Rolex sales hit $11bn as grip tightens on luxury watch market

Iconic brands’ sales have hit an ‘unprecedented’ level, according to analysts

The maker of the Daytona, Submariner and Datejust models grew its retail market share to just over 30 per cent

Rolex sales topped $10 billion for the first time as the top Swiss watch brand gained market share ahead of its rivals, according to a report by Morgan Stanley.

The dominant Swiss luxury watch brand produced 1.24 million timepieces in 2023 with sales of 10.1 billion Swiss francs ($11.5 billion).

That represents a gain of 11 per cent from 2022, analysts at Morgan Stanley and Swiss firm LuxeConsult said, adding that Rolex’s current level of ...