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Top Luxury Watch Brands in the World
Most Popular Watch Brands & Models by Country
When one considers the luxury watch industry, they typically look at it through a global lens. From the high horology of Genevan watchmaking to the innovations and modern charm of Asia's most captivating timepieces, this export-driven sector is valued at a market size of around $6.9 billion.
Today, production predominantly takes place in Switzerland, Hong Kong, and other areas of China. But from a consumer's perspective, every country has its own style and buying preferences, making it particularly interesting to explore the luxury watches, brands, and models they gravitate towards each year. And perhaps just maybe, there's something that these top-selling timepieces can tell us about the people who buy them.
United Arab Emirates
Top Selling Watch Brand:
$421B GDP
$86M revenue in luxury watch market segment
With sleek skyscrapers and professionals in the regional business hub Dubai, watch enthusiasts in the UAE opt for Rolex, arguably the most recognized watch brand in the world.
Hong Kong, China
Top Selling Watch Brand:
$439B GDP
$10.7B revenue in luxury watch market segment
Known for its sweeping landscape and large population, it’s easy to see why watch collectors from this region choose a brand with a robust catalog.
Japan
Top Selling Watch Brand:
$5.1T GDP
$2.3B revenue in luxury watch market segment
Wielding a name derived from the Greek alphabet, a rich history steeped in Swiss watchmaking, and serving as the official timekeeper of at least 21 Olympic Games, Omega’s worldwide fame has officially reached Japan.
Singapore
Top Selling Watch Brand:
$379B GDP
$315M revenue in luxury watch market segment
Boasting an eclectic commercial and restaurant industry as well as close proximity to nearby islands, Singapore collectors are on the hunt for the perfect beach to tux look that Rolex is known for.
Australia
Top Selling Watch Brand:
$1.4T GDP
$276M revenue in luxury watch market segment
Known for creating one of the most infamous dive watches in the luxury space, it’s no mystery why Australian collectors opt for Omega timepieces.
United Kingdom
Top Selling Watch Brand:
$2.8T GDP
$754M revenue in luxury watch market segment
Known for their elegant fashion and practical style, the United Kingdom’s taste in luxury watches transcends time as collectors choose highly versatile Rolex models.
Germany
Top Selling Watch Brand:
$3.9T GDP
$708M revenue in luxury watch market segment
With natural landmarks like the Black Forest and coastlines along the Baltic Sea, Germans favor sporty watches from brands like Breitling and Omega.
Switzerland
Top Selling Watch Brand:
$708B GDP
$288M revenue in luxury watch market segment
Geneva is home to some of the leading luxury watch brands in the world, like Rolex. Exceptional horology is a piece of Switzerland’s heritage, with a rich history in matchmaking since the mid 16th century.
United States
Top Selling Watch Brands:
$21.4T GDP
$4.2B revenue in luxury watch market segment
As a global powerhouse, it's no wonder that American luxury watch buyers gravitate toward one of the most well known brand on the market.
Canada
Top Selling Watch Brand:
$1.7T GDP
$169M revenue in luxury watch market segment
Much like Canada, Tudor has worked tirelessly to develop its own unique style and elegance that attracts people from around the world.
United States
Top Selling Watch Brands:
- Top Watch Model:
- Rolex Datejust
U.S. Pre-Owned Luxury Watch Revenue $5.1M
Rolex gave President Dwight D. Eisenhower a Datejust as a gift in honor of his work in WWII.
The Rolex Datejust is easily one of the most recognizable watches in in the brand's lineup. This iconic model is reliable timepiece with seemingly unlimited configurations - from cases made of precious metals to unique dials featuring captivating colors. As we know, the average U.S. consumer loves to have options which is likely why collectors from this country opt for a Rolex Datejust.
Canada
Top Selling Watch Brands:
- Top Watch Model:
- Tudor Black Bay
Canada Pre-Owned Luxury Watch Revenue $94K
Originally registered in 1926, Tudor is a sub-brand of Rolex
The Tudor Black Bay timepiece captures the essence of the brand's 60 years of diving history. These pieces draw inspiration from Tudor's past with a prominent winding crown similar to ref.7924, while its angular "Snowflake" hands were borrowed form their watches used by the French National Navy. We can only speculate that Canada's inclination for Black Bay watches relates to their French-Canadian roots, or maybe it's the "Snowflake" hands that remind them of home.
United Kingdom
Top Selling Watch Brands:
- Top Watch Model:
- Rolex Datejust
UK Pre-Owned Luxury Watch Revenue $82K
A Datejust was worn in British film Get Carter in 1971
After 1945, Rolex’s revolutionary date display became the watchmaking standard. With automatic winding, extreme precision, and high water resistance, it’s a very practical piece much like collectors in the UK. They value wearability and versatility, so they opt for something they can wear to the office and on the town.
