Rolex confirms itself as the undisputed leader among watch brands with a sales share of 24.9%, almost three times higher than that achieved by Omega, second with 8.8%. A close the podium is Cartier, covering 6.7% of the global hand market: It is the new report from Morgan Stanley that highlights the key points of the Swiss watch industry of 2020 with research that photographs the results of the entire sector.
Few surprises, since among the main sources for this focus there are the numbers indicated by the Federation of the Swiss Watch Industry on global exports which for the past year had decreed a 21.8% decrease. To this are added the data processed in collaboration with LuxeCounsult relating to the market shares of the individual brands.
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The most loved watch brands in the world
The three brands on the podium are followed by Longines in fourth place (with 6.2%), Patek Philippe (5.8%), Audemars Piguet (4.3%), Tag Heuer (3%) Richard Mille (2, 5%), Iwc (2.7%), Breitling (2.4%), Hublot (2.3%), Jaeger-LeCoultre 2.1%), Tissot (3.1%), Panerai (1.6 %), Vacheron Constantin (1.5%) and Breguet (1.2%).
Reading this ranking from the point of view of the groups, it is always Rolex (together with Tudor) that excel with 26.8% of the market, just ahead of Swatch Group which holds 25.2%, followed by Richemont with 18.2% and Lvmh with 7.2%.
The six brands over a billion in revenues
The research points out that six brands out of a total of 350 have totaled sales of over one billion Swiss francs. Obviously among these there are Rolex with 4.4 billion Swiss francs (810 thousand pieces) and then Omega with 1.758 billion (500 thousand pieces), Cartier with 1.6 billion (490 thousand pieces), Patek Philippe with 1.16 billion (53 thousand pieces). ), Longines with 1.14 billion (1.5 million pieces) and Audemars Piguet with 1.12 billion with (40 thousand pieces).