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037 · 12 June 2019, 11:41 PM

FHH published an article on brand market share in 2018. The Swatch group has the bulk of the market combining all of their brands but Rolex dominated as a single brand.

Keep in mind this is retail market share of new watches sold and doesn't include the secondary market or classic/vintage sales.

Full article: https://journal.hautehorlogerie.org/...-watch-market/

tie219 · 12 June 2019, 11:44 PM

Not surprising to see..

Its interesting how far down Breitling is

jrs146 · 12 June 2019, 11:47 PM

This is why they don’t really care about the gray market. They have total domination of the market. Imagine if they actually were able (willing) to meet demand. Scary.

037 · 12 June 2019, 11:51 PM

I was surprised to see Patek so high.

Profit margins are interesting as well. Apparently Rolex, Patek and AP are running well-oiled machines.

Quote:

Whereas the operating margins of Rolex, Patek Philippe and Audemars Piguet exceed 30%, those of Richemont and Swatch Group are 16.45% and 13.6% respectively. Spot the difference…

Boothroyd · 13 June 2019, 12:26 AM

I wouldn't have expected Patek, Cartier, AP to be so large in share. Breitling surprised me too. Thought they would at least rival Tag Heuer. Thanks for posting!

Also, if Rolex manufactures and sells roughly 800,000 watches per year, it gives you a good read as to units the brands sell annually.

And JJ would be rooting for Rado to drop lower!

_speedmaster_ · 13 June 2019, 12:35 AM

Quote:

Originally Posted by tie219

Not surprising to see..

Its interesting how far down Breitling is

Breitling and Panerai surprised me with how little market share they have. Pretty surprised by Longines having that much. Good for them.

Pw92676 · 13 June 2019, 02:31 AM

Interesting. Thanks for sharing. I would have also thought Tag to be higher and longines much lower.

FTX I · 13 June 2019, 02:34 AM

Interesting. Thanks Erik.

JayHantz · 13 June 2019, 03:32 AM

Very interesting, indeed. I didn't know that Longines had such a large share.

FTX I · 13 June 2019, 09:01 AM

Quote:

Originally Posted by JayHantz

Very interesting, indeed. I didn't know that Longines had such a large share.

True. Great suprise for me. My first swiss watch was a Longines (still have and wear) and I really love the brand. Their history started in 1832 and the brand released many great watches so they deserve a lot of respect IMO.

https://www.longines.com/company/history/19th/1832

Fat_ninja · 13 June 2019, 09:10 AM

Is this in sales or profits?

037 · 13 June 2019, 09:55 AM

Quote:

Originally Posted by Fat_ninja

Is this in sales or profits?

The article says "sales and profits" so they must be factoring net bacon and dough.

Quote:

The report goes on to note that private players significantly outperformed listed ones in 2018, with Rolex, Patek Philippe and Audemars Piguet recording their highest ever sales and profits, as per its estimates.

037 · 13 June 2019, 09:58 AM

Quote:

Originally Posted by JayHantz

Very interesting, indeed. I didn't know that Longines had such a large share.

Keep in mind this is only for 2018, not all-time. Longines launched a few Heritage models recently that (IMO) likely contributed to their bump last year.

THC · 13 June 2019, 10:03 AM

ha Boom

Fleetlord · 13 June 2019, 10:15 AM

I can't see Tissot or Longines outselling Tag....

It's hard to believe Omega is that high..

I also think Rolex share is even higher than this report shows.

Rolex has absolute dominance in this space and it's only increasing.

JayHantz · 13 June 2019, 10:55 AM

Quote:

Originally Posted by 037

Keep in mind this is only for 2018, not all-time. Longines launched a few Heritage models recently that (IMO) likely contributed to their bump last year.

Ahhhh, great point. That slipped my mind when I saw the data. On a side note, some of the pieces in the heritage line were pretty nice! That three hander with the heat blued hands caught my eye.

