The World’s Most Desired Watch? A New Study Has the Answer
Global Study Confirms Rolex’s Dominance
Rolex Datejust: The World’s Most Recognized and Desired Watch
A sweeping global study has reaffirmed what collectors have long known: Rolex is the undisputed leader in the luxury watch world. As reported by WatchPro, multiple datasets—including social media mentions, media analysis, search engine trends, consumer surveys, and sales figures—were compiled to determine the most recognizable and best-selling luxury watch models globally.
The Data Behind the Dominance
Over 1 million posts and 239,400 articles were analyzed across platforms including X (formerly Twitter), Facebook, Instagram, and news sites via Meltwater.
Google search data was used to track interest across regions and time.
A consumer recognition survey was conducted with 3,000 people in the US, UK, and France, where participants were asked to identify watch models from pixelated images.
Global sales data by volume and value was factored into the rankings.
Top 10 Luxury Watch Models by Global Popularity
ModelScore (out of 100)Rolex Datejust100
Rolex Submariner77
Audemars Piguet Royal Oak74
Rolex Daytona73
OMEGA Speedmaster60
Rolex GMT-Master59
OMEGA Seamaster52
Cartier Santos49
Rolex Day-Date43
Rolex Oyster Perpetual42
In total, six out of the ten most popular luxury watches in the world are Rolexes, a staggering feat that underscores the brand’s dominance across both awareness and market performance.
When rankings were narrowed to global sales only, the Datejust and Submariner still held the top two spots. Interestingly, the OMEGA Seamaster surged to third, thanks in part to its association with the James Bond franchise and aggressive advertising campaigns. Other notable mentions included the Tudor Black Bay at 4th place and the TAG Heuer Carrera in 9th.
Celebrity Hype vs. Real Value
While celebrity influence plays a role in watch desirability, it doesn’t always align with actual market performance. For example:
The Patek Philippe Nautilus, a celebrity favorite, only ranked #2 on the Celebrity Index with a score of 52.
In contrast, Rolex models like the Daytona (46) continue to perform consistently in both cultural cachet and sales.
The Royal Oak topped the Celebrity Index with a perfect 100, yet was eclipsed by Rolex in overall popularity and volume.
Takeaway for Collectors and Buyers
This study confirms that while trends and celebrity endorsements may spike interest, true demand is driven by long-term recognition, reliability, and legacy. The Rolex Datejust, with its perfect score in recognition and sales, exemplifies that balance. It’s not just a luxury accessory—it’s a global benchmark in precision, prestige, and value retention.
Thinking About Buying a Rolex?
For first-time buyers or seasoned collectors, now is the time to consider the Datejust—or any Rolex model, for that matter. At Bay Area Watch Buyer’s, a trusted name in certified pre-owned timepieces, you'll find a curated selection backed by industry-leading authentication and expert guidance.
In a market where many watches come and go with fleeting trends, Rolex continues to lead with timeless appeal, unmatched craftsmanship, and proven investment value.
