Omega is Gaining on Rolex in Worldwide Market Share

Digital Luxury Group recently published a study on the market shares for the world’s top luxury watch brands.  The shares are based on Internet searches for each brand – the Digital Luxury group tracked 40 of the world’s most famous brands (see below for a list).  Not perfect, but certainly a reasonable proxy.

Not surprisingly, Rolex was once again on the top of the list with 18.63% of Internet searches.  Rolex’s spot at the top may be in jeopardy though.  Omega claimed 15.84% of searches – less than three percentage points below Rolex.  In 2009, in a similar study, the gap was over eight percentage points.  Why is Omega gaining ground?  China.  Omega entered China early and recognized the potential for the huge, growing market.  Omega is the number one player in China – a market whose demand for luxury product just surpassed that of the US.

Cartier rounded out the top 3 with 7.05% of online searches (as a side note, I would be curious to know how the researchers accounted for the fact that Cartier sells a range of jewelry).

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Also interesting to note, the Omega Seamaster was the most searched model, followed by the Rolex Submariner and Daytona.

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We will see how these results match up with the results of eRelyx Watch Madness, which kicks off on March 15th and will help to determine the world’s most popular watch.  Click here to participate in the Madness!

Click here to access the full World Watch Report study.

The study included the following brands: A.Lange & Sohne, Audemars Piguet, Baume & Mercier, Blancpain, Breguet, Breitling, Bulgari, Cartier, Chanel, Chopard, Dior Watches, Ebel, Roger Dubuis, Jaquet Droz, Harry Winston, Hermes, Richard Mille, Franck Muller, Frederique Constant, Girard Perregaux, Hublot, IWC, Jaeger-LeCoultre, Longines, Louis Vuitton, Maurice Lacroix, Montblanc, Omega, Panerai, Patek Philippe, Piaget, Rado, Raymond Weil, Rolex, TAG Heuer, Tudor, Ulysse Nardin, Vacheron Constantin, Van Cleef & Arpels, Zenith