The boom years for Swiss watches may have passed. But softening exports, US tariffs and gold prices exceeding $4,000 per ounce are no match for cultural relevance and allure. Attracting a wider audience through their values and cementing their place as a category worth investing in, Swiss watches are still in demand, despite all this year has thrown at them.

The brands with the strongest sentiment consolidate at the top of the Vogue Business Watch Index ranking — led by Rolex, Cartier and Omega, which already dominate the market. Though it’s still possible for smaller brands to reap gains in purchase intent. Even with lower consumer awareness, a focused, clearly defined brand message can resonate with watch enthusiasts and aspirational shoppers alike.

Consumer sentiment’s 2025 class

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