Luxury and Premium Watches Brand Ranking: Swiss Legacy Meets Global Expansion

The Insights Behind the Luxury and Premium Watches Brand Ranking

As London, Milan, Paris, and New York are synonymous with high fashion, Switzerland has long been the epicenter of the world’s most prestigious watchmaking brands. Terms like design, quality, and investment pieces are often associated with this legacy, but the challenge today lies in how brands can propel these timeless values on a global scale, particularly in those developing regions that are emerging as hotspots of future growt.h 

According to recent projections, the watch market is expected to experience an annual growth rate of 5.13% with brands like Franck Muller poised to further expand their presence in the APAC region. In this context, crafting targeted marketing strategies is essential—not only to capture consumer interest but also to ensure that Swiss heritage and craftsmanship are communicated effectively. The ability to connect tradition with modern consumer aspirations will be pivotal in positioning luxury watches as investment-worthy timepieces.

From prestigious events and exhibitions to leveraging high-profile celebrities and brand ambassadors, watch brands are tapping into powerful cultural and social narratives to resonate with discerning buyers across the globe. At Launchmetrics, we have analyzed the performance of five leading watch brands during Q3 2024, uncovering the key strategies that are driving global success.

• Print media remains a powerful channel for reinforcing heritage and product positioning in the watch market. Breguet’s Q3 Media Voice reached $9.3M in Media Impact Value® (MIV®), with print channel accounting for an impressive 54%—well above the average of the five brands analyzed. Key markets such as Italy, China, France and Japan have been instrumental in driving this value. Notable contributions from Watch Your Time, generated $1.2M in MIV across global publications. This underlines the continued relevance of traditional media in establishing brand prestige.
• Niche influencers amplify the notion of product quality to highly savvy audiences. Mid-tier influencer Munich Watch Lover contributed $144K in MIV for Breguet by focusing on the intricate design and craftsmanship of its timepieces. His content also highlighted Breguet’s presence at Geneva Watch Days, underscoring how well-targeted influencers can elevate a brand’s visibility at industry-specific events.
• Leveraging local celebrities and influencers drives strong engagement in high-growth regions. The influential personalities have been pivotal in expanding Franck Muller’s presence in the APAC market, particularly in Thailand and India. Thai actress Love Pattranite generated $249K in MIV through a single campaign placement, while Indian fashion designer Falguni Peacock contributed $135K. Cricket star Yuvraj Singh garnered $123K in MIV following his participation in the opening of Franck Muller’s first North Indian boutique. 
• Brand ambassadors, deeply connected to the brand’s history and core values, drive resonance and strengthen long-term loyalty. Italian freestyle skier Markus Eder generated $118K in MIV, French Alpine ski racer Victor Muffat-Jeandet drove $84.1K in MIV and Olympics skier Thibault Magnin garnered $66.6K in MIV for the brand Alpina. 

As we near the end of the year, it's essential for brands to review the luxury and premium watch marketing strategies that have boosted their market presence. In an industry deeply rooted in heritage, understanding the true impact of events, ambassadors, and ascending key markets is vital. Leveraging data insights and benchmarking against competitors will help refine your approach, ensuring continued growth and a competitive edge heading into 2025.