It’s a bit like the game of seven differences. A few days apart, Morgan Stanley (MS) – in partnership with LuxeConsult – and Vontobel (VT) published their annual reports on the Swiss watch industry, and their ranking of brands. While the general trends are the same, the turnover estimates calculated by the two banking institutions sometimes show significant differences.
One constant concerns the clear domination of the Rolex brand at the head of sales. Morgan Stanley estimates the turnover of the crown brand at 4.42 billion francs and Vontobel at 4.95 billion, amounts respectively 2.5 and 3 times higher than those used for the closest prosecutor, Omega. Follow Cartier, Patek Philippe, Longines and Audemars Piguet, which make up the club of six billionaire brands.