2025 has painted a daunting picture for the luxury watch industry. Swiss export growth is flat (-0.1% in H1 2025), raw material prices are soaring to record levels, and Swiss import tariffs from the US are threatening anticipated growth. At the same time, 36% of luxury watch consumers are concerned about the cost of living and inflation, meaning a high-spending audience may well be deterred by rising prices, while aspirational customers could be shut out of the market entirely.
For now, watch consumers appear resilient. Average purchase intent increased by 2 percentage points over the past year, driven largely by Audemars Piguet, Cartier and Zenith. Perceptions of brand heritage and design have increased in line with purchase intent, suggesting that perceived value is driving demand rather than cost itself.
While the watch industry continues to shapeshift, its top three brands — Cartier, Omega and Rolex — remain resilient, bolstered by strong brand awareness and perceptions of quality. Tag Heuer entered the top five for the first time, rising to fourth place, as its strategy — focused on markets beyond China — began to bear fruit across both marketing performance and consumer perception. Tag Heuer’s rise saw Longines drop to fourth position, while Chopard, previously ranked fifth, fell to eighth.
But how did they get there? Now in its second year, our ranking of the top 20 watch brands analyzes marketing strategy, purchase intent and technological advancements. Read the top five breakdown below.
Top five watch brands
1. Cartier
Richemont
Rank change: –
- Cartier continues to lead the Watch Index, supported by a robust score across all digital channels. However, the brand is losing steam on TikTok as IWC takes the platform’s top spot.
- Cartier is the second most-purchased brand over the past year after Rolex. It’s also the brand that female watch enthusiasts are most likely to purchase.
2. Omega
The Swatch Group
Rank change: –
- Holding steady in second position, Omega ranks as the second strongest brand in digital performance and the third in consumer sentiment.
- After a sports-driven 2024, the brand shifted toward a more culture-focused strategy, featuring ambassadors such as actor Aaron Taylor-Johnson, Grammy Award-winning artist Tems and K-pop star Danielle Marsh.
3. Rolex
Rolex SA
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