Luxury Sales

Rolex reported a 4 percent increase in sales to CHF 11 billion in 2025, marking the first time it reached this milestone, according to the annual Swiss Watcher report by Morgan Stanley and LuxeConsult. Despite a 2 percent drop in production, the brand accounted for about 33 percent of the Swiss watch industry's total sales, moving around one million watches. Other major brands also saw strong performances, though Swatch Group disputed the report's estimates for its Omega brand.