Rolex’s dominance in the luxury watch industry is a testament to its heritage, precision, and unmatched brand prestige. While independent watchmakers like Berneron and Rexhep Rexhepi are gaining traction with their artisanal craftsmanship and innovative designs, Rolex remains the gold standard—setting the pace rather than chasing trends. With its meticulous craftsmanship, timeless appeal, and reputation for reliability, Rolex continues to define luxury in the watch world. Even as new challengers emerge, its legacy and global demand keep it firmly at the top.
A recent report underscores just how far ahead Rolex is in terms of desirability. Over the past year, Rolex accounted for an impressive 36% of all sales in the watch market, more than double the second-place brand, Omega, which represented just 14%. Rolex’s sister brand, Tudor, came in third with 12%, solidifying the Crown’s dominance. These numbers are in line with recent data from LuxeConsult and Morgan Stanley, which place Rolex at the forefront with a commanding 30% share of the modern watch market, far outpacing competitors like Cartier, which holds 8%.
Despite the growing presence of independent brands, Rolex’s dominance remains overwhelming and consistent. When breaking down the most-wanted watches, Rolex is a clear leader. While the Omega Speedmaster, one of the most iconic watches in history, made an appearance, no other brand even cracked the top 10.
What truly stands out in this data is the dominance of the GMT-Master II family. With its enduring popularity, the GMT-Master II continues to be a favorite among collectors. From the classic blue and black bezel to the more recent monochromatic versions, the GMT-Master II seems to have captured the imaginations of watch enthusiasts worldwide.
While the Daytona has long been one of Rolex’s most sought-after models, the GMT-Master II has emerged as a dominant force in demand, reinforcing the brand’s enduring appeal. This trend underscores Rolex’s continued influence in the secondary market, where its timepieces remain highly coveted by collectors and enthusiasts alike. The brand’s ability to consistently capture attention, whether through subtle design evolutions or timeless craftsmanship, proves that Rolex isn’t just maintaining its status—it’s strengthening it. With an unrivaled legacy and a steadfast grip on desirability, Rolex shows no signs of losing its crown anytime soon.