Morgan Stanley’s 2025 Top 50 Watch Brands Report: Rolex Leads Amid Rising Market Polarisation

2026-02-28 20:40:06

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The Morgan Stanley and LuxeConsult 2025 report on the Swiss watch industry reveals continued market contraction and strong polarization, with the top 4 brands accounting for over 50% of the market. Rolex maintains its leading position, despite a slight volume decline, while many other brands, especially those in the mid-tier, are struggling. The report also highlights the increasing premiumization of the market, with ultra-luxury watches driving growth despite low volumes.

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