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Outbyte PC Repair FREEClear out junk files and repair common Windows errorsFree Scan →Outbyte Driver Updater FREEScan for outdated or missing drivers - takes under a minuteDriver Scan →In MONOCHROME’s ranking of estimated 2019 watch-sales value, Rolex placed first, followed by Omega and Cartier. The list, published on 2 February 2020, covers ten Swiss brands and compares estimated sales value with estimated watches sold; it is a historical snapshot, not a current ranking or an official industry league table.
Top 10 Swiss watch brands by estimated 2019 sales value
The figures below are MONOCHROME’s estimates of watch sales for 2019, published in 2020. They are not audited results or brand-reported totals. MONOCHROME said the estimates drew on sources including Vontobel and Morgan Stanley figures from prior years, alongside its industry knowledge, and made no representation that they were accurate or complete. Values are in Swiss francs (CHF) and refer to watches only.
| Rank | Brand | Estimated watch-sales value | Estimated watches sold |
|---|---|---|---|
| 1 | Rolex | ~ CHF 5,500 million | 950,000 |
| 2 | Omega | ~ CHF 2,350 million | 650,000 |
| 3 | Cartier | ~ CHF 1,700 million | 450,000 |
| 4 | Longines | ~ CHF 1,650 million | 1,600,000 |
| 5 | Patek Philippe | ~ CHF 1,500 million | 60,000 |
| 6 | Audemars Piguet | ~ CHF 1,200 million | 40,000 |
| 7 | Tissot | ~ CHF 1,000 million | 3,500,000 |
| 8 | IWC | ~ CHF 825 million | 100,000 |
| 9 | Hublot | ~ CHF 670 million | 60,000 |
| 10 | TAG Heuer | ~ CHF 650 million | 500,000 |
Source for every value and rank: MONOCHROME Watches, “What are the Top 10 Swiss Watch Brands in 2019?”, Xavier Markl, published 2 February 2020. The outlet described the figures as its own estimates and disclaimed accuracy and completeness.
Why sales value and unit volume give different rankings
This is a ranking by estimated sales value, not by the number of watches sold. Longines, fourth by value, has an estimated 1.6 million units, more than any brand above it. Tissot ranks seventh by value but leads the list in estimated volume, at 3.5 million watches. Conversely, Patek Philippe and Audemars Piguet are higher in estimated sales value despite unit estimates of 60,000 and 40,000 respectively. The table therefore describes two different kinds of scale; it does not establish precise market shares or an independently verified order.
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Why the figures are estimates
MONOCHROME noted that many watch brands are secretive about sales. It also said publicly listed groups including Swatch Group, Richemont and LVMH do not disclose brand-specific detail in their financial statements. That lack of comparable public brand-level reporting helps explain why the ranking uses estimates rather than confirmed brand results. Its underlying figures remain the publication’s estimates, not the companies’ own reporting.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.How to read this as a historical snapshot
MONOCHROME framed the 2019 market with a slight rise in Swiss watch export value that year and pressure in preceding years on low- and mid-priced segments as smartwatches expanded. The article does not provide an export data series alongside that context, so it should be read as the publication’s framing rather than a detailed account of export trends.
Rank #2
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The ranking answers a narrow historical question: which Swiss brands MONOCHROME estimated had the highest watch-sales value in 2019, and how its estimated unit counts compared. It does not compare current models, prices, movements, materials or present-day availability, and it should not be used as a ranking of today’s market.
Quick Recap
Best Value
- Case Size: 40.00 mm, Band Width: 20 mm, Case Thickness: 10.23 mm
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Rank #4
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Rank #3
- COSC Certified Chronometer
- Case Size: 39.00 mm, Band Width: 20 mm, Case Thickness: 10.98 mm
- Automatic movement, 316L solid stainless steel bracelet, Roman dial type, Date
- Water-resistant up to a pressure of 10 bar (100 m / 330 ft): suitable for short periods of recreational swimming and showering, but no diving or snorkeling.
Product prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on Amazon at the time of purchase will apply.
