EXCLUSIVE: More than one in ten wealthy Americans want to buy a Rolex this year

A survey by investment bank RBC Capital Markets has found that 12.3% of affluent Americans intend to buy a Rolex watch this year.

The survey asked for purchasing intentions for 720 affluent US consumers with an annual household income in excess of $100,000 in December last year. 61% of respondents had household income of over $150,000. 46% were male and 54% female.

Around one quarter of all households in the United States have annual income of more than $100,000 according to US Census Data.

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Unsurprisingly, Rolex is comfortably the most likely watch to be bought in 2019, wanted by 12.3% of the sample, followed by TAG Heuer, which 8.6% intend to buy this year.

Cartier came third with 7.9% intending to buy, a reflection perhaps of the slight weighting towards females in the sample of 720 people who took the survey.



Omega, Breitling and Patek Philippe all made the top 10, but major brands including Audemars Piguet, IWC, Panerai and Hublot ranked lower.

The survey also examined brand awareness for 12 leading luxury brands: Louis Vuitton, Chanel, Gucci, Rolex, Hermes, Cartier, Prada, Burberry, Omega, Bvlgari, Ferragamo and Tod’s, and found that Rolex is perceived as the most exclusive brand, followed by Cartier, Prada and Louis Vuitton. Burberry, Ferragamo, Omega and Tod’s are perceived as less exclusive.

Rolex and Cartier are the stand out brands when people were asked about the perception of superior quality.

Rolex leads on four out of seven core brand attributes, coming top for being ‘exclusive’, ‘innovative’, ‘superior quality’ and ‘distinctive’. Cartier is considered the most ‘beautiful’.


One Comment;

  1. Stan Eng said:

    I also think that a lot of people don’t know all the brands too. Hermes for example is the number one brand for the wealthy Asian with Chanel being second. Patek Philippe is also consider the most prestige watch for the Asian. A lot has to do with what you consider rich. The survey was for people making over $ 100,000. Sorry to say but in California a $100,000 is not considered rich. If you were to survey people in the $500,000+ I’m sure the answers will be very different.


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