The preferences of the finews.ch community remain remarkably consistent – though subtle changes are taking shape. In this year’s reader survey asking,«Which brands would you consider if you were to buy a watch today?», the Swiss watch landscape appears as follows:

The same ten brands as last year dominate the 2025 ranking, though the gaps between them are narrowing.

Rolex Still Leads the Pack

Rolex tops the list with 32.8 percent (previous year: 43.5 percent), remaining the benchmark for desirability and brand prestige.

IWC, with 31.3 percent (down from 37.2 percent im 2024), retains second place and continues to close the gap - clearly benefiting from its strong foothold in the German-speaking Swiss market.

Patek Holds Steady

Patek Philippe stays firm in third place with 26.0 percent (previously 26.6 percent) – an impressive result that underscores the brand’s aura of timeless exclusivity. For many, the Geneva manufacture represents the ultimate expression of craftsmanship and a flawless investment piece.

Trailing just behind are Audemars Piguet and Omega, maintaining their previous positions.

Tissot Gains Ground

In the mid-field, Tissot climbs from ninth to seventh place, nearly catching up with Breitling. Both brands seem to benefit from ongoing demand for sporty yet accessible timepieces that blend quality with modern design.

Jaeger-LeCoultre and Cartier slip slightly but remain firmly among the top ten, while Longines holds its steady tenth position.

The survey was conducted in September 2025 among finews.ch readers. Participants could choose from 28 brands, with multiple selections permitted.