According to the latest report by Morgan Stanley, Rolex not only retains its pole position as the number one Swiss watch brand, it also widens its lead with an estimated sale of 10.1 billion Swiss francs in 2023, a very impressive 11 per cent increase from 2022. Rolex's current market share of 30 per cent is unprecedented of any sector in the luxury industry. 

The Swiss watch companies are known to be heavily guarded about their sales numbers, so it’s important to note that this ranking by Morgan Stanley with co-author LuxeConsult is based on estimates, not actual numbers.

Rounding up the top five are Cartier, Omega, Audemars Piguet, and Patek Philippe. Interestingly, but perhaps not surprisingly, the combined total sales of these four are less than what Rolex did on its own last year.

For the first time since 2018, Swatch made an appearance in the top 20, boosted by the phenomenal success of the MoonSwatch, a collaboration with Omega.