The Top 20 Swiss Watch Brands Based On Statistics - Watch Market 2024

In this video, we break down the Swiss watch retail report published by LuxeConsult & Morgan Stanley. In the video, we look at the top 20 brands in Swiss watchmaking based on sales as well as recap some other key findings from this year's report. Did any of the names on the list surprise you?
For more details about the report, please follow Oliver Müller & LuxeConsult: the_ignoran...
www.luxeconsult.ch/
Shop Watches: teddybaldassarre.com/
Written Content: www.teddybaldassarre.com/blog
Subscribe To Our Newsletter For The Latest Watch Releases, & Special Offers In Our Shop: teddybaldassarre.com/?email=s...
Instagram: teddybaldas...
Top Articles On TeddyBaldassarre.com:
50 Luxury Watch Brands You Should Know: teddybaldassarre.com/blogs/wa...
10 Affordable Watch Brands And Their Best Watches: teddybaldassarre.com/blogs/wa...
Best Watches Under $5,000 Complete Guide: teddybaldassarre.com/blogs/wa...
Timestamps
0:00 Intro & Organization
1:12 Top 10 Brands
7:30 Rounding Out The Top 20

[@wills8946]

When I was 25 I got laid off from my first job and had to sell my collection to get by. That included my favorite piece, an Oris Big Crown. I worked whatever jobs I could find at the time, and by 29 I had paid off my student loans and debt. Then covid hit and set me back again. At 32 I started a new career in Sales and bought an Orient Bambino to celebrate. I needed a budget piece, and your channel helped me narrow the playing field. This year I turned 33 and my career has started to take off. After 8 years, I can proudly say that a new Oris entered my collection. It reminds me of the work I put in to get here, and the obstacles I had to overcome. For that reason it will always be one of my favorite brands. It’s cool to see the industry growth and a healthy enthusiast community. Watches can represent many things, mine tell a story and capture a moment in time. It’s been fun watching your channel grow over the years, and you deserve all the success you’ve earned!

[@yosoypan77]

This give me hope, thank you bro.

[@edldb3]

That’s dope, man. Keep grinding!

[@pr0blem96]

proud Oris owner here! (divers 65, the green Mr. Porter one) from the bottom of my enthusiast heart, congratulations and I hope you keep up the good work & never have to sell any of your hard-earned watches ever again! 😊

[@wills8946]

Thank you! The divers 65 is a great watch. The deep green on the Mr. Porter is class! No matter what happens next, my Artelier Skeleton is coming to the grave with me 😂 Next milestone I’ll get one of their in house movements. Oris is a great independent brand, and I think they’re moving in a good direction.

[@thecajunvacationer3064]

Great story. Keep chipping away brother, sometimes the grind is necessary, but it’s what makes it all worth it in the end

[@AppalachianChaplin]

Teddy, i want to say thank you for changing my life indirectly! I transitioned from being a manual machinist to a watchmaker after seeing some of your videos! I had no interest in timepieces before, and never even considered it a potential career. Little did i know, Mr. Teddy here would peak my curiousity, and make me seek out options in the field. Reached out on indeed to a couple places, and then one i didnt even apply to reached out to me, said they loved my work experience and leadership skills (i had worked my way to lead machinist at my shop), and offered to send me to watchmaking school and become a certified watchmaker! I now make more money than i ever wouldve machining, and i genuinely love my job! Theres not a single day i struggle to want to be there. So, thank you Teddy, for inserting a new line of thinking into my brain, that led to a beautiful change in my life. Youre awesome, buddy!

[@TeddyBaldassarre]

What an incredible story! I am honored to know you watch the channel. Keep at it and enjoy the weekend, my friend!

[@AppalachianChaplin]

@@TeddyBaldassarre you as well, sir!

[@Bhanuandrehana]

Oh wow, I love your story sir!!! I have picked serious interest in watches thanks to TEDDY, just started my watch collecting journey with my first Seiko 5. I know it’s not a big deal but to me it is and I love that watch… Thank you for making videos and sharing all the knowledge Teddy, what you do is incredible. People these days atleast most say watches have no use these days with mobile phones in hand, but I love watches all thanks to you❤…

[@lexusenthusiast6414]

Congrats man you're living the dream :)

[@AppalachianChaplin]

@lexusenthusiast6414 thank you! I don't take it lightly or for granted. I'm very very very blessed to have the opportunity I have🙏😊

[@HaiCitizen89]

I love Omega❤

[@Blur517]

The Richard Mille stat is insane. Who is buying these?! Also, I know it's not Swiss, but where do brands like Seiko stand in comparison in the global metric?

[@obud3777]

RM is bought by idiots! 😮😮

[@daniellehotsky1776]

Richard Mille is Invicta of luxury brands.

[@alschmidt8963]

Richard mille has celebrities endorse his watches.