DasKptl · 13 June 2019, 11:23 AM

Quote:

Originally Posted by _speedmaster_

Breitling and Panerai surprised me with how little market share they have. Pretty surprised by Longines having that much.

Yes, this surprises me, too.

I've never met anyone who wears Longines, while I've met those with Breitling and Panerai all the time.

Terrakot · 13 June 2019, 07:40 PM

Please show this round diagram to the next guy who will claim that his Rolex is "rare" or "unique"

Andad · 13 June 2019, 07:53 PM

Quote:

Originally Posted by Fleetlord

I can't see Tissot or Longines outselling Tag....

It's hard to believe Omega is that high..

I also think Rolex share is even higher than this report shows.

Rolex has absolute dominance in this space and it's only increasing.

Fat_ninja · 13 June 2019, 07:59 PM

Quote:

Originally Posted by 037

The article says "sales and profits" so they must be factoring net bacon and dough.

Thanks u

capital · 13 June 2019, 09:16 PM

How can they know for Rolex? It's a foundation with very limited public info.

Sent from my SM-G960F using Tapatalk

ArtNouveau · 13 June 2019, 11:52 PM

I'm also surprised by the low numbers for Breitling, Panerai, and TAG.

Fencer · 14 June 2019, 12:12 AM

Rolex - Toyota of watches?

The Libertine · 14 June 2019, 12:15 AM

Interesting statistics - thanks for sharing!

037 · 14 June 2019, 01:41 AM

Quote:

Originally Posted by Fencer

Rolex - Toyota of watches?

Haha, not quite. This is just market share for 2018 sales of Swiss watches. It's not saying that 22.2% of watch owners have a Rolex.

enjoythemusic · 14 June 2019, 01:52 AM

Quote:

Originally Posted by 037

I was surprised to see Patek so high.

They lowered quality over the years, and thus lower cost to produce while keeping prices very high is my guess. Rappers love the brand, too, so bling pieces are huge profit centers.

Tha Baron · 14 June 2019, 02:06 AM

Quote:

Originally Posted by 037

The article says "sales and profits" so they must be factoring net bacon and dough.

Sales AND Profit makes no sense

How are they getting these figures? I’m guessing this is a somewhat educated guess at the “market share”

Fencer · 14 June 2019, 02:18 AM

Quote:

Originally Posted by Tha Baron

Sales AND Profit makes no sense

How are they getting these figures? I’m guessing this is a somewhat educated guess at the “market share”

They are mostly guessing, as most companies do not disclose their sales.

037 · 14 June 2019, 02:49 AM

Quote:

Originally Posted by Tha Baron

Sales AND Profit makes no sense

How are they getting these figures? I’m guessing this is a somewhat educated guess at the “market share”

That's why I said "bacon and dough" as a bit of tongue-in-cheek. We don't know the exact ingredients other than them saying sales (number of units) and profit (how much they made). I assume using sales x profit means Rolex can outsell other brands by making more profit via fewer overall units sold. So, it kinda makes sense, no?

Even if it is a bit of a guessing game, the numbers seem to jive with market demand.

MinMay · 15 June 2019, 08:28 AM

I wonder what’s the percentage of Tudor representing Rolex.

12 June 2019, 11:41 PM	#1
037 2024 Pledge Member Join Date: Feb 2018 Location: USA Posts: 6,171	Watch brand market share 2018: Rolex on top FHH published an article on brand market share in 2018. The Swatch group has the bulk of the market combining all of their brands but Rolex dominated as a single brand. Keep in mind this is retail market share of new watches sold and doesn't include the secondary market or classic/vintage sales. Full article: https://journal.hautehorlogerie.org/...-watch-market/

12 June 2019, 11:47 PM	#3
jrs146 "TRF" Member Join Date: Aug 2011 Real Name: Josh Location: Lost in time Watch: Me Nae Nae Posts: 9,821	This is why they don’t really care about the gray market. They have total domination of the market. Imagine if they actually were able (willing) to meet demand. Scary. __________________ "Sometimes the songs that we hear are just songs of our own." -Jerome J. Garcia, Robert C. Hunter

