{"id":537289,"date":"2026-03-01T10:27:57","date_gmt":"2026-02-28T23:27:57","guid":{"rendered":"https:\/\/dmarge.com\/?p=537289"},"modified":"2026-03-01T10:28:04","modified_gmt":"2026-02-28T23:28:04","slug":"rolex-sales-2025","status":"publish","type":"post","link":"https:\/\/dmarge.com\/watches\/rolex-sales-2025","title":{"rendered":"Rolex Sold A Staggering Number Of Watches In 2025"},"content":{"rendered":"<p>According to Morgan Stanley and LuxeConsult\u2019s annual Swiss Watcher report, the Crown pushed its sales up 4 percent to crack CHF 11 billion (roughly $14 billion AUD) for the first time ever. <\/p><p>That\u2019s a staggering number on its own, but here\u2019s the kicker: Rolex actually put <em>fewer<\/em> watches into the market to get there. Production dropped 2 percent, marking the second consecutive year of declining output, something that hasn\u2019t happened in over two decades.<\/p><p>Let that sink in. Fewer watches. More money. That\u2019s not just brand power; that\u2019s pricing power, and Rolex is wielding it like nobody else in the game.<\/p><p>RELATED: <a target=\"_blank\" href=\"https:\/\/dmarge.com\/watches\/rolex-waitlists-are-finally-cracking\" type=\"post\" id=\"534723\" rel=\"noreferrer noopener\">Rolex Waitlists Are Finally Cracking<\/a><\/p>                <div class=\"row row-center collapse\">\n                    <div class=\"column\">\n                        <div class=\"dmg-ad\"><div id=\"incontent-352086522\" class=\"ad-container\"><script type=\"text\/javascript\">var load_1758270236 = function () {googletag.cmd.push(function () {var slot_1758270236 = googletag.defineSlot(\"\/1017963\/DMarge\/incontent\",[[300,250],[320,100],[320,180],[336,280],[640,360]],\"incontent-352086522\").addService(googletag.pubads()).setTargeting('refresh', 'true');if (gamData && gamData.sizeMap && gamData.sizeMap.hasOwnProperty('incontent')) {slot_1758270236.defineSizeMapping(gamData.sizeMap['incontent']);}googletag.display(\"incontent-352086522\");});};adsQueue.push(load_1758270236);<\/script><\/div><\/div>                    <\/div>\n                <\/div>\n                    <div class=\"content-subscribe\">\n        <div class=\"subscribe-box\">\n            <p class=\"subscribe-title\">Curated news for men, <br\/>delivered to your inbox.<\/p>\n            <form class=\"subscribe-form\" method=\"POST\">\n                <div class=\"subscribe-input\">\n                    <label class=\"screen-reader-text\" for=\"subscribe-email\">Email:<\/label>\n                    <input type=\"email\" name=\"email\" id=\"subscribe-email\" placeholder=\"Enter your email\" required class=\"form-control\" autocomplete=\"on\" \/>\n                    <button type=\"submit\" class=\"button button-primary subscribe-button\">Sign Up<\/button>\n                    <input type=\"hidden\" name=\"source\" value=\"article\" \/>\n                    <input type=\"hidden\" id=\"_wpnonce\" name=\"_wpnonce\" value=\"e2df992756\" \/><input type=\"hidden\" name=\"_wp_http_referer\" value=\"\/wp-json\/wp\/v2\/posts\/537289\" \/>                <\/div>\n                <div class=\"form-result\"><\/div>\n            <\/form>\n            <p class=\"subscribe-copy\">Join the DMARGE newsletter \u2014 Be the first to receive the latest news and exclusive stories on style, travel, luxury, cars, and watches. Straight to your inbox.<\/p>\n        <\/div>\n    <\/div>\n    <h2 class=\"wp-block-heading\" id=\"h-one-brand-one-third-of-an-entire-industry\">One Brand, One Third Of An Entire Industry<\/h2><p>Perhaps the most jaw-dropping stat buried in the report is this: Rolex accounted for roughly 33 percent of the entire Swiss watch industry\u2019s sales last year, shifting around one million pieces in the process. One brand. A third of everything. That\u2019s dominance on a level that would make most CEOs quietly weep into their quarterly earnings.<\/p><p>And Rolex, predictably, had nothing to say about it. The brand declined to comment on the report\u2019s findings, which is very on-brand for a company that lets its numbers, and its waitlists, do the talking.<\/p>                <div class=\"row row-center collapse\">\n                    <div class=\"column\">\n                        <div class=\"dmg-ad\"><div id=\"incontent-548835417\" class=\"ad-container\"><script type=\"text\/javascript\">var load_291266736 = function () {googletag.cmd.push(function () {var slot_291266736 = googletag.defineSlot(\"\/1017963\/DMarge\/incontent\",[[250,250],[300,100],[300,250],[320,100],[336,280]],\"incontent-548835417\").addService(googletag.pubads()).setTargeting('refresh', 'true');if (gamData && gamData.sizeMap && gamData.sizeMap.hasOwnProperty('incontent')) {slot_291266736.defineSizeMapping(gamData.sizeMap['incontent']);}googletag.display(\"incontent-548835417\");});};adsQueue.push(load_291266736);<\/script><\/div><\/div>                    <\/div>\n                <\/div>\n                <h2 class=\"wp-block-heading\" id=\"h-the-rest-of-the-top-six\">The Rest Of The Top Six<\/h2><p>Rolex wasn\u2019t the only one having a good year, mind you. Cartier slotted in at second with sales hitting around $4.5 billion, likely buoyed by the seemingly unstoppable popularity of the Tank. Audemars Piguet came third, pulling in $3.3 billion from just 53,000 watches, which, if you do the maths, works out to an average north of $62,000 per piece. Not bad for a brand whose entire identity revolves around one octagonal watch.