Cartier, the prestigious brand under Richemont, has emerged as the top performer in the first-ever Vogue Business Watches Index, outshining competitors with strong performances across all key metrics, including consumer sentiment, digital performance, and innovation. The report evaluates 20 leading watch brands, providing valuable insight into their strengths and challenges in today’s competitive market.
Cartier Sets the Standard
Cartier’s position at the top of the index is a testament to its consistent brand strategy and solid performance across all three assessment pillars. The luxury brand excels particularly in the digital realm, where its association with high-profile events like the Venice Film Festival and its celebrity ambassadors—such as Timothée Chalamet—have strengthened its social media presence. Cartier’s ability to leverage film and celebrity culture has solidified its place as both a status symbol and a digital marketing leader. With scores in the 80th percentile across all pillars, Cartier sets a high bar for its competitors.
Omega: A Steady Performer
Ranking second, Omega demonstrates a balanced performance across the board. While it does not lead in any individual pillar, Omega’s digital strategy stands out, especially its visibility at prestigious events such as the Paris Olympics and its frequent presence on the red carpet. The brand has maintained a steady yet strong position in consumer sentiment and innovation, making it a formidable competitor despite not having a single standout category.
Rolex: Confidence and Status
Rolex, a household name in luxury watches, ranks third in the index. The brand leads in consumer sentiment, where it enjoys a near-perfect awareness score, cementing its status as a symbol of elevated prestige. Rolex’s appeal remains strong, with increasing purchase intent among consumers. Although Rolex falls behind in innovation and digital performance, it continues to thrive through product collaborations and a robust pre-owned certification scheme. Its longstanding legacy as a symbol of success and achievement contributes significantly to its enduring popularity.
Longines: Digital Excellence with Room for Innovation
Longines holds fourth place, buoyed by strong consumer sentiment and impressive digital performance. The brand ranks highly on Chinese social platforms such as Weibo and Douyin, as well as on Facebook, reflecting its growing appeal in key global markets. However, Longines lags behind in terms of innovation, earning the lowest innovation score among the top 20 brands. Despite this, its strong consumer confidence and digital presence solidify its place in the top five.
Chopard: Digital Powerhouse with Modern Values
Chopard rounds out the top five, performing particularly well in the digital pillar. The brand excels on major platforms such as Instagram and TikTok, while also topping the charts on the Chinese platform Xiaohongshu. Chopard is seen positively by consumers for its modern values, sustainability efforts, and innovations in traceability. The brand’s work in hospitality and its commitment to ethical practices have helped enhance its reputation as a forward-thinking luxury brand.
The Overall Watches Index Performance
The Vogue Business Watches Index ranks brands across 100 data points, assessing consumer sentiment, digital presence, and innovation. Despite some challenges in 2024, including a decline in Swiss watch exports in key markets, the overall outlook remains positive. Many of the brands in the index, with an average history of 153 years, have proven resilient in the face of economic fluctuations, and consumer intent to purchase luxury watches remains stable.
Looking Ahead: Key Insights
As the luxury watch industry navigates a rapidly evolving landscape, the focus on digital engagement, consumer sentiment, and innovation will be crucial for brands seeking to stay ahead. The Vogue Business Watches Index highlights the growing importance of cross-industry partnerships, digital strategies, and a commitment to sustainability and ethics, which are shaping the future of the luxury watch market.
The full findings and trends from the Vogue Business Watches Index will be unpacked during an exclusive webinar on December 11, 2024. The session will explore key strategies and insights from top brands and provide a deeper understanding of what modern affluent consumers are seeking from the luxury watch sector in 2025.
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