What are the most popular watch brands by region? WatchBox tells all…
Zach BlassRecently the Time+Tide team discussed the idea of tackling the most popular watch brands by region. We know some brands are safer bets than others, but we wanted statistical data to really answer this question without merely making qualitative guesses. Pre-owned watch vendor, and secondary market behemoth, WatchBox, thankfully, has provided us us with the exact information we were looking for. As one of the world’s largest, if not the largest, dealers in pre-owned watches, they have the perfect sample size of consumers to gauge this very topic. Having now gone through the data, we definitely see some of the usual suspects – one of which reigns supreme across many regions. But we also have some unexpected surprises, giving further insight as to what each region is hunting for the most. Here are the most popular watch brands by region according to WatchBox’s own sales data for their pre-owned watch sales.
United States of America: Rolex, Omega, and Breitling.
Clearly the USA has an affinity for robust timepieces from brands with rich histories. I know it is hard to walk down many streets of Manhattan without spotting at least one Rolex on the wrist, and I definitely see my fair share of Navitimers, Seamasters, and Speedmasters as well. According to WatchBox, the top-selling model in the USA is the Rolex Datejust. They credit the model’s success to its versatility in aesthetic – with a variety of case metals and bracelet, bezel, and dial configurations to choose from. As a watch that serves as a textbook example of robust elegance, it does not surprise me that the Rolex classic is immensely popular in the USA. It provides value in that it really is the perfect boardroom watch, while also being a perfect watch to vacation with on the beach as well.
Canada: Tudor, Rolex, and Omega
Neighbouring in the north, Canada doesn’t deviate too far from America’s watch preferences – swapping out Tudor for Breitling. But in Canada Tudor takes the number one slot over big brother Rolex, and the top selling model for WatchBox in the region is the value-driven Black Bay. WatchBox speculates: “Its angular ‘Snowflake’ hands were borrowed form their watches used by the French National Navy. We can only speculate that Canada’s inclination for Black Bay watches relates to their French-Canadian roots, or maybe it’s the ‘Snowflake’ hands that remind them of home.”
United Kingdom: Rolex, TAG Heuer, and Patek Philippe
Once again Rolex is the top-dog, with the UK most interested in Rolex, TAG Heuer, and Patek Philippe based on sales data. Like the USA, the Rolex Datejust is the top-selling model in the region, which WatchBox credits to the UK’s affinity for versatility and wearability. Considering Rolex was founded in London in 1905, there is a clear connection for the brand and the region’s consumers. With TAG Heuer and Patek Philippe, this perhaps signals the sort of gentlemanly aura (some) Brits convey – with crisp and clean collections like the TAG Heuer Carrera and Patek Philippe Calatrava ideal candidates to suit the vibe.
Singapore: Rolex, Panerai, and Audemars Piguet
With its tropical and humid climate, it makes sense the two brands leading the pack in Singapore are Rolex and Panerai. The top-selling model here is the Rolex Submariner, and of course Panerai has built its name with robust divers that stem from their Italian Navy origins. I have to admit that Panerai surprises me a bit here, but only because I thought many of my fellow #tinywristers would also be in Singapore. Clearly, however, the region has the wrists to sport the larger Panerai dive watches as well. As for Audemars Piguet, with such a hot collection like the Royal Oak they definitely have demand around the world – as we all know too well. For the dressier individuals, some can opt for the more elegant but still sporty Royal Oak. But if they are looking for increased robustness and water-resistance, the Offshore is an alluring option as well.
Australia: Omega and Rolex
The continent of Oceania got its name due to being completely surrounded by the ocean. So, unsurprisingly its largest country, Australia, has an affinity towards the two leading brands that manufacture dive watches: Rolex and Omega. Between the pair, Australia actually skews towards Omega – taking the place of the number one brand in the region as well as the number one model with the Omega Seamaster. Perhaps the more laid back vibes of the collection, and greater aesthetic diversity, better speak to the region. With more band, dial, and bezel configurations to choose from, Australians can display more individuality by opting for the James Bond approved Seamaster.
Japan: Omega, Rolex, and IWC
Home to many brands that compete with Swiss watchmaking, it is a bit surprising that we have three Swiss brands in the top three: Omega, Rolex, and IWC. But maybe it makes complete sense when you factor in the fact these figures only take into account pre-owned watch sales via WatchBox. Considering the value price points brands like Seiko and Citizen deliver at, it may make more sense for the market to buy these pieces at retail – especially when it comes to JDM limited pieces you are unlikely to find anywhere else. According to WatchBox, their number one selling model in the region is the Omega Speedmaster. WatchBox explains: “It may just be a coincidence, but Japan is among the few countries that have launched successful space missions to the moon—perhaps foreshadowing their inclination toward the infamous Moonwatch.”
Hong Kong, China: Rolex, F.P. Journe, and Patek Philippe
When it comes to the upper echelon of watch brands, many manufacturers recognize that some of the largest buying power comes from Hong Kong, China. This is further proven by the top three brands of the region: Rolex, F.P. Journe, and Patek Philippe. In a culture where wealth and prosperity have major social implications, there is definitely an element of wrist peacocking. An immediately recognizable icon, the versatile Rolex Datejust is the top-selling model of the region – a watch that is a clear marker of success and achievement. Considering Phillips and others hold auctions in Hong Kong a least annually, it also does not shock me that F.P. Journe and Patek Philippe are popular for WatchBox in the region as well. Great news for WatchBox, as they have the largest inventory of pre-owned F.P. Journe pieces in the world.
Germany: Breitling, Seiko, and Panerai
Germans have always been associated with top-tier engineering and appreciation for accuracy and performance when it comes to their robust tools. For the first time on this list Rolex has not cracked the top three (in terms of WatchBox sales), with Breitling, Seiko, and Panerai taking home the gold, silver, and bronze. Another first for the list, the top selling watch model is not from one of the top three brands in the region. By model volume, the Omega Speedmaster actually takes home the grand prize – suggesting that Germany exhibits diverse taste across its top three selling brands, with no favouritism awarded to any individual reference.
Switzerland: Rolex, Patek Philippe, and Omega
Switzerland as the home of watch manufacturing also exhibits a preference for three pillar brands: Rolex, Patek Philippe, and Omega. Clearly the Swiss love these manufactures for their storied heritages, and while you would think they would opt for a more complicated favourite the Swiss, like Singapore, have rallied behind the Rolex Submariner as the top-selling model of the region for WatchBox. In fairness it is such a classic icon within watches, and with sports references becoming ever more popular it is hard to find a better candidate for the wrist than a Submariner.
United Arab Emirates: Rolex, Cartier, and Audemars Piguet
The UAE have followed suit, with Rolex and the Datejust taking the top spots for highest selling brand and model in the region. But we also have a new face, Cartier, entering the fold as well. It is fair to say that the UAE region has an affinity for the classics, whether it be the Rolex Datejust, Cartier Tank, or the Audemars Piguet Royal Oak.