Swatch Group
In response to Morgan Stanley and LuxeConsult's Swiss Watcher report ranking Swiss watch brands for 2025—which crowned Rolex as leader with turnover exceeding the next four brands combined and dropped Swatch's Omega to fifth—Swatch Group issued an open letter decrying the estimates as inaccurate and hinting at legal action.
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Morgan Stanley's latest report on the Swiss watch industry highlights Rolex's continued dominance, with its turnover surpassing the next four top brands combined. Omega experienced a decline, dropping from third to fifth place with units sold falling from 505,000 in 2024 to 460,000 in 2025. The analysis also notes shifts in average retail prices and sales volumes across major brands, prompting criticism from Swatch Group over data accuracy.