10 Biggest Watch Brands By Sales

The biggest watch brands are Rolex, Cartier, Omega, Audemars Piguet, Patek Philippe, Richard Mille, Longines, Vacheron Constantin, Breitling, and Tissot.

What to know:

• Rolex tops the list of the biggest watch brands with USD 11.43 billion in sales in 2024

• Cartier comes in second place with popular models like the Tank and Santos

• Rolex is also the largest watch group (with Tudor), followed by Swatch, Richemont, and LVMH

All watches tell the time, but only some watches reach heights of craftsmanship that combine art and engineering. So it’s no surprise that most of the biggest watch brands by sales are also luxury brands. These brands span a range from understated luxury to avant-garde. Whether you’re shopping for your next grail piece or looking for the perfect gift that will be cherished for years to come, the best high-end watches for men combine iconic design and wrist presence. 

The following article will introduce you to some of the most expensive watches in the world. We’ll talk about the best and biggest watch brands by sales and what they offer to their customers.

10 Biggest Watch Brands By Sales

Rolex tops the list of biggest watch brands by sales ($11.43 billion) and is followed by Cartier ($3.51 billion) and Omega ($2.94 billion). These are annual sales from 2024 based on Morgan Stanley and LuxeConsult’s yearly watch industry report. Below, you can see details about the 10 largest watch brands by sales:

1. Rolex ($11.43 billion)

Everyone recognizes Rolex for a reason. The brand is synonymous with the concept of a luxury watch. Rolex started making timepieces in 1908 and hasn’t stopped since. It’s known for high-quality watches constructed of materials such as gold and steel. A Rolex can be passed down through generations without losing its value or aesthetic appeal. 

With over $14 billion in sales, Rolex is the best-selling luxury watch brand in the world and eclipses its rivals. It is a Swiss watchmaker based in Geneva, Switzerland. Rolex has been a long-time leader in the luxury watch industry, and its timepieces are known to be some of the most luxurious watches on the market.

Rolex watches have been worn by celebrities and world leaders, such as Elvis Presley, Michael Jackson, George H.W. Bush, Bill Clinton, Prince Charles, and many more.

You could buy the Rolex Submariner for roughly $8–9k in the store (depending on whether you can obtain a 2019 or 2020 model) and sell it for nearly double the price almost immediately without trouble.

With the exception of particular models from Patek Philippe and Audemars Piguet, no other brand holds its value as well as Rolex stainless steel sports models.

The most popular Rolex watches in the world include Rolex Submariner, Rolex Daytona, Rolex Datejust, Rolex Oyster Perpetual, Rolex Yacht-Master, Rolex Air-King, Rolex Day-Date, Rolex Sea-Dweller, Rolex Explorer, and Rolex Milgauss.

2. Cartier ($3.51 billion):

Cartier is another well-known luxury watchmaker. It was founded in 1847 by Louis-Francois Cartier, and it's currently owned by Richemont Group.

Cartier has a long history of making jewelry and watches for royalty, including empresses, kings, sultans, and generals. Customers from all over the world seek out this French brand because of its exquisite quality, art influence, and refinement.

The Tank Solo watch has been recreated with numerous limited edition and vintage varieties on the market, including the brand's well-known Roman numerals and its plain yet contemporary style. Because of its history, cultural ubiquity, and infamy, the Cartier Tank watch ranks first among the brand's best-selling watches.

3. Omega ($2.94 billion):

Omega was founded in 1848 by Louis Brandt in La Chaux-de-Fonds, Switzerland. After his death, his sons, Louis-Paul and César Brandt, took over the business and later established the Omega brand in 1894. The company officially became Louis Brandt & Frère – Omega Watch Co. in 1903.

Omega has a history of accomplishments. The Speedmaster was the first watch on the moon, and the company is the official timekeeper of the Olympics. James Bond is also a fan and has worn an Omega in every movie since 1995’s Goldeneye. In fact, Daniel Craig helped design the OMEGA Seamaster Diver 300M “007” Edition for 2021’s No Time To Die, choosing appointments like titanium for the case and brown aluminum for the bezel.

Omega is known for producing high-quality watches at a reasonable price. Omega watches are mostly composed of steel and gold, but they also make watches out of other materials. The most popular watches by Omega include Speedmaster Professional Moonwatch Master Chronometer, Seamaster PloProf 1200M, Seamaster Diver 300M, Constellation Globemaster, Seamaster 300 Bronze Gold, De Ville Trésor, Speedmaster Calibre 321, Speedmaster Dark Side of the Moon Apollo 8, Seamaster 300M “NTTD”, and  OMEGA Museum Collection.