[@Jason_Quinn]

Well, they only have to sell five or six of them at those prices.

[@MrLouislaf]

Rich people who like tacky and garish watches. Being rich doesn’t equate class, therefore Richard Mille finds many suckers. 😂

[@nickmcfarland6822]

I see Teddy, I click

[@martinpansegrau]

Me too 😁

[@markmendoza3121]

Agree!

[@domsdomsdomsdoms]

hear hear!

[@Sniipez-]

We are simple men

[@gmedina5678]

Totally!!

[@nichme910]

Absolutely love the watch business videos! So interesting, gives useful context to the hobby, and just not a lot of people are making these videos

[@chav44]

I was actually expecting more growth from Tudor. They are still a long way from "overtaking" Omega, as some creators like to say. Love both brands!

[@sivokasivokov]

This is what corrupt bloggers say

[@TheBrah808]

All these trash bloggers getting paid for tudor garbage. No one wants there junk. Hence the fall off.

[@Sniipez-]

I expected Tudor to have more growth as well, but I highly doubt they will reach Omega's level.. 😅

[@tpineiro9107]

I don't think Tudor will reach Omega status. People forget that Tudor became relevant since the blackbay 58, before that he had always been in the shadow of Rolex. However, Omega is a brand with much more history, contributions, variety, among others.

[@emphasis20]

Usually it's people who pray at the Rolex altar that say that.

[@miguelarguello7113]

This yearly series is one of the most interesting watch-related videos I have seen in YT... please keep doing them!

[@sijomi2]

Really happy to see Tissot in Top 10 ,as it comes in to an affordable Brand Band for Comman man ❤

[@utsavrahut]

Always love the quality of content from you Teddy. Congratulations on 1 million subscribers.

[@VC-zh5vq]

Thank you Teddy. I’m just getting into watches after only wearing g shocks all my life. I’m on your channel all day lol

[@NCSheriff7]

Rip your wallet.

[@VC-zh5vq]

@@NCSheriff7 😂😂😂

[@TeddyBaldassarre]

Thanks for the support my friend! Remember, it’s a marathon not a sprint.

[@kishanagarwal637]

@@TeddyBaldassarrewow, such a great way to put it, i recently got interested in the world of watchmaking and a couple weeks earlier i was making a list of 6-7 watches which i have to own before the age of 25 (i am 22 right now) and it was causing me a little trouble thinking about the financial discomfort which it might put me into but this comment just changed my perspective.

[@speedracer2please]

I still have two G-Shocks, they're great! Now you'll just have something to look nice for other occasions.

[@Yiha94]

This was really interesting Teddy. Not too long but all the important info with great editing, images, graphs etc... THANK YOU! Perfect video.

[@HAWAIIKY808]

Mahalo, for another great video Teddy!!

[@ggndrums]

Teddy - I always look forward to your videos. So insightful and informative. I also want to say congratulations on hitting the 1m mark for KZbin subs. An incredible feat for a channel I've been following for the last eight years. Very excited for you! Well done to you and your team!

[@derekcaan7686]

Loved the deep dive and analysis of the Swiss Watch industry especially the breakdown by brands. Great video

[@nauyanelias]

Incredible stuff, much appreciated among the enthusiasts. Thank you for sharing!

[@erikc3057]

Great stuff Teddy! Love it when you do videos like this interpreting the Morgan Stanley list and breaking down market trends!

[@hugoavendano1930]

As usual, excellent video. Thanks Teddy

[@TeddyBaldassarre]

I am glad you enjoyed it! Thanks for the support.

[@BenMwatches]

Love the diverse content you provide Teddy!!! I watch all your videos 😊

[@1vegasdood]

Love all the metrics and delivery. Great review!

[@yoursureshotphotographypra8961]

Thanks for your take!❤

[@damianmitchell4226]

Very informative. I can appreciate these. Great video!

[@BigJeezie]

Patiently waiting on the CW Twelve X video. Newbie here watching a lot and learning. Thanks!

[@Sniipez-]

Im so obsessed with watches😂 Everytime I open youtube I see your videos and spend an hour on your channel.

[@jordanbarriaespinoza9626]

Thanks for this video ❤

[@9BallSlim]

Great info! Very timely.

[@tangoadvance8393]

I’m kind of amazed that Tissot is above Swatch.

[@TeddyBaldassarre]

Last year it was an even larger point of separation between them.

[@seotts9062]

@@TeddyBaldassarre I'm curious how big Oris is?

[@ImAlsoMerobiba]

@@seotts9062 You can find the reports online pretty easily. Oris is #43 on the list, 75m turnover, 52,000 units sold last year.

[@stevens1041]

@@seotts9062 I think its in the 40s or so, for top 50. Read a report once on it, top 50 swiss watch brands, Oris was further down the list than I expected. Shame, as they make great watches.

