After a mixed year in 2025, the watchmaking sector is regaining momentum, with web audience growth (+19%) driven by the resilience of Western markets and Asia (excluding China). Mobile app experiences, artificial intelligence, and GEO (Generative Engine Optimization) are becoming key strategic differentiators. However, the industry still faces the challenge of digital eco-design in order to align its digital performance with its CSR commitments.
Audience rebounds after a mixed 2025
Global traffic to watch brand websites grew by 19% compared to 2025, supported by the dynamism of Western markets (United States, United Kingdom, and Europe) and the growth of several Asian countries. While the United States leads the ranking, the Asian market confirms its strength thanks to strong growth in India and Japan. The latter now clearly surpasses China in terms of website traffic. This trend benefits iconic brands such as Rolex, which is highly present in high-growth regions, as well as Tissot, Longines, and Breitling, which capture a significant share of this expanding international traffic.
Digital media budgets also continue to rise and now exceed CHF 770 million per year (+27%), with steady growth in social media spending.
A more advanced mobile experience
Mobile applications are now emerging as a key engagement lever for brands such as Bulgari, Rolex, and Tissot, reflected in improved customer satisfaction indicators. The average rating on app stores reaches 4/5 (+0.8 points), while the Net Promoter Score (NPS) jumps to 39.8% (+20.5 points). For example, Tissot and Rolex are enhancing their mobile apps with sports-focused features, including GPS cycling tracking, NBA scores, and live tennis scoring. These innovations rely on real-time data and user experience (UX) to transform the use of watches into a connected sports experience.
“Watchmakers are no longer selling just an object, but an immersive mobile experience. This digital shift is transforming their image and driving user satisfaction, with NPS approaching 40%,” explains Jean Meneveau, Partner at Colombus Consulting.
Social media growth driven by regional influencers across Asia
Watch brands are significantly expanding their audiences through targeted campaigns and the use of regional ambassadors, including Korean idols and sports figures. This strategy leverages multiple influence channels on Instagram, TikTok, and YouTube for brands such as Rolex and Richard Mille, as well as strategic partnerships for Breitling and Hublot. The results illustrate this momentum: a total of 143 million followers across global social media (+8%), a strong presence in China via Sina Weibo with 10.3 million followers (+6%), and particularly strong growth in monthly engagement outside China, reaching 5.9 million interactions (+19%).
The rise of AI in customer experience
Some initiatives are already focused on enhancing the customer experience. For example, Swatch launched AI-DADA, which allows customers to design personalized watches using prompts. In contrast, TAG Heuer currently focuses on a strategic integration of AI primarily in the back office and content creation. The brand uses AI to analyze large volumes of CRM and e-commerce data to refine marketing and improve the omnichannel customer experience, while also using generative tools to accelerate the production of advertising visuals at lower cost.
“AI acts as an accelerator for watchmaking marketing, as illustrated by the initiatives of Swatch and TAG Heuer, but the potential remains significant compared with more innovative sectors,” notes Jean Meneveau.
GEO: A new criterion for brands, still poorly mastered
GEO has become a crucial strategic lever for search visibility in generative AI engines, at a time when AI usage is growing rapidly. Our GEO analysis highlights a two-speed market, with advanced watch brands such as Patek Philippe, followed by Omega, Audemars Piguet, Breitling, Jaeger-LeCoultre, TAG Heuer, Rolex, and Longines maintaining strong visibility. However, many historical players still struggle to establish a presence in AI-based search environments.
eRetail: a new challenge for watch brands?
Online sales through distribution partners (e-Retail) have become an essential omnichannel lever for luxury brands, requiring strict control over distribution standards and brand image. Our study highlights a small group of leaders (Tudor, Rolex, Omega, and Breitling), within a market structurally concentrated at 70% in Europe. To compete effectively, systematic monitoring of digital visibility has become essential to ensure pricing consistency and the premium positioning of watch manufacturers.
The challenge of CSR and responsible digital practices
CSR initiatives are progressing across the sector but remain highly uneven between brands. While collaborative initiatives such as the Watchmaking Ecodesign platform (including Audemars Piguet and Chopard) are emerging to reduce the environmental impact of products from the design stage, the industry still lags significantly in digital eco-design. The sector’s average EcoIndex score for websites stands at only 23/100. Only Richard Mille, Audemars Piguet, and Rolex exceed the 50/100 threshold.
The return of Western markets… or Asia?
Despite a sharp slowdown in 2025, Asia remains a strategic region for the sector, having driven growth in previous years. Strong digital momentum is still observed in India and Japan (notably for Rolex and Longines), while China shows much more limited growth.
Conversely, Western markets are experiencing broader audience growth, including in the United States despite the impact of customs tariffs.
So which region will enable the sector to rebound? Uncertainty remains high, and the outlook is still open.
Methodology
We based this study on measurements taken between November 2025 and January 2026, on a panel of nearly 40 Swiss watchmakers:
Richemont Group : Baume & Mercier, Cartier, IWC Schaffhausen, Jaeger LeCoultre, Länge & Sohne, Montblanc, Officine Panerai, Piaget, Vacheron Constantin, Van Cleef & Arpels
LVMH Group : Bvlgari, Chaumet, Hublot, TAG Heuer, Zenith
Rolex Group : Rolex, Tudor
Kering Group : Gucci, Ulysse Nardin
Swatch Group : Blancpain, Breguet, Longines, Mido, Omega, Rado, Swatch, Tissot
Others : Audemars Piguet, Breitling, Chopard, Franck Muller, Frederique Constant, Hermès, H. Moser & Cie, Richard Mille, Patek Philippe, Titoni, Victorinox
We offer a digital index to measure the 360° digital presence and performance of players according to more than 50 indicators:
- Website: audience, performance (bounce, visit time, loading time, core web vitals), customer experience (design, content and functions) and digital responsibility (EcoIndex)
- Mobile apps: updates, comments and ratings, NPS (Net Promoter Score), referencing in stores
- Digital marketing: GEO, SEO, display, email, social networks and partners
- Social networks: Instagram, LinkedIn, Facebook, Youtube, X (ex Twitter), TikTok, WeChat and Sina Weibo
Solutions used
We used various market data collection tools, and reworked all the data in the form of an index for a simple, visual benchmark of the sector. The chosen solutions are : Built with, Decodeapps, EcoIndex, Google, Lizeo, Mangools, PageSpeed Insights, Semrush, Similar Web, Sina Weibo, WeChat, Sina Weibo.
To find out more, have a look at our Luxury and Customer Value offers.