13 June 2019, 12:26 AM	#5
Boothroyd 2024 ROLEX DATEJUST41 Pledge Member Join Date: May 2011 Real Name: Daniel Location: Minneapolis, MN Watch: Wilsdorf(s) Posts: 10,185	I wouldn't have expected Patek, Cartier, AP to be so large in share. Breitling surprised me too. Thought they would at least rival Tag Heuer. Thanks for posting! Also, if Rolex manufactures and sells roughly 800,000 watches per year, it gives you a good read as to units the brands sell annually. And JJ would be rooting for Rado to drop lower! __________________ Explorer 214270 MK I/Datejust II Black 116300/Tudor Heritage Black Bay Black 79220N

13 June 2019, 07:40 PM	#18
Terrakot "TRF" Member Join Date: Feb 2017 Location: Italy-Russia Watch: Rolex LVc/BLNR Posts: 670	Please show this round diagram to the next guy who will claim that his Rolex is "rare" or "unique" __________________ Ta-dah! "The best things in life aren't things"

12 June 2019, 11:44 PM	#2
tie219 "TRF" Member Join Date: Aug 2017 Real Name: Troy Location: Houston, TX Watch: 16710 GMT, BBR Posts: 926	Not surprising to see.. Its interesting how far down Breitling is

13 June 2019, 02:31 AM	#7
Pw92676 "TRF" Member Join Date: Jan 2018 Location: Georgia Posts: 6,123	Interesting. Thanks for sharing. I would have also thought Tag to be higher and longines much lower.

13 June 2019, 02:34 AM	#8
FTX I "TRF" Member Join Date: Feb 2013 Real Name: Flavio Location: N/A Posts: 14,652	Interesting. Thanks Erik.

13 June 2019, 03:32 AM	#9
JayHantz 2024 ROLEX DATEJUST41 Pledge Member Join Date: Jun 2018 Real Name: Jonathan Location: Texas Watch: @Escapementt Posts: 9,842	Very interesting, indeed. I didn't know that Longines had such a large share.

13 June 2019, 09:10 AM	#11
Fat_ninja Banned Join Date: May 2018 Real Name: Jonathan Location: USA Watch: P-01 Posts: 11,772	Is this in sales or profits?

13 June 2019, 10:03 AM	#14
THC 2024 ROLEX DATEJUST41 Pledge Member Join Date: Jun 2013 Real Name: Tom Location: Mandeville La Watch: 16610M Posts: 10,479	ha Boom

13 June 2019, 10:15 AM	#15
Fleetlord "TRF" Member Join Date: May 2013 Location: Vain Posts: 5,910	I can't see Tissot or Longines outselling Tag.... It's hard to believe Omega is that high.. I also think Rolex share is even higher than this report shows. Rolex has absolute dominance in this space and it's only increasing.

13 June 2019, 09:16 PM	#21
capital "TRF" Member Join Date: Feb 2019 Location: Europe Posts: 276	How can they know for Rolex? It's a foundation with very limited public info. Sent from my SM-G960F using Tapatalk

13 June 2019, 11:52 PM	#22
ArtNouveau 2024 Pledge Member Join Date: Jan 2013 Location: NWA, USA Watch: BLRO/Daytona/OP41s Posts: 4,950	I'm also surprised by the low numbers for Breitling, Panerai, and TAG.

14 June 2019, 12:12 AM	#23
Fencer "TRF" Member Join Date: Nov 2018 Location: usa Posts: 287	Rolex - Toyota of watches?

14 June 2019, 12:15 AM	#24
The Libertine Banned Join Date: May 2014 Real Name: Mike Location: BOS Watch: 16710;14060;214270 Posts: 6,375	Interesting statistics - thanks for sharing!

15 June 2019, 08:28 AM	#30
MinMay Banned Join Date: Apr 2015 Location: United States Posts: 2,410	I wonder what’s the percentage of Tudor representing Rolex.

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