Singapore
Top Selling Watch Brands:
- Top Watch Model:
- Rolex Submariner
Singapore Pre-Owned Luxury Watch Revenue $50K
The Rolex Submariner is water resistant up to 300m
Nestled between the Indian Ocean and South China Sea, it is no surprise that the most popular pre-owned watch model purchased by collectors in Singapore is the Rolex Submariner. This rugged yet elegant dive watch is one of the oldest models in the brand’s catalog and continues to enjoy a legendary status. Despite its lengthy history, this sleek and functional timepiece reminds us of Singapore’s impressive infrastructure and modern artwork.
Australia
Top Selling Watch Brands:
- Top Watch Model:
- Omega Seamaster
Australia Pre-Owned Luxury Watch Revenue $40K
The Ploprof Omega Seamaster has the highest water resistance up to 1,200m
Surrounded by seas, Australia is recognized for its surf culture, diving destinations, and fascinating wildlife. For those that live there all year, looking for a practical pre-owned watch is simple—it must be water resistant, durable, and reliable. Perfect for that much desired beach to tux look, the Omega Seamaster delivers on all fronts, offering wearers a wide range of styles and impressive functions.
Japan
Top Selling Watch Brands:
- Top Watch Model:
- Omega Speedmaster
Japan Pre-Owned Luxury Watch Revenue $17K
The Speedmaster landed on the moon in 1969. Nearly 20 years later in 1990, Japanese probes orbited the moon.
It may just be a coincidence, but Japan is among the few countries that have launched successful space missions to the moon—perhaps foreshadowing their inclination toward the infamous Moonwatch. On a more practical note, the Omega Speedmaster delivers extreme precision, reliable functionality, and a striking design that catches the attention of collectors. With limited editions and unique iterations, the intrigue and exclusivity surrounding this model has only heightened its reputation, making it highly sought after by those near and far.
Hong Kong, China
Top Selling Watch Brands:
- Top Watch Model:
- Rolex Datejust
Hong Kong Pre-Owned Luxury Watch Revenue $44K
Datejust watches are COSC-certified chronometers
As a one of the most densely populated cities in the world, Hong Kong also has the most skyscrapers—nearly double that of New York City. But how does this relate to their taste in timepieces? The Rolex Datejust was the top selling pre-owned model in Hong Kong, and with its almost endless amount of iterations and practical everyday wearability, it’s easy to see why. As the hustle and bustle of this big city offers residents numerous options when it comes to food, entertainment, and occupation, they appreciate the same when shopping for a luxury watch. Plus, an everyday piece that matches nearly any attire is perfect for those who are on the move.
Germany
Top Selling Watch Brands:
- Top Watch Model:
- Omega Speedmaster
Germany Pre-Owned Luxury Watch Revenue $20K
Omega added “Professional” to the Speedmaster dials in 1964
Germans opt for innovative and precise watches from brands like Breitling and Omega. The Omega Speedmaster is a favorite model, known for its reliable and rugged character. This sporty chronograph is a practical choice for professionals living in Frankfurt, as it can be easily worn from the office to a weekend soccer match.
Switzerland
Top Selling Watch Brands:
- Top Watch Model:
- Rolex Submariner
Switzerland Pre-Owned Luxury Watch Revenue $36K
The Submariner was introduced to the public in 1954
Home to some of the top luxury watch brands in the world, Switzerland is a watchmaking mecca. Geneva is one of Switzerland’s most important watchmaking cities, where brands like Rolex and Patek Philippe remain headquartered to this day. Switzerland also boasts famous diving spots such as Ticino and the Verzasca River. Whether scuba diving, exploring the Swiss Alps, or walking the streets of Zurich, the Swiss opt for the Rolex Submariner because of its versatile and sporty style.
United Arab Emirates
Top Selling Watch Brands:
- Top Watch Model:
- Rolex Datejust
United Arab Emirates Pre-Owned Luxury Watch Revenue $97K
The Datejust is known as the “classic watch of reference”
The United Arab Emirates draws millions of tourists each year to their two largest cities, Dubai and Abu Dhabi. Dubai is home to impressive architecture, like the world’s tallest building, Burj Khalifa, at 2,717 feet. Since 2015, Dubai Watch Week has hosted one of the largest non-commercial events for the international watch community. This event allows collectors, brands, watchmakers, and the media to connect and share the latest in the industry. As many watch enthusiasts and collectors tend to gravitate toward Rolex, it’s no surprise that one of the top selling models in the UAE is the Rolex Datejust. This quintessential model is an essential for busy professionals in Dubai’s urban environment.
All purchase data presented in this article are based on 2017-2021 WatchBox internal Sales data. Additionally, supplemental information for each country was pulled from highly-vetted sources outlined in the resources section.
Sources:
- https://www.statista.com/outlook/cmo/luxury-goods/luxury-watches-jewelry/worldwide?currency=usd
- https://www.investopedia.com/insights/worlds-top-economies/#13-australia
- https://en.wikipedia.org/wiki/List_of_countries_by_GDP_(nominal)
- https://www.millenarywatches.com/facts-about-rolex-datejust/
- https://www.hindustantimes.com/india-news/chandrayaan-sets-for-moon-touchdown-these-countries-have-been-there/story-zesVdCOZb9OTqVeEcOOL6J.html
- https://www.dubaiwatchweek.com/about-us/
- https://www.rolex.com/watches/datejust.html