Defying the cost-of-living crisis, luxury goods continue to see their sales strengthen. Among the most favored is the top Swiss watchmaker, Rolex.

In 2023, Rolex sold 1.24 million wristwatches valued at 10.1 billion Swiss Francs (approximately 10.6 billion Euros). This represents an 11% increase compared to 2022 and sets a historic record in sales, as reported by Morgan Stanley and LuxeConsult.

The report highlights that Rolex's current market share exceeds 30%, described as "unprecedented." Under the umbrella of the company, founded in 1908, are highly popular models such as the Daytona, Submariner, and Datejust.

Rolex also controls the Tudor watch brand, which, according to Morgan Stanley's calculations, had sales of 545 million Francs in 2023.

"No other luxury brand can boast such a dominant position in its sector," comments Morgan Stanley in their report.