4. Audemars Piguet ($2.66 billion):

Audemars Piguet is a Swiss manufacturer of complicated mechanical watches since 1875. Audemars Piguet produces some of the world's most exquisite luxury timepieces. Complicated versions with perpetual calendars and tourbillons are among the Swiss manufacturer's offerings. The most famous model of the brand is the Royal Oak. This model, in particular, is one of the most referenced watches in rap lyrics, thanks to its instantly recognizable design and elite status. Who isn’t drawn to the modern octagonal bezel and Tapisserie pattern dial? Artists like Jay-Z, Travis Scott, Meek Mill, Kevin Hart, John Mayer, and Lil Baby have all referenced Audemars in songs or been spotted wearing iced-out versions.

The most well-known and well-sold watches by Audemars Piguet include Audemars Piguet Royal Oak Concept Tourbillon Chronograph, Audemars Piguet Royal Oak Offshore Chronograph Volcano, Audemars Piguet Royal Oak Offshore Diver, Audemars Piguet Royal Oak Offshore Chronograph, Audemars Piguet Millenary, Royal Oak Jumbo Extra-Thin, Royal Oak Offshore Diver Collection, Audemars Piguet Royal Oak Selfwinding Black Ceramic, and Selfwinding Chronograph Gold.

5. Patek Philippe ($2.32 billion):

Patek Philippe is a Swiss luxury watchmaker that was founded in 1839 by Antoni Patek and Adrien Philippe. Patek Philippe is also among the world's most well-known luxury watchmakers, distinguished for its sophisticated timepieces with elaborate detailing. The Geneva-based company is also the only family-owned independent watchmaker in the city. 

Patek Philippe routinely ranks first among the world's best watch brands and is a prestige symbol unlike any other. The Swiss firm, which was founded in 1839, is the only family-owned independent watchmaker in Geneva.

The watches are often viewed by collectors as one of the most complicated, high-performing, and expensive watches in the world, with a celebrity following that includes Leonardo DiCaprio and Jay Z.

The company was founded in 1839 by Antoni Patek and Adrien Philippe when they accepted an invitation from King Louis XVIII of France to produce a pocket watch for him. The company has produced an estimated 21,000 watches to date and maintains Antoine Antonin Patek as the head of its design team.

The most well-known and sold watches by Patek Philippe include:

Patek Philippe Nautilus, Nautilus Travel Time, Nautilus self-winding Rose Gold, Aquanaut Travel Time, Aquanaut, Calatrava Pilot Travel Time, Patek Philippe’s Annual Calendar Chronograph, Patek Philippe Aquanaut Travel Time, Perpetual Calendar Chronograph, Patek Philippe’s Sky Moon Tourbillon, and Patek Philippe Calatrava.

6. Richard Mille ($1.74 billion)

Founded in 2001 by Richard Mille and Dominique Guenat, the Richard Mille brand shook up the luxury watch world with its futuristic designs and boundary-pushing materials. Whether the brand is your cup of tea or not, RM watches certainly make a bold statement. 

Mille's vision was to create “a racing machine on the wrist,” and the watches reflect that. You can see how Formula 1 engineering and aerospace-grade technology inspired the designs. Even though the brand is younger than other Swiss heavyweights, it has carved out an elite niche among ultra-high-net-worth collectors.

Richard Mille timepieces are known for their extreme skeletonization and eye-watering price tags that reach six or seven figures. Celebrities and athletes like Rafael Nadal, Bubba Watson, and Pharrell Williams have collaborated on special editions. Nadal famously wore an RM 27-01 tourbillon during matches, a cool $700,000+ watch on his wrist. Besides the Rafael Nadal edition, other popular models include the RM 11-03 (Flyback Chronograph) and RM 67-01 (Ultra-Thin Automatic).

7. Longines ($1.26 billion)

With a history going back to 1832, Longines is one of the oldest watch brands still in operation. Its winged hourglass logo is also the oldest trademark for a current watchmaker. Since times of old, Longines has been associated with precision and elegance. It played a significant role in the early days of aviation and developed instruments for pioneers like Charles Lindbergh and Amelia Earhart.

Longines watches strike a balance between heritage and modern Swiss reliability. This makes them a great entry point for new luxury watch enthusiasts. Today, Longines is part of Swatch Group. Some popular models and lines include: Master Collection, HydroConquest, Conquest, Flagship Heritage, Spirit Zulu Time, and the Lindbergh Hour Angle Watch.

