2025’s Most Popular Men’s and Women’s Watches – Luxury Icons, Smartwatch Superstars, Fashion Favorites & Affordable Gems
Swiss exports reached a record CHF 26.7 billion in 2023. The Big Four—Rolex, Patek Philippe, Audemars Piguet, and Richard Mille—account for nearly 44% of Swiss watch market value. Rolex became the first Swiss brand to exceed CHF 10 billion in annual revenue and sold about 1.24 million watches in 2023, roughly 30% of the market. Rolex unveiled its first brand-new collection in over a decade in 2025. The Deloitte Swiss Watch Industry Study predicted the future of the watch industry is female. In 2025, 85% of women feel there are too many gender-specific watch models marketed to them, while 26%