Updated October 27, 2026
10 minute readPast luxury watch market statistics vary widely because they measure different variables. To better gauge the market’s size and performance in 2026, we compared data from several sources side by side, including Swiss watch exports, estimated brand sales, consumer research, and secondary-market data.
Overall, the market has seen noteworthy changes over the past several years. Swiss watch exports declined in both 2024 and 2025 but increased 2.7% during the first nine months of 2026, compared with the same period in 2025. Meanwhile, the pre-owned market grew by 36.4% in 2025. Rising retail prices, a growing secondary market, and changing consumer preferences have all influenced how people buy and sell luxury watches.
Key Statistics
- Swiss watch exports totaled $30.9 billion (CHF 25.56 billion) in 2025, a 1.7% decline from 2024. Federation of the Swiss Watch Industry (FH), 2026.
- Swiss watch exports increased 2.7% from January to September 2026 compared to the same period in 2025. Federation of the Swiss Watch Industry (FH), 2026.
- The volume of exported Swiss wristwatches rose 5.5% during the first nine months of 2026, totaling approximately 11.12 million watches. Federation of the Swiss Watch Industry (FH), 2026.
- Rolex accounted for about 32.9% of the estimated Swiss watch market in 2025, according to Morgan Stanley and LuxeConsult (February 2026).
- Pre-owned luxury watch sales reached $16.73 billion in 2025, up 36.4% from the previous year, according to EveryWatch (February 2026).
- The WatchCharts Overall Market Index increased 8% over 12 months ending October 22, 2026, suggesting rising prices across 300 luxury watches tracked by WatchCharts.
- In Deloitte's 2025 Swiss Watch Industry Study, 40% of Gen Z consumers surveyed intended to buy a pre-owned luxury watch within the next 12 months.
Luxury Watch Market Size: 2025 – 2026
According to Bain & Company and Fondazione Altagamma, global new luxury watch sales were estimated at $58.13 billion (€52 billion) in 2025, with around $1.61 trillion (€1.44 trillion) in total worldwide luxury spending for comparison. With prices stabilizing in the first half of 2026, the firm expects overall global luxury sales to reach $1.61 to $1.64 trillion (€1,440-€1,470 billion) by year-end. So, while watch sales are in the billions, the luxury watch market size is relatively small at about 3.6% of the overall luxury sector. Other segments include luxury items like high-end cars, fine art, and jewelry, as well as hospitality and experiences. Alternatively, a different study by EveryWatch reported $16.73 billion in pre-owned watch sales in 2025. We will have to wait until year-end at the very least for reports on how the luxury market performed in 2026.
The data below illustrates other facets of the industry for an even deeper look at the size of the luxury watch market. Swiss watch exports totaled $30.9 billion (CHF 25.6 billion) in 2025 and $23.52 billion (CHF 19,465 billion) as of September 2026, according to the Federation of the Swiss Watch Industry, while a ranking of the top 50 luxury brands reported $58.59 million (CHF 48,485 million) in retail sales. However, the latter is only a portion of the market.
Luxury Watch Market Size: Latest Available Statistics
| Measure | What It Counts | Value | Change | Period | Source |
| Swiss watch exports | Total export value of Swiss watches, including wristwatches, movements, and other timepieces | $30.9 billion (CHF 25.6 billion) | -1.7% | 2025 | FH |
| Swiss wristwatch exports | Export value of Swiss wristwatches specifically | $29.48 billion (CHF 24.4 billion) | -1.7% | 2025 | FH |
| Swiss watch market at retail value | Estimated retail sales value of the top 50 Swiss watch brands | $58.59 million (CHF 48,485 million) | +0.9% | 2025 | Morgan Stanley / LuxeConsult |
| Swiss watch market at wholesale | Estimated wholesale sales value of the top 50 Swiss watch brands | $37.82 million (CHF 31,297 million) | +1.0% | 2025 | Morgan Stanley / LuxeConsult |
| Global new luxury watch sales | Estimated worldwide sales of new luxury watches | $58.13 billion (€52 billion) | +1.0% | 2025 | Bain / Altagamma |
| Pre-owned market tracked transactions | Value of pre-owned watch transactions tracked across dealer and auction channels | $16.73 billion | +36.4% | 2025 | EveryWatch |
Estimates differ because they measure different aspects of the luxury watch market: Swiss exports, estimated retail and wholesale sales for the top 50 brands only, global sales of new luxury watches, and pre-owned watch transactions.
Swiss Watch Exports: 2019–2026
The data below, sourced from the Federation of the Swiss Watch Industry (FH), tracks watch exports from 2019 to 2025, with year-to-date figures through September 2026. The sharp 33.2% decrease from 2019 to 2020 reflects the effects of COVID-19 on the overall global economy, with numbers slowly correcting in the years that followed.
