The global luxury women’s watch market is experiencing a decisive shift toward investment-grade timekeeping, heritage craftsmanship, and secondary market liquidity. As the broader luxury watch sector navigates post-pandemic recalibration, women’s timepieces have emerged as a growth frontier—projected to expand from $9.31 billion in 2025 to $12.5 billion by 2035, driven by rising disposable incomes, social media influence, and demand for customization.
Cartier has emerged as the defining force in this category, recording a 23.8 percent increase in secondary-market share in 2024 and cementing its position as the fourth-most popular luxury watch brand on resale platforms, with iconic models like the Tank and Santos leading transaction volumes.This RB Insights report identifies the top 10 luxury women’s watch brands based on a multi-dimensional methodology that integrates primary market performance, consumer sentiment analysis, and secondary market popularity. Unlike traditional rankings focused solely on brand heritage or sales estimates, our approach captures real-time market dynamics—including resale velocity, price retention, social media engagement, and emerging preferences among younger luxury consumers.
The Popularity & Performance Watch Index
To ensure the ranking reflects both commercial success and cultural desirability among women, we used a weighted scoring system across four key metrics:
| Metric
|
Weight
|
Data Source
|
| Market Dominance
|
40%
|
Morgan Stanley & LuxeConsult 2024/2025 Turnover & Market Share
|
| Female Consumer Intent
|
30%
|
Vogue Business Watch Index 2025 (Purchase Intent & Awareness)
|
| Secondary Market Demand
|
20%
|
Chrono24 Data Insights (Most Purchased Brands by Women)
|
| Iconic Model Strength
|
10%
|
Industry Sales Data for Women-Specific Collections (e.g., Datejust, Tank)
|
The Top 10 Luxury Women’s Watches
Primary Metric: #1 in Vogue Business Watch Index 2025; #2 in Global Market Share.
Cartier is the definitive leader in the women’s segment. It is the brand female watch enthusiasts are most likely to purchase. Its “jewelry-first” heritage makes models like the Tank, Panthère, and Santos uniquely appealing as both timepieces and accessories.
Primary Metric: #1 in Global Market Share (32%); #1 Best-Selling Model (Lady-Datejust).
While Cartier leads in specific female intent, Rolex remains the undisputed king of volume and value retention. The Lady-Datejust is the most-sold luxury women’s watch globally, serving as the “gold standard” for a first luxury purchase.
Primary Metric: #3 in Global Market Share; #2 in Vogue Business Watch Index.
Omega maintains a strong hold on the women’s market through its Constellation and Aqua Terra lines. Its recent shift toward culture-focused marketing with diverse female ambassadors has solidified its #2 spot in digital performance.
Primary Metric: #1 Most Purchased Brand by Women on Chrono24 (Secondary Market).
Chanel bridges the gap between high fashion and horology. The J12 remains a cultural icon, and the brand’s dominance in the secondary market among female buyers highlights its enduring style and “cool factor.”
Primary Metric: Top-tier Prestige; High Value Retention; Strong growth in “Twenty~4” and “Nautilus” lines.
Patek Philippe represents the pinnacle of “Quiet Luxury.” The Twenty~4 collection is specifically designed for women, and the female versions of the Nautilus and Aquanaut are among the most coveted (and hardest to get) watches in the world.
Primary Metric: High Purchase Intent Growth (Vogue 2025); Strong secondary market premiums.
AP has successfully transitioned the Royal Oak into a genderless icon. Their focus on smaller sizes (34mm and 37mm) and high-fashion collaborations (e.g., Tamara Ralph) has made them a favorite among younger, affluent female collectors.
Primary Metric: #2 Most Purchased Brand by Women on Chrono24; Top-performing Jeweler/Watchmaker.
Chopard’s Happy Diamonds and Alpine Eagle collections are staples of the luxury women’s market. The brand benefits from its dual identity as a high-jewelry house and a serious watchmaker.
Primary Metric: Gained significant market share in 2024 (Morgan Stanley); Iconic design status.
The Serpenti is arguably the most recognizable women’s watch design in history. Bulgari’s recent focus on ultra-thin movements and high-jewelry integration has seen it outperform many traditional watch brands in the women’s segment.
Primary Metric: Top-performing brand in the Richemont portfolio (2024); High “Poetic Complications” prestige.
VCA dominates the “jewelry watch” category. The Alhambra timepieces are ubiquitous in luxury circles, while their high-end “Poetic Complications” are considered masterpieces of feminine horology.
Primary Metric: #5 in Vogue Business Watch Index; High volume in the “Entry-Luxury” segment.
Longines provides the best “value-to-prestige” ratio. Its DolceVita and PrimaLuna collections are massive volume drivers, making luxury Swiss watchmaking accessible to a broader female audience.
Our Weighted Data Summary Table
Source: RB Insights, Market Rank is based on estimated turnover from the 2024/2025 Morgan Stanley Report. Women’s Intent Rank is synthesized from Vogue Business and Chrono24 data.
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