Bankers' Favorite Watches: Rolex's Dominance Is Slipping

Swiss watch Rolex remains the favorite brand among finews readers in 2025, though IWC is narrowing the gap. Patek Philippe defends third place, while smaller shifts appear further down the ranking.

The preferences of the finews community remain remarkably consistent – yet subtle changes are emerging. In this year’s reader survey, asking, «Which brands would you consider if you were to buy a watch today?», the Swiss watch landscape looks as follows:

  1. Rolex – 32.81 % (previous year: 1)
  2. IWC – 31.25 % (previous year: 2)
  3. Patek Philippe – 26.04 % (previous year: 3)
  4. Audemars Piguet – 23.96 % (previous year: 4)
  5. Omega – 22.92 % (previous year: 5)
  6. Breitling – 15.63 % (previous year: 6)
  7. Tissot – 15.13 % (previous year: 9)
  8. Jaeger-LeCoultre – 14.58 % (previous year: 7)
  9. Cartier – 13.72 % (previous year: 8)
  10. Longines – 13.02 % (previous year: 10)

The same ten brands dominate the 2025 ranking – but the margins between them are tightening.

Rolex Still Leads the Pack

Rolex once again tops the list with 32.8 percent (previous year: 43.5 percent), confirming its position as the benchmark for desirability and prestige.

IWC follows closely with 31.3 percent (down from 37.2 percent in 2024), holding second place and continuing to close in on Rolex. The Schaffhausen brand clearly benefits from its strong following in German-speaking countries.

Patek Holds Steady

Patek Philippe holds firm in third place with 26.0 percent (previously 26.6 percent) – an impressive result that underscores the brand’s aura of timeless exclusivity. For many enthusiasts, the Geneva manufacture remains the ultimate symbol of craftsmanship and a sound investment.

Just behind, Audemars Piguet and Omega maintain their positions from last year.

Tissot Gains Ground

In the middle of the field, Tissot climbs from ninth to seventh place, nearly catching up with Breitling. Both brands continue to benefit from the strong demand for sporty yet accessible watches that combine quality with modern design.

Jaeger-LeCoultre and Cartier slip slightly but remain securely within the top ten, while Longines holds steady in tenth place.

About the Survey

The survey was conducted in September 2025 among finews readers. Participants could choose from 28 brands, with multiple selections permitted.