Rolex
Rolex leads Morgan Stanley's Swiss ranking by a vast margin, with estimated 2025 sales above CHF 11 billion and rising share.
The 21 best watch brands
Swiss watch brands ranked by estimated sales in the Morgan Stanley / LuxeConsult report.
Top 21
Cartier
Cartier holds second place with estimated watch sales of CHF 3.5 billion, up ten percent, on demand for Tank and Santos.
Audemars Piguet
Audemars Piguet, maker of the Royal Oak, rose to third with estimated 2025 sales of CHF 2.6 billion, up nine percent.
Official site for Audemars Piguet
Patek Philippe
Patek Philippe rose to fourth with estimated sales of CHF 2.5 billion, a family-owned Geneva house making few, very expensive watches.
Official site for Patek Philippe
Omega
Omega slipped to fifth after estimated sales fell eight percent, yet the Speedmaster and Seamaster keep it inside the billion-franc club.
Richard Mille
Richard Mille sold only about six thousand watches in 2025, yet estimated sales of CHF 1.75 billion placed the brand sixth.
Official site for Richard Mille
Longines
Longines ranks seventh, but estimated sales fell eighteen percent to CHF 920 million, dropping the heritage brand below one billion francs.
Vacheron Constantin
Founded in Geneva in 1755, Vacheron Constantin ranks eighth by estimated sales, just below the billion-franc threshold with Patrimony and Overseas.
Official site for Vacheron Constantin
Breitling
Breitling ranks ninth with estimated sales near CHF 770 million, built on the Navitimer pilot chronograph and its bold sports designs.
Tissot
Tissot is tenth with estimated sales of CHF 720 million, down five percent, while the PRX remains a popular Swiss entry.
TAG Heuer
TAG Heuer holds eleventh place as LVMH's biggest watch brand, though the Morgan Stanley report says its sales declined during 2025.
IWC
IWC ranks twelfth and grew sales about five percent in 2025, helped by new Ingenieur models beside its famous pilot watches.
Jaeger-LeCoultre
Jaeger-LeCoultre ranks thirteenth, with marginally higher 2025 sales on fewer watches, and its reversible Reverso remains one of horology's great designs.
Official site for Jaeger-LeCoultre
Hermès
Hermès ranks fourteenth among Swiss watch brands, proof that the Paris leather house now sells serious watches as well as handbags.
Swatch
Swatch ranks fifteenth, but the report counts it among the ten brands whose sales fell fifteen percent or more in 2025.
Hublot
Hublot ranks sixteenth, an LVMH brand known for the Big Bang, and the report notes that its sales declined during 2025.
Tudor
Rolex sister brand Tudor entered the top twenty in seventeenth place, with estimated sales of CHF 460 million, up two percent.
Bulgari
Bulgari ranks eighteenth and grew watch sales in 2025, with the Roman jeweller's ultra-thin Octo Finissimo models earning respect from collectors.
Chanel
Chanel ranks nineteenth among Swiss watch brands, and its ceramic J12, launched in 2000, remains the fashion house's best-known watch design.
Chopard
Chopard closes Morgan Stanley's published top twenty, a family-owned Geneva jeweller and watchmaker known for Happy Diamonds and the Alpine Eagle.
Panerai
Panerai dropped out of the top twenty after an estimated thirty-one percent sales fall, though Luminor and Radiomir fans remain loyal.
How this Top 21 is ranked
Twenty-one Swiss watch brands, from Rolex, Patek Philippe and Audemars Piguet to Tissot and Swatch, ranked by market standing rather than by online reviews. The score comes from each brand’s place in the Morgan Stanley / LuxeConsult Swiss Watcher ranking of estimated 2025 turnover: first place scores 99 and each place below drops two points. Panerai, which the report says fell out of the published top 20, gets the floor score of 59. The figures are analyst estimates, not company accounts, and sales measure standing and demand, not whether a particular watch suits you. Japanese and German brands are not covered by the report, so they are not ranked here. Rolex currently leads with 99. Last checked 12 October 2026.
Questions
What is the top-rated watch brand on 21words?
Rolex currently has the highest score, 99 out of 100, followed by Cartier (97) and Audemars Piguet (95). Scores were last checked on 12 October 2026.
How is each watch brand scored?
Each score is the brand’s rank by estimated 2025 turnover in the Morgan Stanley / LuxeConsult Swiss Watcher report: 99 for first, two points less per place, and 59 for a brand named as leaving the published top 20. Every verdict is an original summary of exactly 21 words.
How often is this watch brand ranking updated?
We re-check every score each Monday. If a source cannot be reached or a figure cannot be confirmed, we keep the previous score rather than guess, and every change is logged on our What changed this week page.
What changed this week · All head-to-head comparisons · All guides
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