Daily newspaper Le Temps has created a ranking for the sales volume of the world’s top watch brands.
The Haut de Gamme category (high end) threw up some surprising results.
The research defined luxury watches as costing CHF 8,000 or more. High-end includes watches priced from CHF1500-8000. Entry level is sub-CHF 1500.
The top two brands in the high end list were predictable: Swatch’s Longines topped the rank with 1.3 million watches sold, followed by its direct rival in the LVMH camp, TAG Heuer with 650,000 pieces.
But third place went to Rado, another Swatch brand, Tudor, the more affordable cousin of Rolex came fourth; and Frederique Constant, which has been at the forefront of affordable mechanical watches for the past decade, came fifth.
Mido and Titoni, which are virtually unknown in Europe, but sell well in the USA and Asia, were tied for fifth place with Frederique Constant.
The full list is:
TAG Heuer: 650,000
Frederique Constant: 140,000
Raymond Weil: 110,000
Baume and Mercier: 80,000
Bell & Ross 60,000