The bar charts illustrate the market share distribution of six Swiss watch brands—Rolex, Omega, Cartier, Patek, Longines, and Audemars Piguet—in 2020 and 2021.
Overall, Rolex maintained the highest share in both years, strengthening its position in 2021, while all other brands saw a slight decline in market share. Among these brands, Rolex, Omega, and Cartier consistently held the largest portions of the market across the two years.
In 2020, Rolex led with a 39.5% market share, followed by Omega and Cartier at 15.6% and 14.5%, respectively. Patek, Longines, and Audemars Piguet each held similar shares, around 10%. By 2021, Rolex had further expanded its dominance to nearly half of the total market (46.7%), while Omega’s share dropped from 15.6% to 12.7%. Cartier, despite its share declining slightly to 13.8%, retained its position as the second largest brand after Rolex.
Among the three smaller competitors, Patek experienced the sharpest decline, falling from 10.3% to 8.8%, while Longines’ share decreased marginally from 10.1% to 9.1%. Interestingly, Audemars Piguet, which held the smallest share in 2020 at 10%, saw a slight rise to 9.1% in 2021, surpassing Longines.
In summary, Rolex strengthened its lead, while the other brands experienced either small declines or minimal changes, with Audemars Piguet making the most notable improvement among the smaller brands.