<\/p><p>Patek Philippe climbed to fourth with $3.2 billion from 72,000 units, while Omega slipped to fifth at $2.8 billion. Swatch Group, Omega\u2019s parent company, wasn\u2019t thrilled with the report, claiming Morgan Stanley\u2019s numbers were based on \u201cwrong estimations, assumptions, data, figures, and statements.\u201d A denial so thorough it almost wraps back around to being an admission.<\/p>                <div class=\"row row-center collapse\">\n                    <div class=\"column\">\n                        <div class=\"dmg-ad\"><div id=\"incontent-1266790058\" class=\"ad-container\"><script type=\"text\/javascript\">var load_1893343479 = function () {googletag.cmd.push(function () {var slot_1893343479 = googletag.defineSlot(\"\/1017963\/DMarge\/incontent\",[[250,250],[300,100],[300,250],[320,100],[336,280]],\"incontent-1266790058\").addService(googletag.pubads()).setTargeting('refresh', 'true');if (gamData && gamData.sizeMap && gamData.sizeMap.hasOwnProperty('incontent')) {slot_1893343479.defineSizeMapping(gamData.sizeMap['incontent']);}googletag.display(\"incontent-1266790058\");});};adsQueue.push(load_1893343479);<\/script><\/div><\/div>                    <\/div>\n                <\/div>\n                <p>And then there\u2019s Richard Mille, which continues to exist in its own absurd universe. The brand sold just 5,950 watches in 2025 and still managed to generate $4.1 billion. That\u2019s an average of nearly $689,000 per watch. If that doesn\u2019t make you question everything about the luxury market, nothing will.<\/p><h2 class=\"wp-block-heading\" id=\"h-the-bigger-picture-is-even-more-telling\">The Bigger Picture Is Even More Telling<\/h2><p>Zoom out and the Swiss watch industry\u2019s trajectory becomes crystal clear: fewer watches, higher prices, bigger margins. Total production in 2025 hit 14.6 million units, literally half of what the industry was churning out in 2011. Meanwhile, watches priced above $64,000 (CHF 50,000) now account for 89 percent of the industry\u2019s growth, despite making up just 1.4 percent of all timepieces produced.<\/p>                <div class=\"row row-center collapse\">\n                    <div class=\"column\">\n                        <div class=\"dmg-ad\"><div id=\"incontent-212423566\" class=\"ad-container\"><script type=\"text\/javascript\">var load_1387241414 = function () {googletag.cmd.push(function () {var slot_1387241414 = googletag.defineSlot(\"\/1017963\/DMarge\/incontent\",[[250,250],[300,100],[300,250],[320,100],[336,280]],\"incontent-212423566\").addService(googletag.pubads()).setTargeting('refresh', 'true');if (gamData && gamData.sizeMap && gamData.sizeMap.hasOwnProperty('incontent')) {slot_1387241414.defineSizeMapping(gamData.sizeMap['incontent']);}googletag.display(\"incontent-212423566\");});};adsQueue.push(load_1387241414);<\/script><\/div><\/div>                    <\/div>\n                <\/div>\n                <p>In other words, the ultra-luxury segment isn\u2019t just propping up the Swiss watch industry. It <em>is<\/em> the Swiss watch industry. Everyone else is fighting over scraps.<\/p><p>With Watches and Wonders 2026 just around the corner, expect the big players to double down on exactly this strategy: fewer pieces, higher price points, and waitlists that stretch into the next decade. For Rolex, though, the real flex isn\u2019t what\u2019s coming next. It\u2019s that they\u2019ve already lapped the field without breaking a sweat.<\/p><p>RELATED: <a target=\"_blank\" href=\"https:\/\/dmarge.com\/watches\/rolex-chrono24-chronopulse\" type=\"post\" id=\"534940\" rel=\"noreferrer noopener\">The Rolex Everyone Is Buying In 2025<\/a><\/p>","protected":false},"excerpt":{"rendered":"<p>In 2025, Rolex didn&#8217;t just lead the Swiss watch industry. It basically was the Swiss watch industry.<\/p>\n","protected":false},"author":7,"featured_media":534725,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_stopmodifiedupdate":false,"_modified_date":"","footnotes":""},"categories":[249],"tags":[],"coauthors":[146525],"class_list":{"0":"post-537289","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-watches"},"acf":[],"_links":{"self":[{"href":"https:\/\/dmarge.com\/wp-json\/wp\/v2\/posts\/537289","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/dmarge.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dmarge.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dmarge.com\/wp-json\/wp\/v2\/users\/7"}],"replies":[{"embeddable":true,"href":"https:\/\/dmarge.com\/wp-json\/wp\/v2\/comments?post=537289"}],"version-history":[{"count":1,"href":"https:\/\/dmarge.com\/wp-json\/wp\/v2\/posts\/537289\/revisions"}],"predecessor-version":[{"id":537290,"href":"https:\/\/dmarge.com\/wp-json\/wp\/v2\/posts\/537289\/revisions\/537290"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dmarge.com\/wp-json\/wp\/v2\/media\/534725"}],"wp:attachment":[{"href":"https:\/\/dmarge.com\/wp-json\/wp\/v2\/media?parent=537289"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dmarge.com\/wp-json\/wp\/v2\/categories?post=537289"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dmarge.com\/wp-json\/wp\/v2\/tags?post=537289"},{"taxonomy":"author","embeddable":true,"href":"https:\/\/dmarge.com\/wp-json\/wp\/v2\/coauthors?post=537289"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}