Top 20 Swiss Watch Brands According To Statistics - Watch Market Update 2023

Discover the Top 20 Swiss Watch Brands of 2023: A Statistical Analysis of the Watch Market Update

In this blog post, we delve into the fascinating world of Swiss watches and present to you the top 20 Swiss watch brands of 2023. But this is no ordinary list – we have conducted a statistical analysis of the watch market to bring you the most accurate ranking of the most sought-after Swiss watch brands. If you are a watch enthusiast or simply curious about luxury timepieces, this is the blog post you don’t want to miss. So sit back, relax and join us as we unravel the mystery behind the Swiss watch world.


Swiss-made watches are known for their precision, craftsmanship, and luxury. They are not just timepieces but also status symbols, cherished by collectors and enthusiasts worldwide. As of 2023, the Swiss watch market is thriving, with many outstanding brands to choose from. In this article, we will explore the top 20 Swiss watch brands of 2023, analyzed statistically based on turnover and market share. We will also take a closer look into some of the most popular and successful brands in the industry.

The Top 20 Swiss Watch Brands of 2023

According to a report by Morgan Stanley and LuxeConsult, these are the 20 Swiss watch brands leading the market in 2023, ranked by turnover:

  1. Rolex
  2. Omega
  3. Longines
  4. Patek Philippe
  5. Tissot
  6. Cartier
  7. Rado
  8. IWC
  9. TAG Heuer
  10. Blancpain
  11. Montblanc
  12. Breitling
  13. Chopard
  14. Bulgari
  15. Hublot
  16. Jaeger-LeCoultre
  17. Zenith
  18. Piaget
  19. Frederique Constant
  20. Audemars Piguet

These brands sell a range of watches, from everyday wear to high-end luxury models. However, their combined turnover accounts for 86% of the total Swiss watch retail value.

Market Share Analysis by LuxeConsult

LuxeConsult uses a proprietary methodology based on estimates of Swiss watch units sold and turnover to calculate market shares. Because the Swiss watch industry is notoriously discreet about numbers, LuxeConsult’s analysis provides a compelling overview of market trends. Here are the main takeaways from their report:

  1. Rolex leads the market with 9.3 billion Swiss Francs in turnover, accounting for 29% of the total retail value of the Swiss watch market. Rolex’s success is due to its iconic designs, high-quality materials, and investment value. The brand sold 880,000 units in 2023.
  2. Omega is the second-best-selling Swiss watch brand, with 6.9 billion Swiss Francs in turnover. Omega sells 5,560,000 units in total and has widened its exposure outside of China. Currently, Omega has timepieces ranging from the affordable “Speedmaster Moonwatch” to the ultra-luxurious “Seamaster Aqua Terra.”
  3. Cartier overtakes Omega in 2023 with 2.75 billion Swiss Francs in turnover, and only 28% of their sales mix being watches. The luxury brand has become one of the leading Swiss watchmakers due to its unique designs and the ability to maintain exclusivity while still introducing accessible models.
  4. Audemars Piguet celebrates the Royal Oak’s 50th year with 2.01 billion Swiss Francs in turnover, up 27% year over year. The iconic luxury brand has a following of high-end collectors and has famously collaborated with LeBron James.


The Swiss watch market is highly competitive, and the above analysis offers a valuable insight into the state of the industry. The key takeaway here is that even in upscale markets, brands that have a more inclusive philosophy when it comes to what they offer to customers are experiencing growth. Rolex, Omega, and Cartier are the top three brands with the highest turnover in 2023, with the rest of the best following them. That said, this list is not exhaustive, as there are many other Swiss watchmakers that deserve acknowledgment. Swiss-made watches are highly coveted, and luxury watch collectors will always make their own choices and preferences.


  1. How are the turnover numbers calculated?

LuxeConsult estimates Swiss watch units sold and turnover based on a proprietary methodology. It might not be 100% accurate, but it gives an excellent overview of market trends for the Swiss watch industry.

  1. Are there any trends in the Swiss watch industry?

Yes, over the past few years, especially in 2023, Swiss watchmakers are producing watches that are more affordable so that a more diverse audience can collect them.

  1. Are Swiss-made watches worth the investment?

Yes, they often retain their value and increase over time. As well as being a status symbol, a Swiss-made watch is also an asset that you can enjoy for years to come, and if well-maintained can get you good returns on your investment for years to come as per market trends.

  1. Which brand is the most popular?

Rolex is the most popular brand in the Swiss watch industry, as it has been consistently successful in many different regions over the years, especially in Asia.

  1. What is the most iconic Swiss-made watch?

The most iconic Swiss-made watch is perhaps the Rolex Submariner, which has become the cornerstone of the brand’s success, that started with diving-equipped watches for submarines.

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