[@noneofus007]

Reality is that there are lots of non-Swiss brands like Seiko, Citizen, and all the German brands too. Can you do a video that includes all brands from every country?

[@daniellehotsky1776]

Reality is that nobody deny that there are brands from other countries too. 😆

[@Pouckie90]

I was about to ask this ! It would be interesting to know how much of the overall market are those Swiss brands.

[@anestishatzivasiliou3072]

Nice idea

[@thetruthhurts7500]

There is only Rolex..Sorry

[@pghj100]

Casio has sold the most watches as far as I know. They've sold over 109m

[@DrBob0910]

Excellent presentation!!!

[@philipghio8716]

Thanks Teddy great video, Hello from Gibraltar

[@m4jqp]

I know Teddy is covering a report by Morgan Stanley, but I gotta say, it's hard to believe that Rolex is crushing the market in new watch sales when you can't even go out and buy one.

[@petros4456]

Awesome presentation of your analysis! Hopefully we'll see more content like this!

[@brianj6701]

Great video and informative.

[@DavidRon]

Loved this! Next time, do the top 20 by volume rather than sales!

[@Bgpele]

Omega, Longines and Tissot.

[@theONEwatches713]

Such a great video Teddy. You’re the goat.

[@victors5010]

Great insight and analysis. Thank you!

[@millersx9]

Cool video and visuals. Thanks!

[@donniesmith125]

Really cool stuff!

[@IOSARBX]

Teddy Baldassarre, This is fantastic! I subscribed because I love it!

[@luisbecerra8128]

Keep these style of videos coming. Loved it!

[@finansowyluzblues]

Fantastic work, Teddy! Personally, I'm a modest watch enthusiast, and professionally, I'm involved in finance, so the sales figures for the holdings were right up my alley! Thank you very much 🤝

[@TimG--]

Great video & Content 🏌🏽‍♂️🇺🇸🥃

[@shoesters6298]

Your channel is the best, and it's not even close Teddy. Hope to visit you one day at your store~

[@ollienilson1644]

Nice Teddy, well done.

[@arielmatias7907]

Very interesting and thanks for sharing!

[@stellaharrison81]

Wonderful video Teddy

[@konradlorenz6411]

Thank you Teddy for this much valuable overview. A comparison with the figures of the japanese and german brands could be quite interesting. All the best for you and continue your fine videos on watches.😊

[@NunoxFerreira]

As a swiss guy working for one o those Top 10 brands i'm VERY HAPPY to see this figures. It's good news if everyone (almost😅) is growing year after year!! Btw i'm a Casio fanboy since a kid!!

[@bbeth38]

Love this stuff. Keep it coming.

[@zsb707]

I've been wearing Omega, Longines and Tag Heuer for decades. I'm glad they're still doing fine.

[@MiguelMartinez25]

Love this video, great insides into the watch market.

[@BobMarley-pm1xb]

Fine vid Teddy. Thanks

[@garysalisbury8949]

I Swiss brand i like is Titoni. It would be great to see you do a piece on them. Still family owned, after 100 years, they make some really nice stuff. The Seascoper is very well specced. Strangely, they dont really distribute much in the UK and US, so brand awareness is virtually zero, but theyve been popular in Eastern parts.

[@tomeverett2212]

I never realised that my Ball watch was so exclusive. I have several watches from the top five but it remains my favourite and most worn.

[@marcowens3223]

Teddy, I love these videos! I am too very interested in the business side of watches as well and it’s nice to see how companies do year-over-year. Thank you!

[@primothioszaruon9151]

Great video keep the good work

[@AbeKWest]

Would it be possible to one day make a video like this comparing these brands to those outside of Switzerland? I would be really curious to see how the likes of Seiko, Citizen, Nomos, A Lange & Sohne, etc stack up to the Swiss giants.

[@skyd8726]

Fascinating to see the (rough) numbers being made/yr. I didn't think they would be so high, especially for such high-end product.

[@sylvainbougie7269]

Very good, much appreciated

[@aarongemal4143]

Great content!!

[@Jay-vt2so]

Love data and static heavy videos 📈 extremely informative 🔥😎

[@user-jq4ve1vj1y]

Love the video and wondering where Zenith stands among top brands.

[@funnyspence4252]

Love the stats !!!

[@stevenjohnson5410]

I think it would be interesting to see a top 10 comparison of Swiss, German and Japanese brands against each other.

[@Not_Mark_Twain]

Agree, but hard to get good data. Swiss watchmakers have a big federation that makes data available to MS and COSC and METAS certification data helps with volume numbers. I am not aware of any comparable German or Japanese data sources.

[@thetruthhurts7500]

Nah

[@cecaju9516]

Great video! It would be interesting to see the global watch market numbers and how German and Japaneses watch brands compare.

