Top 10 luxury watch brands: Rolex, Patek Philippe, Cartier, and more ranked by Morgan Stanley

Every year, the Morgan Stanley and LuxeConsult report delivers the most authoritative snapshot of the luxury watch market. Based on hard data — turnover, unit sales, and market share — it reveals which names are truly driving the Swiss watch industry forward. The 2024 edition underlines a striking truth: A handful of brands dominate global revenues, with the so-called “Big Four” (Rolex, Patek Philippe, Audemars Piguet, and Richard Mille) accounting for almost half of total sales value. Rolex alone commands an extraordinary 32 per cent of market share.

For collectors, investors, and enthusiasts, knowing which are the top watch brands in the world is more than trivia. Brand strength dictates pricing power, resale value, desirability, and cultural impact. It shows which maisons are thriving in a volatile market, and which strategies — heritage, innovation, scarcity or design — translate into long-term success. Here, we explore the top 10 luxury watch brands based on 2024 results, their DNA, and the factors behind their dominance.

1. Rolex

When it comes to Swiss watches, Rolex is the undisputed leader. Its brand DNA is rooted in timeless design, engineering consistency and an aura of prestige. Iconic models like the Submariner, Daytona and GMT-Master II embody rugged reliability fused with elegance. Rolex rarely makes radical changes, preferring evolutionary refinements that sustain desirability across generations. With unmatched resale performance and controlled production, Rolex has become synonymous with luxury and scarcity.

2. Cartier

Cartier has secured second place by bringing its heritage as the “jeweller of kings” into the watchmaking arena. The DNA of Cartier watches is design-driven — think bold Roman numerals, sword-shaped hands, and cabochon crowns. From the Tank to the Santos, Cartier models combine elegance with strong identity. Its dual mastery of jewellery and horology makes it uniquely positioned among luxury houses, appealing to both connoisseurs and style-driven consumers. With around 8 per cent market share, Cartier has proven that design power translates into commercial strength.

3. Omega

Omega thrives on universal recognition, technical achievement, and compelling history. Its claim to fame is unmatched: the Speedmaster Moonwatch was the first watch worn on lunar landings, and the brand has long been the official Olympic timekeeper. Its collections — from the Seamaster Diver 300M to the Constellation — span tool watches to refined classics. The exciting MoonSwatch collaboration with Swatch drew global hype, proving Omega’s ability to balance prestige with broad appeal. This combination of heritage, affordability within luxury, and cutting-edge innovation cements its third-place ranking.

4. Audemars Piguet

Independent and fiercely innovative, Audemars Piguet thrives on bold design and a lustrous heritage. Its defining icon, the Royal Oak, revolutionised luxury watchmaking in 1972 with its steel construction, integrated bracelet, and octagonal bezel. That spirit of daring aesthetics remains its DNA today. While its annual production is modest compared with Rolex or Omega, each watch commands a high unit value, ensuring profitability and exclusivity. The Royal Oak and its larger and sportier sibling, the Royal Oak Offshore, have become cultural touchstones, adored by collectors and celebrities alike.

5. Patek Philippe

Patek Philippe stands as the pinnacle of high horology. Its DNA is deeply anchored in tradition, hand-finished craftsmanship, and mechanical mastery. Complications such as perpetual calendars, minute repeaters, and world timers showcase its technical strength, while icons like the Nautilus and Calatrava embody understated refinement. Patek Philippe’s legendary slogan — “You never actually own a Patek Philippe, you merely look after it for the next generation” — encapsulates its philosophy of longevity and legacy. Few brands carry such weight in both primary and secondary markets.

6. Richard Mille

The youngest brand in this ranking, Richard Mille has redefined what ultra-luxury watchmaking looks like. Its DNA is futuristic design, radical use of high-tech materials, skeletonised movements, and six-figure price tags. Known as “billionaire’s toys”, Richard Mille watches are deliberately exclusive, produced in tiny numbers but with enormous impact. Its partnerships with Formula 1 drivers and elite athletes reinforce its positioning as the avant-garde titleholder of Swiss luxury. Polarising yet powerful, Richard Mille exemplifies how daring strategy can create a new category of demand.

7. Longines

With a history dating back to 1832, Longines is recognised for its heritage, precision, and value. Its DNA blends traditional design with accessible luxury, making it one of the strongest “bridge brands” between mass and high luxury. Collections like the Master, HydroConquest, and Spirit lines speak to both classic tastes and modern adventure. Longines’ strength lies in offering Swiss-made quality at more attainable prices, capturing aspirational buyers while retaining credibility among seasoned collectors.

8. Vacheron Constantin

As the world’s oldest continuously operating watchmaker founded in 1755, Vacheron Constantin embodies Genevan high horology, elegance, and artisanal finishing. Its DNA emphasises refinement and tradition, expressed in the Patrimony, Overseas, and Historiques collections. Known for producing highly complicated pieces and limited editions, Vacheron Constantin appeals to connoisseurs who value depth of craftsmanship over volume. In recent years, it has also gained broader recognition thanks to striking openworked models and a revitalised sports-luxury offering in the Overseas line.

9. Breitling

Breitling has carved its niche in aviation and adventure. Its identity revolves around functional chronographs, pilot’s watches, and sporty tool aesthetics. Collections such as the Navitimer and Chronomat carry strong links to aeronautical history, while its modern Superocean divers underline versatility. Under renewed leadership, Breitling has modernised its designs while retaining its adventurous identity. Its positioning is less about complications and more about robust, stylish instruments for professionals and explorers.

10. Tissot

Closing the top ten is Tissot, a brand known for delivering Swiss quality at highly competitive price points. Its DNA is accessibility without compromise: offering robust automatic movements, reliable quartz innovations, and a design range spanning sporty chronographs to elegant dress watches. Tissot introduced the first mass-produced pocket watch in 1853 and later pioneered the T-Touch, one of the earliest tactile-screen watches. Today, it benefits from strong global distribution and visibility, positioning itself as an entry point into Swiss luxury while maintaining credibility among collectors.