The rest of the numbers tell a rather interesting story. For comparison, watches exported in 2013 were over 28 million units, and by 2018, they were around 23.7 million, according to older reports from the Federation of the Swiss Watch Industry. The data below suggests the market has been shrinking in units exported over the past several years (approximately 14.6 million wristwatches in 2025), yet at the same time is shifting toward higher-value watches. In 2024 and 2025, for example, units fell by 9.4% and 4.9%, respectively, while value fell only slightly, by 2.8% and 1.7%.
2026, however, gives us a bit more insight. Swiss watch exports rose 2.7% in the first nine months of the year. Additionally, the number of wristwatches exported rose 5.5%. The key takeaway is that these figures suggest Swiss watch exports are beginning to recover in both value and volume following two consecutive years of decline.
Swiss Watch Exports by Year: 2019–2026
| Year | Total Exports (USD/CHF billions) | Change in Value | Wristwatch Units | Change in Units |
| 2019 | $26,198.62/ CHF 21,680.6 | +2.4% | 20,633,566 | -13.1% |
| 2020 | $20,542.27/ CHF 16,999.7 | -21.6% | 13,780,199 | -33.2% |
| 2021 | $26,949.63/ CHF 22,302.1 | +31.2% | 15,731,030 | +14.2% |
| 2022 | $30,039.49/ CHF 24,859.1 | +11.5% | 15,788,938 | +0.4% |
| 2023 | $32,322.38/ CHF 26,748.3 | +7.6% | 16,926,085 | +7.2% |
| 2024 | $31,409.80/ CHF 25,993.1 | -2.8% | 15,341,257 | -9.4% |
| 2025 | $30,885.00/ CHF 25,558.8 | -1.7% | 14,594,270 | -4.9% |
| 2026 YTD | $23,521.31/ CHF 19,465.0 | +2.7% | 11,122,395 | +5.5% |
2026 numbers are cumulative as of September 2026.
Luxury Watch Market Share by Brand: 2025
Morgan Stanley, in collaboration with LuxeConsult, compiles an extensive report every year that ranks the Swiss industry’s top brands. While sales and production volumes are estimates (Swiss brands don’t typically publish revenue), the numbers are telling and give anyone interested in the industry valuable insight into how the biggest players are performing year after year.
The top-ranking brands for 2025 were Rolex, Cartier, Audemars Piguet, Patek Philippe, Omega, and Richard Mille, with Rolex accounting for 32.9% of market share. The chart below also shows that every brand increased sales last year except Omega, which fell by 8%. As a result, Omega fell from the 3rd-ranked brand to fifth, edged out by Audemars Piguet and Patek Philippe. The shift is due, in part, to growth in the $60,000-and-over segment, which increased in export value by 89% in 2025.
The Largest Swiss Watch Brands by Estimated Sales: 2025
| Brand | Rank | Estimated Wholesale Value (USD/CHF Millions) | Estimated Units Sold | Sales vs. 2024 |
| Rolex | 1 | $12,940.65/ CHF 10,709 | 1,150,000 | +4% |
| Cartier | 2 | $3,327.91/ CHF 2,754 | 695,000 | +10% |
| Audemars Piguet | 3 | $2,291.11/ CHF 1,896 | 53,000 | +9% |
| Patek Philippe | 4 | $2,884.43/ CHF 2,387 | 72,000 | +9% |
| Omega | 5 | $2,230.69/ CHF 1,846 | 460,000 | -8% |
| Richard Mille | 6 | $1,479.07/ CHF 1,224 | 5,950 | +9% |
Rolex holds about a third of the overall estimated market share. Together, the “Big 4” brands, including Rolex, Audemars Piguet, Patek Philippe, and Richard Mille, account for 51%.
Pre-Owned Luxury Watch Market Statistics: 2025–2026
According to a report by EveryWatch, the pre-owned market was valued at $16.73 billion in 2025, with $15.65 billion from dealer sales and $1.09 billion from auctions. That represents a 36.4% increase from the previous year and reflects continued growth across the secondary market. Factors driving those numbers include lower prices than retail and greater access to models that are difficult to buy through authorized dealers.
Brands are adapting as well. Rolex’s certified pre-owned program, developed to gain control over the growing secondary market, grew 204% from previous years to around $590 million in 2025, according to the same report. Compared with identical pre-owned watches sold through non-certified programs (grey market dealers), Rolex’s CPO commanded a premium of around 25%, depending on the model, showing the value and reassurance of brand-backed pre-owned programs.
We also considered the WatchCharts Overall Market Index when analyzing the pre-owned market’s recent performance. The index tracks 300 watches from 10 leading luxury watch brands to measure price changes over time. As of October 22, 2026, the index had increased 8% compared to the same period the previous year, suggesting that pre-owned watch values are recovering from prior declines.
