Rolex Remains the World’s Most Dominant Watch Brand in 2025

The world of luxury watches has never been more exciting, with independent brands like Rexhep Rexhepi and Berneron pushing boundaries in craftsmanship and innovation. Yet, when it comes to global dominance, one name remains untouchable—Rolex.

According to the latest report from Bezel, a secondary watch marketplace analyzing over $700 million worth of listings, Rolex continues to dominate the luxury timepiece sector, commanding 36% of total sales. This is more than double the market share of its closest competitor, Omega (14%), while Rolex’s sister brand, Tudor (12%), rounds out the top three.

A separate Morgan Stanley and LuxeConsult report echoes this trend, revealing that Rolex holds a staggering 30% share of the entire luxury watch industry, far surpassing Cartier, which stands at just 8%.

Let’s take a closer look at what’s driving Rolex’s continued reign in the world of horology.

The Most In-Demand Watches of the Year

Bezel provided an exclusive breakdown of its top 10 most-wanted watch models, based on consumer search data and transactions. Notably, Rolex dominates this list, with only one non-Rolex model—the Omega Speedmaster Professional Moonwatch—making the cut.

Top 10 Most-Wanted Watch Models in 2025

Key Takeaways from the List

• The Rolex GMT-Master II is the most popular watch model overall, appearing four times in different variations.
• The Rolex Daytona “Panda” remains one of the most in-demand chronographs.
• Omega’s Speedmaster Moonwatch is the only non-Rolex model to make the top 10, showing its continued popularity among collectors.

Most Popular Watch Series: Rolex vs. Competitors

When looking at watch families rather than specific references, the data becomes slightly more diverse, with brands like Audemars Piguet, Cartier, and Omega making their presence felt.

Top 10 Most-Wanted Watch Series in 2025

Notable Observations

• The Rolex Datejust remains the top-selling model series, thanks to its timeless design and accessibility compared to sportier Rolex models.
• Omega’s Speedmaster and Seamaster continue to be strong contenders, proving that the brand still holds significant weight in the industry.
• The Cartier Santos made the list instead of the Tank, which is a slight surprise given Cartier’s recent marketing focus on the Tank collection.
• Tudor Black Bay remains a strong competitor, offering a Rolex-adjacent alternative at a lower price point.

Luxury Watch Brands on the Rise

While Rolex maintains its dominance, several brands are gaining traction and carving out their own dedicated followings.

Emerging Luxury Watch Brands to Watch

Tudor, in particular, has seen a surge in demand, thanks to its heritage-driven designs and value-for-money offerings. Meanwhile, Grand Seiko continues to impress collectors with its handcrafted dials and high-accuracy Spring Drive movements.

What Watch Collectors Are Buying: Trends & Insights

Beyond brand dominance, Bezel’s report also revealed key consumer preferences shaping today’s watch market.

Top Trends Among Watch Collectors

What This Means for the Market

• Black dials reign supreme, followed closely by blue—both classic and versatile options.
• Stainless steel dominates due to its durability and timeless appeal.
• Larger watch sizes (40mm+) are more popular, while vintage-sized 36mm models are less favored, making up only 10% of sales.

Final Thoughts: Rolex’s Unwavering Grip on the Market

Despite growing competition, Rolex’s brand equity, reliability, and timeless designs continue to cement its place as the most powerful name in luxury watches.

Why Rolex Still Dominates:

✔ Unmatched Brand Prestige – Rolex remains the gold standard of luxury timepieces.
✔ Consistent Demand – The brand holds 36% of sales on secondary markets, more than double its nearest rival.
✔ Investment Value – Many Rolex models appreciate over time, making them a solid financial asset.
✔ Timeless Design – The brand rarely makes drastic changes, ensuring consistency and desirability.

For collectors and enthusiasts, the allure of Rolex isn’t just about telling time—it’s about owning a piece of history and craftsmanship.

Would you invest in a Rolex, or do you think other brands are gaining ground? Let us know your thoughts!