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Watchfinder & Co has just amassed a whole year’s worth of data for its 2020 report on the most sought-after watches. The luxury pre-owned watch specialist has studied Google’s luxury watch analytics from the last 12 months to identify the most sought after luxury watches across the globe. The research incorporates over 62 million luxury watch searches and over 2,080 different luxury watch makes and models.

 Across the globe there has been in excess of 62.7 million luxury watch searches in the last 12 months. This data is all based on make and model specific searches rather than generalist search terms like ‘luxury watch’ or ‘men’s watch’. 

Rolex Submariner 2020 night m124060-0001_2001ac_006
No1: Rolex Oyster Perpetual Submariner.

These are the most searched for watches in the world:

1. Rolex Submariner (approximately 5.1 million searches in the last year, averaging about 430,000 a month)

2. Rolex Daytona (approximately 3.8 million searches in the last year, averaging about 320,000 a month)

3. Rolex Datejust (approximately 2.5 million searches in the last year, averaging about 210,000 a month)

4. Rolex Oyster Perpetual (approximately 1.8 million searches in the last year, averaging about 150,000 a month)

5. Audemars Piguet Royal Oak (approximately 1.4 million searches in the last year, averaging about 110,000 a month)

Rolex Oyster Perpetual Cosmograph Daytona
No2: Rolex Oyster Cosmograph Daytona.
Rolex Oyster Perpetual Datejust 41
No3: Rolex Oyster Perpetual Date.
Rolex Oyster Perpetual 41
No4: Rolex Oyster Perpetual.
Audemars Piguet Royal Oak
No5: Audemars Piguet Royal Oak.

What’s about Switzerland ?

By comparison the Swiss conducted approximately 2.1 million make and model specific luxury watch searches via Google over the last year, which averages out at about 173,000 searches a month. In Switzerland the following watches are proving the most popular: 

1. Rolex Daytona (approximately 177,600 searches in the last year, averaging about 14,800 a month)

2. Rolex Submariner (approximately 145,200 searches in the last year, averaging about 12,100 a month)

3. Rolex Datejust (approximately 79,200 searches in the last year, averaging about 6,600 a month)

4. Audemars Piguet Royal Oak (approximately 64,800 searches in the last year, averaging about 5,400 a month)

5. Patek Philippe Nautilus (approximately 64,800 searches in the last year, averaging about 5,400 a month)

6. Rolex Day Date (approximately 52,800 searches in the last year, averaging about 4,400 a month)

7. Breitling Navitimer (approximately 34,800 searches in the last year, averaging about 2,900 a month)

8. Rolex Oyster Perpetual (approximately 34,800 searches in the last year, averaging about 2,900 a month)

9. Hublot Big Bang (approximately 28,800 searches in the last year, averaging about 2,400 a month)

10. IWC Portofino (approximately 22,800 searches in the last year, averaging about 1,900 a month)

Rolex model specific searches accounted for over 716,000 luxury watch searches in Switzerland over the last 12 months – equating to over 34% of all the luxury watch searches counted across the country.

Patek Philippe Nautilus Ref. 5711
No5 in Switzerland: Patek Philippe Nautilus.

“The search data from the last year illustrates just how popular Rolex is, both in Switzerland and globally, comments Matt Bowling, the co-founder and CEO of Watchfinder & Co. It’s hardly surprising that these prestigious, high-precision, timepieces are in such demand but we must remember that from Patek Philippe and Omega to IWC Schaffhausen and A.Lange & Söhne, there are so many beautifully crafted timepieces out there worth exploring. Those who love the Rolex Submariner might also enjoy the Tudor Black Bay and those who are a fan of the Rolex Daytona are likely to also appreciate a Tag Heuer Carrera Chrono and the Omega Aqua Terra holds up next to the Rolex Datejust”.

Watchfinder Geneva Boutique (002)
Watchfinder & Co boutique in Geneva.
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A specialist in watchmaking journalism, Michel is the founder of The Next Hour. Fascinated by the fundamental issues related to communication and social networks, convinced that watchmaking still has a very large audience to capture beyond the circle of connoisseurs, he launched The Next Hour to chart a course and make this medium a fun and informative meeting place of quality. Michel is also a member of the Cultural Council of the Fondation de la Haute horlogerie and a member of the Grand Prix d’Horlogerie de Genève Academy.

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