This post is by Marcus Lu from Visual Capitalist


See this visualization first on the Voronoi app.


Pie chart ranking the top Swiss watch brands based on their estimated 2023 market share

Swiss Watches: Market Share by Brand in 2023

This was originally posted on our Voronoi app. Download the app for free on iOS or Android and discover incredible data-driven charts from a variety of trusted sources. Swiss watches are renowned for their precision, craftsmanship, and quality. In this visualization, we rank the top Swiss watch brands based on their estimated 2023 market share, which comes from data provided by LuxeConsult and Morgan Stanley.

Rolex Dominates the Swiss Watch Market

Sales of Rolex watches are believed to have surpassed 10 billion Swiss francs ($11.2 billion) for the first time in 2023, significantly outpacing rivals like Cartier CHF 3.1 billion ($3.5 billion) and Omega CHF 2.6 billion ($2.9 billion). Additionally, Rolex has strengthened its dominant position in the market, capturing a remarkable 30.3% retail market share.
BrandMarket Share (%)
Rolex30.3
Cartier7.5
Omega7.5
Patek Philippe5.6
Audemars Piguet4.9
Longines3.4
Richard Mille3.1
Vacheron Constantin2.7
Tissot2.5
Breitling2.4
IWC1.9
Hublot1.9
Jaeger-LeCoultre1.7
TAG Heur1.7
Other22.9
In 2023, the Swiss watch industry achieved record sales totaling CHF 26.7 billion ($30 billion). The “Big Four” watch brands—Rolex, Patek Philippe, Audemars Piguet, and Richard Mille—achieved a combined 43.9% market share last year, compared to a pre-Covid 2019 market share of 36.9%. Also noteworthy is that Vacheron Constantin joined the billionaires’ club as the 8th brand to surpass CHF 1 billion in sales, reaching CHF 1.097 (Read more…)