Who Topped the 2025 Vogue Business Watch Index?

"2025 has painted a daunting picture for the luxury watch industry. Swiss export growth is flat (-0.1% in H1 2025), raw material prices are soaring to record levels, and Swiss import tariffs from the US are threatening anticipated growth. At the same time, 36% of luxury watch consumers are concerned about the cost of living and inflation, meaning a high-spending audience may well be deterred by rising prices, while aspirational customers could be shut out of the market entirely."

"While the watch industry continues to shapeshift, its top three brands - Cartier, Omega and Rolex - remain resilient, bolstered by strong brand awareness and perceptions of quality. Tag Heuer entered the top five for the first time, rising to fourth place, as its strategy - focused on markets beyond China - began to bear fruit across both marketing performance and consumer perception. Tag Heuer's rise saw Longines drop to fourth position, while Chopard, previously ranked fifth, fell to eighth."

2025 brought multiple headwinds to the luxury watch sector: flat Swiss export growth (-0.1% in H1 2025), record raw material prices, and potential US import tariffs. Thirty-six percent of consumers express concern about cost of living and inflation, risking reduced demand among high-spending and aspirational buyers. Consumer purchase intent rose two percentage points year-over-year, led by Audemars Piguet, Cartier and Zenith, with increased perceptions of brand heritage and design driving demand. Cartier, Omega and Rolex remain the top three by awareness and perceived quality. Tag Heuer entered the top five, displacing Longines and contributing to broader market reshuffling. Rankings analyze marketing, purchase intent and technological advancement.

Read at Vogue