Rolex remains the most popular watch brand!

According to the latest report from the pre-owned watch trading platform Bezel, Rolex continues to dominate the market. In the list of the top ten best-selling watches, nine of them are Rolex models. Despite the increasing diversity in watch collectors’ tastes, Rolex’s position remains unshakable.

A More Diverse and Dynamic Watch Industry

In recent years, the watch industry has become more diverse and enriched. Independent brands like Berneron and Rexhep Rexhepi have gained recognition through high-quality craftsmanship, innovative designs, and growing market demand. However, trends in the watch market can be likened to TV shows—while series like The White Lotus and Severance generate a lot of buzz on social media, they still can’t match the mainstream popularity of Yellowstone. The watch market follows a similar pattern. Based on Bezel’s latest report, which analyzes $700 million worth of watch sales, Rolex remains far ahead of its competitors.

Rolex: The World’s Most Popular Watch Brand

This is an indisputable fact. Over the past year, Rolex accounted for a staggering 36% of sales on the Bezel platform. Omega came in second with 14%, followed by Tudor at 12%. According to the latest market report from Morgan Stanley and LuxeConsult, Rolex holds a commanding 30% market share, far exceeding Cartier, which sits in second place at just 8%.

Top-Selling Watch Brands and Models

Exclusive data from Box + Papers further highlights Rolex’s dominance. Bezel’s ranking of the “Best-Selling Watch Brands and Models” shows Rolex occupying nine out of the top ten spots:

• Rolex GMT-Master II「Batman」
• Rolex Datejust 41「Wimbledon」/Fluted/Jubilee
• Rolex GMT-Master II「Batgirl」
• Rolex Submariner Date 41「Starbucks」
• Omega Speedmaster Professional Moonwatch 3861 Steel/Black/Sapphire/Bracelet
• Rolex Submariner 41 Date
• Rolex Daytona「Panda」/Ceramic/White
• Rolex GMT-Master II「Gray & Black」Steel / Ceramic / Jubilee
• Rolex GMT-Master II「Pepsi」/Jubilee
• Rolex Submariner「Hulk」

Aside from the Omega Speedmaster Moonwatch, no other brands made it into the top ten. The GMT-Master II series, in particular, stands out as the most popular collection, with blue-black, red-black colorways and monocolor ceramic bezels paired with either Oyster or Jubilee bracelets. Bezel's data confirms this, as four of the ten best-selling watches on the platform are GMT-Master II models!

Ranking of the Most Popular Watch Collections

Bezel’s “Most Popular Collections” ranking provides a broader look at the market, with other brands gaining some recognition:

• Rolex Datejust
• Omega Speedmaster
• Audemars Piguet Royal Oak
• Rolex GMT-Master II
• Rolex Daytona
• Rolex Submariner
• Tudor Black Bay
• Rolex Day-Date
• Cartier Santos de Cartier
• Omega Seamaster Diver 300M

It’s no surprise that the Rolex Datejust tops the list. It is a go-to model for many collectors and remains one of Rolex’s best-selling watches. Most of the watches on this list are classic models, except for a slight surprise at No. 9—the Cartier Santos. Many expected the Tank collection to be the brand’s most popular, but Santos has evidently gained significant traction.

Other Key Findings from Bezel’s Report

The Rise of Emerging Brands

Although they don’t yet hold significant market share, Bezel’s data indicates that Grand Seiko, Tudor, and Breitling are steadily gaining momentum. These brands offer high-value luxury watches, with Tudor and Grand Seiko, in particular, attracting more consumers through unique dial designs and strong craftsmanship.

Designing the Dream Watch

When analyzing collectors' design preferences, Bezel uncovered some key trends. Black remains the top-selling dial color, with blue following closely behind. Stainless steel dominates as the most popular case material, accounting for 69% of sales, while two-tone cases come in second at 11%.

One of the most notable insights is the popularity of 41mm cases, making them the best-selling size. Watches 40mm and larger make up 56% of total sales, while smaller sizes trail behind. Classic 36mm vintage-style watches represent just 10% of sales, with 39mm models accounting for only 8%. Since Bezel primarily offers modern watches, where larger sizes are the standard, 39mm models are far less common than 40mm, 41mm, or 42mm watches.