The Pre-Owned Luxury Watch Market: 2026
| Metric | Value | Period | Source |
| Total tracked pre-owned watch transactions: Dealer Sales | $15.65 billion | 2025 | EveryWatch |
| Total tracked pre-owned watch transactions: Auction Sales | $1.09 billion | 2025 | EveryWatch |
| Rolex Certified Pre-Owned sales | $590 million | 2025 | EveryWatch |
| Change in secondary market watch prices | +8.0% | 12 months ending October 22, 2026 | WatchCharts |
| WatchCharts Overall Market Index | 38,718 | 12 months ending October 22, 2026 | WatchCharts |
Another factor to consider is consumer demographics and buying preferences. A 2025 Swiss watch industry study by Deloitte found that more than 60% of consumers surveyed purchase watches in person. Among them, 51% cited being able to try on the watches, while 44% valued the guidance and brand experience of a salesperson. The study also found that younger buyers are expressing interest in buying pre-owned watches, with 40% of Gen Zers saying they intended to buy a pre-owned watch within the next 12 months, compared to 20% of Baby Boomers. Affordability was a leading motivation, cited by 53% of respondents, while 36% were interested in greater access to unique or discontinued models.
The 2025 Deloitte Survey included 6,500 consumers in Switzerland and across top export markets for Swiss watches, including China, France, Germany, Hong Kong, India, Italy, Japan, Singapore, the United Arab Emirates, Mexico, the United Kingdom, and the United States.
How Buyers Purchase Watches
| Channel | Share of Consumers |
| Buy Watches In-Store | More than 60% |
| Buy Watches Online | 30% |
| Prefer Multi-Brand Stores | 38% |
| Prefer Brand Boutiques | 23% |
Luxury Watch Demand by Country: 2025–2026
Which countries buy the most Swiss luxury watches? So far in 2026, the United States leads in luxury watch demand. Compared with the same period in 2025, exports are up 85.7% to a reported $353.94 million (CHF 292.9 million). France is close behind, with reported exports of $297.87 million (CHF 246.5 million) so far in 2026, up an astonishing 128.2% from last year. In total, the US holds 13.2% of the Swiss exports market, with France holding 11.1%.
Top Markets for Swiss Watch Exports: 2026
| Rank | Market | 2026 Exports (USD/CHF Millions) | Change vs. 2025 | Share of Total |
| 1 | United States | $353.94/ CHF 292.9 | +85.7% | 13.2% |
| 2 | France | $297.87/ CHF 246.5 | +128.2% | 11.1% |
| 3 | Japan | $214.25/ CHF 177.3 | +12.3% | 8.0% |
| 4 | United Kingdom | $198.54/ CHF 164.3 | -5.2% | 7.4% |
| 5 | Hong Kong | $193.95/ CHF 160.5 | +3.0% | 7.2% |
| 6 | China | $157.21/ CHF 130.1 | -14.2% | 5.8% |
Frequently Asked Questions
How big is the global luxury watch market in 2026?
The global luxury watch market was estimated at $58.13 billion (€52 billion) in 2025, according to Bain and Altagamma. Since then, Swiss watch exports have increased 2.7% during the first nine months of 2026, according to the Federation of the Swiss Watch Industry.
Why do luxury watch market size estimates differ so much?
Luxury watch market size estimates differ because they measure different aspects of the industry. For example, the Federation of the Swiss Watch Industry tracks metrics like Swiss watch exports, while EveryWatch focuses on secondary-market transactions. Other reports, such as those from Morgan Stanley and LuxeConsult, estimate other metrics like retail and wholesale sales.
Are Swiss watch exports up or down in 2026?
Swiss watch exports are up 2.7% year over year as of September 2026, according to the Federation of the Swiss Watch Industry.
Which country buys the most Swiss watches?
The United States was the largest export market for Swiss watches as of September 2026, with $353.94 million (CHF 292.9 million) in exports, making up 13.2% of the market share.
What is Rolex’s market share?
Rolex accounts for 32.9% of the Swiss Watch luxury market, according to Morgan Stanley and LuxeConsult.
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Sources
- Qollateral Research Study. New York, NY. October 2026.
- Swiss Watch Export Statistics: January–September 2026. Federation of the Swiss Watch Industry FH, October 2026. FH Website.
- Swiss Watcher 2025 Report. Morgan Stanley and LuxeConsult, February 2026. Hodinkee.
- Swiss Watch Industry Study 2025. Deloitte Switzerland, 2025. Deloitte report.
- The $16.7B Market Reshaping Luxury Watches. EveryWatch, 2026. EveryWatch.
- WatchCharts Overall Market Index. WatchCharts, October 22, 2026. WatchCharts.
- Annual Luxury Study. Bain & Company and Fondazione Altagamma. December, 2025. Bain.
