The Best Watch Brands in 2025 According to the Morgan Stanley Report
In 2025, the high-end watch market has shown increasingly polarized dynamics, with a few brands driving the majority of the industry's overall value. According to the joint report by Morgan Stanley and LuxeConsult, the global brand ranking once again reflects the predominance of major Swiss brands, with a strong concentration of sales at the top positions.
Dominance of Major Swiss Brands
Some of the most iconic names in global watchmaking remain at the top of the ranking. At the top is Rolex, which maintains a dominant position with a significant market share and strong revenue growth. Close behind are brands such as Cartier and Audemars Piguet, known for their combination of tradition, design, and international appeal.
Other brands that stand out prominently at the top include Omega and Patek Philippe, both recognized for the technical quality and desirability of their collections.
Market Composition 2025
The report highlights how the top four manufacturers, Rolex, Patek Philippe, Audemars Piguet, and Richard Mille, control nearly half of the entire Swiss industry in terms of value, a sign of the market's strong polarization.
This phenomenon is accompanied by significant growth in the ultra-luxury segments, where premium watches represent a significant share of export value, despite accounting for a small percentage of total volumes.
Rising Brands and Industry Trends
In addition to the historic giants, the ranking includes brands that are consolidating their presence thanks to effective market strategies and global recognition. Brands such as TAG Heuer, Universal Genève, and Chopard remain among the top 20, highlighting how even segments more focused on specific design or heritage can compete with the large, established groups.
These dynamics reflect a continuous transformation in the industry, where brands must combine historical identity, technical innovation, and global strategy to maintain or improve their competitive position.
Why Knowing the Top Brands Matters for Collectors and Enthusiasts
Understanding which brands will lead the watch market in 2026 is crucial for those who collect, purchase, or invest in valuable timepieces. The leadership of top brands is not only indicative of global demand, but often translates into long-term appreciation for the most sought-after models.
Whether you're thinking of expanding your collection or finding a valuable watch to add to your collectibles portfolio, knowing the top brands helps you make informed choices.
Browse and purchase your next collectible watch here on Collecto Archive and access an exclusive selection of certified timepieces, chosen from the brands dominating the global scene in 2026.
Brands that accelerated in 2025
Among the top watch brands in 2025, some brands are further strengthening their leadership.
Rolex surpasses 11 billion francs and continues to increase its market share, consolidating a dominance built on production control and strong desirability.
Cartier continues its expansion, reaching an 8.7% share and significantly improving its position compared to the pre-2019 period.
Audemars Piguet and Patek Philippe are also strengthening their presence, surpassing long-standing competitors and consolidating their position among the top four global brands by value.
In the independent high-end segment, brands such as F.P. Journe, H. Moser & Cie., and MB&F are emerging, continuing to grow thanks to limited production and a strong brand identity.
Also noteworthy is Christopher Ward's entry into the top 50, an interesting case in the mid-to-high end.
Brands that slowed in 2025
On the other hand, 2025 will be a more challenging year for several historic groups and brands.
Swatch Group recorded a significant loss of market share compared to previous years, with a significant cumulative decline since 2019.
Omega fell in the rankings, with a decline in revenue and a widening gap with Rolex.
Longines posted one of the most significant declines of the year, leaving the group of billion-dollar brands and symbolizing the difficulties of the mid-market.
LVMH's watch division also reported a limited market share, with several brands declining.
Among the brands with declines of more than 15% were Hamilton, Blancpain, Breguet, Panerai, Zenith, and Girard-Perregaux, a sign of an increasingly selective market.