[@thetruthhurts7500]

They don't

[@cecaju9516]

@@thetruthhurts7500 Casio and Seiko would be up there.

[@MyCenterMyEnergy]

Great Video, tks

[@kymeshagibbs9981]

Thank you this was very informative. I'm on my new journey in the watch industry and this was very helpful!

[@stephenfitt5633]

Great video, would definitely like more on the industry.

[@wowlsj]

Great to see the 24 update from your last 2023 report. Very educational, thank you, since watches can be very expensive, so I think it's good stewardship to understand the markets. "Teddy", is there similar report for Asian markets, and/or world markets?

[@abiggs]

Yup. Keep making these deep dive type videos. The data is really interesting.

[@BenNS1971]

Great Video

[@davebosworth9358]

This is possibly one of the most interesting videos you’ve done so far. The Watch market is so entirely introspective compared to the rest of the world economy. While I personally feel that investing in watches is a fool’s errand, knowing the depth and breath of the Market is captivating. Another excellent video, sir! Very, well done 👍🏻

[@muhammadksalem5587]

Informative and catchy video .. would be good to know which markets were buying ex. China vs Middle East vs last year

[@allestoll397]

Keep doing stuff like this. Great video. And yes, 2023 was a crazy Swatch year with all the iterations of the MoonSwatch, talking about Moonshine Gold, which continued in 2024 with two Snoopy MoonSwatches... They keep the hype running. 🙂

[@Matteo-lw8cl]

Thank you Teddy for the video, where can I find the full report?

[@celias66]

Thank you for your information. It would be interesting to comparative statistic on the market for Swiss watches versus Japanese watches.

[@thetruthhurts7500]

There is no comparison

[@vladyakubets]

Good stuff. I wish they also made a report that took into account more than just the Swiss watch sales.

[@rodneytraylor9892]

Love this channel for the hobby that I love

[@jbthor03]

Interesting video. Would definitely like to see more about the business side of watch sales.

[@ReadyAimFire_]

Pretty cool analysis, as a fan of German and Japanese watches id like to see also this kind of data for whole watch market.

[@thetruthhurts7500]

Nah

[@AlgoNudger]

I ❤ Breguet. 😊

[@2kn1]

I’m a proud owner of few tissot watches , I’m so happy tissot getting the recognition

[@repeatinfinite_]

Hey teddy I would love to hear your opinion on a debate between the oris aquis caliber 400 and the bb58, I think it's a close one between the two.

[@Tribe-zr3cv]

It would be interesting to know where Grand Seiko and even Citizen stack up

[@mathieugoasguen]

Love this analysis, thanks Teddy! Would love to see similar figures at a global scale: would that be possible in a next video? Many thanks!

[@ninang1295]

i love omega , im happy ive own planet ocean 39mm 😊😊😊

[@davidwarburton2915]

I love these business videos. I’m not even sure why, but I find the luxury watch business fascinating. American brands are probably too new and too small to get this level of information, but I’d be curious to see similar statistics for American brands. Japanese and German brands, as well.

[@sinuosalice-1434]

If bulova didn't scew everything up they would be around tissot

[@realistic_delinquent]

I’m pleased to see Oris remaining relatively small. Makes mine feel more exclusive.

[@user-qh1kr6jt6s]

This was absolutely a video worth watching.

[@tafatefemusic6013]

Great video, thanks Teddy! Pie charts at 10:57 not quite right…

[@Dagomanity]

Amazing stats. I would love to see one of Japan/Asia brands aswell (probably a shorter list) but would be cool to see.

[@magnushatzidimitriou9544]

Great content! Is there anything similar for global market? Including for example Japanese, German, British, American watches?

[@user-eo3bt7vf6n]

Keep it up Teddy we want more videos like this probably the world wide sales for 2023 if the numbers are available

[@sufyanshareef6302]

Perfect

[@sinjinadams2862]

Great video, keep doing them. Tudor was the biggest surprise for me. I thought they would have been much higher on the list. Not only that but they have actually fallen from last year.

[@TheBrah808]

They pay off a lot of youtubers to feed you garbage. Dont believe the hype!

[@dandistefano623]

More of this please, especially if you can tap the secondary market.

[@thetruthhurts7500]

No low brow crap thank you

[@zodathefrog8249]

Hi Teddy, Great Video, interesting insight. One tiny mistake though, minute 11 you say and write 75% but your piechart shows 66ish %, however doesnt change the information.

[@user-rs8sy3if7o]

HEY #nkuwan I have been watching you for years and im so proud of where you have made it! I love you so much! Also thanks for making my day

[@akshayjagadishrao9594]

You should do a video on the Japanese/german market. Great video as awlways.

[@thetruthhurts7500]

Nah

[@ImAlsoMerobiba]

Someone would need to capture the data. No one is doing it for those markets like Morgan Stanley is.