysis of 1.26 million social media posts and 239,400 articles, alongside Google search data and consumer surveys in the UK, US, and France. Additionally, Watchfinder examined over 3 million data points, including pricing and sales trends, to assess commercial performance.
Regional Variations in Watch Preferences
While the global top 10 closely mirrors the US rankings—where Tudor’s Black Bay placed fifth—regional differences emerge elsewhere. In the UK, Breitling’s Chronomat took second, likely influenced by Victoria Beckham’s endorsement, while Cartier’s Tank ranked third. France showed strong loyalty to Cartier, with the Santos and Tank collections leading the index.
“Rolex’s dominance in the US is remarkable,” said Edouard Caumon, Watchfinder’s US country manager. “The DateJust isn’t just a premium watch—it’s the entry point to Rolex ownership for many Americans, blending accessibility, prestige, and instant recognition.”
Celebrity Influence and Market Trends
Patek Philippe’s Nautilus and Aquanaut gained traction due to their popularity among NBA stars and Hollywood elites, ranking second and eighth, respectively, in the Celebrity Impact category. However, Audemars Piguet’s Royal Oak topped this segment, reinforcing its status as a favorite among high-profile collectors.
In terms of global sales, Rolex’s DateJust outperformed all rivals, followed by the Submariner. Omega’s Seamaster surprisingly ranked ahead of the Speedmaster, while Tudor’s Black Bay emerged as a strong contender, potentially due to its appeal in the secondary market.
A Snapshot of Luxury Watch Trends
The report, set for publication in early 2025, provides an annual benchmark for the industry. While price rankings offer limited insight—Cartier’s Panthère led simply due to smaller discounts—the study underscores the enduring allure of heritage brands and the growing impact of celebrity culture on watch desirability.
As Ben Staniforth, Watchfinder’s UK country manager, noted: “British buyers prioritize quality and tradition, but social media and endorsements are reshaping preferences. Breitling’s success reflects this shift, proving that even in a conservative market, strategic branding can drive demand.”
With Rolex’s grip on the luxury watch market showing no signs of weakening, the industry’s future will likely hinge on balancing tradition with evolving consumer tastes.
