Swiss watch and jewellery brands: the 2026 numbers

Rolex leads the watch ranking

CHF 28.5bn

combined annual revenue of the 20 brands in the ranking

19 of 20

are in the Swiss Lions 100, with 3.4% of its combined revenue

1871

median founding year

Watches are the category most closely tied to Switzerland's image abroad. Nineteen of the twenty brands in this ranking are in the Swiss Lions 100, more than in any other category, and all twenty are Swiss made. Rolex alone earns an estimated CHF 11bn, 39% of the category's revenue.

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Score by brand. Watches and Jewellery ranking, Swiss Lions 100, 2026. Red: in the Swiss Lions 100. Source: Swiss Lions 100, 2026 edition.

Category rank	Brand	Overall rank	Score
1	Rolex	No. 1	82.2
2	Audemars Piguet	No. 9	67.5
3	Omega	No. 13	62.4
4	Patek Philippe	No. 18	59.7
5	Breitling	No. 19	59.4
6	Tudor	No. 26	57.2
7	Vacheron Constantin	No. 28	56.6
8	TAG Heuer	No. 29	56.5
9	Richard Mille	No. 33	55.9
10	IWC Schaffhausen	No. 36	55.5
11	Jaeger-LeCoultre	No. 44	53.6
12	Longines	No. 46	53
13	Swatch	No. 48	52.8
14	Hublot	No. 49	52.7
15	Tissot	No. 50	52.5
16	Chopard	No. 57	50.9
17	Blancpain	No. 61	50.3
18	Piaget	No. 76	45.1
19	Franck Muller	No. 91	42.9
20	Rado	Outside top 100	39.9

See the full watch ranking, with each brand's scores and sources.

Key facts

Largest by revenue

Rolex, CHF 11.0bn (estimate)

Smallest by revenue

Rado, CHF 164m (estimate)

Revenue estimates

All 20 figures are analyst estimates; no brand-level revenue is published

Most visible

Rolex, 93.8 out of 100

Average visibility

64.4 (Swiss Lions 100: 52.1)

Oldest

Blancpain, 1735

Youngest

Richard Mille, 2001

Family or founder control

5 of 20

Owned by a foundation

Rolex and Tudor

Controlled from abroad

TAG Heuer and Hublot

Swiss made

All 20

Validated climate target

12 of 20 (4 net zero)

Most common location

Geneva (7 brands)

Show the data

Revenue and visibility by brand. Watches and Jewellery ranking, Swiss Lions 100, 2026. Source: Swiss Lions 100, 2026 edition.

Brand	Revenue (CHF m)	Estimate	Visibility score
Rolex	11,002	yes	93.8
Audemars Piguet	2600	yes	69.2
Patek Philippe	2500	yes	73.7
Omega	2210	yes	77.3
Richard Mille	1750	yes	63.1
Longines	920	yes	70.3
Vacheron Constantin	914	yes	59.3
Breitling	820	yes	67.8
TAG Heuer	742	yes	72.1
Swatch	740	yes	77.4
Tissot	720	yes	76.9
IWC Schaffhausen	672	yes	64.7
Jaeger-LeCoultre	641	yes	53.7
Hublot	495	yes	63.3
Tudor	460	yes	56.4
Chopard	380	yes	57
Franck Muller	330	yes	44.4
Blancpain	270	yes	52.2
Piaget	213	yes	42.2
Rado	164	yes	53.5

The twenty watch brands together earn about CHF 28.5bn a year, against CHF 82.3bn for Nestlé on its own. They rank highly because they score well for Swiss value and visibility.