What Are the 4 Most Popular Watch Brands?

Rolex, Cartier, Omega, and Breitling are the four most popular watch brands in the United States, though different regions rank them differently, according to a new report released by White Pine Trading.

The report analyzed thousands of leads and transactions from White Pine’s consumer purchasing entity, WPDiamonds.com.

In all four regions of the country—the Northeast, South, West, and Midwest—Rolex leads the pack. But the order of the next three varies. Cartier holds the number two slot in the Northeast and South, but the Midwest and West prefer Omega.

The Northeast is the only section of the country that does not list Piaget or Baume & Mercier in its top ten, while Hublot appears on every list but the Midwest’s. Tiffany & Co. made the Northeast and Midwest lists, but not the other two.

The full top 10 listings can be seen below.

The report also looked at how many counterfeit watches White Pine detected among trade-ins. West Virginia had the highest prevalence, with 22 percent showing up as counterfeit, followed by Mississippi, with 20 percent. Also high on the list: Nebraska (17 percent), Hawaii (15 percent), and Alabama (14 percent).

The report found that Nebraska had the highest average resale value among the states, while Wisconsin had the lowest.

Most Popular Watch Brands by Region

Northeast
1. Rolex
2. Cartier
3. Omega
4. Breitling
5. Patek Philippe
6. Longines
7. Chopard
8. Hublot
9. IWC
10. Tiffany & Co.

South
1. Rolex
2. Cartier
3. Omega
4. Breitling
5. Longines
6. Baume & Mercier
7. Hublot
8. Patek Philippe
9. IWC
10. Piaget

Midwest
1. Rolex
2. Omega
3. Breitling
4. Cartier
5. IWC
6. Patek Philippe
7. Longines
8. Tiffany & Co.
9. Baume & Mercier
10. Piaget

West
1. Rolex
2. Omega
3. Cartier
4. Breitling
5. Patek Philippe
6. Piaget
7. Longines
8. Franck Muller
9. Baume & Mercier
10. Hublot

Source: White Pine Trading

(Pictured: Panthère de Cartier small timepiece in stainless steel, $4,000)

JCK News Director

4 responses to “What Are the 4 Most Popular Watch Brands?”

  1. How is popularity measured? By the units sold? By the dollars spent? By the most requested?
    In Maine, even on the “Gold Coast” we seldom see any of these brands on anyone’s wrist.
    Most folks here seem to use their phone to tell time.

    • That looks accurate to me. The north and the south there about the same and things take a swing as you reach the Midwest in the west.

  2. What is the definition of “popular” as used in this article? It must not be based on actual sales as there are several watch brands with higher sales, such as Apple Watch which I believe is #2 behind Rolex in worldwide sales, that are not listed.

  3. From the list of brands, this seems to be by total value and not number of units, but there is another issue here: even if it is by units sold, it is only for watches that sell second hand (WP’s sphere of activity), far from total market or reflecting the most popular watches in the US. For years, Michael Kors watches were the most popular watches as measured by units sold at retail stores. They don’t tend to sell second hand, which explains why they are not on the list.

    Recently, Michael Kors watch sales have declined and they may have lost the top spot to Citizen. Measured by number of units sold, the list should probably be: Citizen/Michael Kors, followed by Bulova, Seiko, Movado. By total sales value in the US, the list should be: Rolex, Citizen, Movado, Michael Kors, and Patek. All companies except Patek are public (Bulova belongs to Citizen), so Patek could be a better seller in the US than just fifth place.

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