8. Vacheron Constantin ($1.24 billion)

While Longines is old, Vacheron is even older. Vacheron Constantin was founded in 1755 in Geneva and is the oldest watchmaker in existence. The brand has had an amazing 260 years of uninterrupted history to build its legacy of technical mastery and refinement. Jean-Marc Vacheron was just 24 when he began crafting watches by hand and founded the company. François Constantin became a partner in 1819.

This brand is known for producing some of the most complicated watches ever made. The pinnacle is Reference 57260, which holds the record for the most complications in a mechanical watch (there are 57 total). It’s also one of the "Holy Trinity" of Swiss watchmaking, alongside Patek Philippe and Audemars Piguet. 

Vacheron watches are hallmarked by their Geneva Seal movements and often understated, classical designs. Popular models and lines include the Overseas, Patrimony, Traditionnelle, Historiques 222, Fiftysix, and Égérie (the women’s collection).

9. Breitling ($984 million)

Founded in 1884 by Léon Breitling, the brand has a reputation for precision chronographs and aviation timepieces. The Navitimer became an indispensable tool for pilots thanks to its built-in slide rule for flight calculations. Breitling even supplied watches to the Royal Air Force during WWII.

Today, Breitling’s rugged and functional style makes it a favorite among adventurers and professionals in high-stakes fields. It’s also notable for producing one of the first automatic chronograph movements (Caliber 11) in 1969, in collaboration with Heuer and others. Popular Breitling models include the Navitimer, Chronomat, Superocean, Avenger, Aerospace Evo, and Premier B01 Chronograph.

10. Tissot ($933 million)

Tissot was established in 1853 in Le Locle, Switzerland, by Charles-Félicien Tissot and his son Charles-Émile. From the start, the company had global ambitions. It became one of the first Swiss watch brands to be exported to the United States and Russia. 

Tissot was also an early innovator. The brand launched the first mass-produced pocket watch, anti-magnetic wristwatch, and models with touch-sensitive technology (T-Touch) way before smartwatches existed.

Now part of the Swatch Group, Tissot remains a favorite for those looking for Swiss craftsmanship at accessible prices. And if you’re into sports, you’ve undoubtedly seen the Tissot logo around. The brand serves as the official timekeeper for MotoGP, NBA, FIBA, and cycling events like the Tour de France. Whether you want a mechanical or quartz model, you get great build quality for the money. Popular models include the PRX (Quartz and Powermatic 80), Le Locle, Seastar 1000, T-Touch Connect Solar, Gentleman Powermatic 80, and Heritage 1948.

Biggest Watch Brand Groups by Sales

You might already know that a handful of watch groups own multiple brands in the luxury market. Out of the top 10 watch brands, Audemars Piguet, Patek Philippe, Richard Mille, and Breitling stand on their own. The others are part of larger watch groups (note that Rolex and Tudor count as a group). Here are the big four watch groups that account for over 75% of sales:

• Rolex (32%): Includes Rolex and Tudor

• Swatch (19%): Includes Blancpain, Breguet, Certina, Glashütte Original, Hamilton, Longines, Mido, Omega, Rado, Swatch, Tissot, and Union Glashütte

• Richemont (19%): Includes A. Lange & Söhne, Baume & Mercier, IWC Schaffhausen, Jaeger-LeCoultre, Officine Panerai, Piaget, Roger Dubuis, and Vacheron Constantin

• LMVH (6%): Includes Bulgari, Hublot, Louis Vuitton, Tag Heuer, and Zenith

For the most part, watch groups strive to maintain the heritage of their brands. For example, Omega and Tissot both have their own identities separate from Swatch. Groups can lead to some interesting collaborations, though. The Moonswatch refreshed Omega’s Speedmaster with fun colors in bioceramic material and made it more accessible for beginner collectors.

Wrapping Up: Biggest Luxury Watch Brands

Whether you're drawn to the technical mastery of Patek Philippe, the bold innovation of Richard Mille, or the cultural clout of Audemars Piguet, the world’s biggest watch brands each offer something compelling. These names continue to define what luxury and prestige mean in horology. No matter your taste or budget, there's a luxury watch that will fit your wrist.

FAQ: Top Watch Brands in the World

Below are a few frequently asked questions about the top watch brands:

What are the top 10 watch brands?

The top 10 watch brands by sales are Rolex, Cartier, Omega, Audemars Piguet, Patek Philippe, Richard Mille, Longines, Vacheron Constantin, Breitling, and Tissot.

What is the biggest watch brand in the world?

Rolex is the biggest watch brand in the world with annual sales of over $14 billion. Rolex is synonymous with the concept of a luxury watch and it’s instantly recognizable.