Forbes 2009 Top 10 Global Luxury Brands: Which Ones Make Watches?

In 2009, Forbes published its definitive ranking of the world’s ten most valuable luxury brands. Seven of the ten had watch collections. But here is the insight that most watch buyers miss: for six of those seven, watches were a secondary product — a prestige accessory attached to a fashion or spirits empire. Only one brand on the list was defined entirely by watchmaking: Rolex.

According to research from the University of International Business and Economics in Beijing, watches account for 70% of luxury goods consumption in China — making the watch market the single most important category in Chinese luxury spending.

The Forbes 2009 Top 10 Global Luxury Brands

Fashion House Watches vs Dedicated Watch Brands

Of the seven brands with watch collections, only Rolex exists solely to make watches. As the original source notes: “their watch products, within the high-end watch world, cannot be considered the best — at most, they represent entry-level luxury timepieces.”

Brand-by-Brand Analysis

1. Louis Vuitton — $19.4B

World’s most valuable luxury brand. Core: leather goods, luggage, fashion. Watch line (Tambour) has in-house movements but watches remain secondary to the LV monogram identity.

2. Hermès — $7.86B

Defined by Birkin and Kelly bags. Watch line (Arceau, Cape Cod) uses in-house movements. Genuinely collectible but identity anchored in leather and fashion.

3. Gucci — $7.47B

Fashion house. Watches use ETA-based movements. Strong brand recognition but no technical watchmaking credentials to match dedicated Swiss manufacturers.

4. Chanel — $6.22B

Most watch-invested fashion house — acquired Kenissi, developed in-house Calibre 1. J12 ceramic watch is a design icon. Still primarily fashion and fragrance.

5. Rolex — $6.22B

The only pure watchmaker on the list. Produces its own movements, cases, bracelets, crystals, ceramic bezels, and Oystersteel alloy. COSC-certified as standard. Equal brand value to Chanel — achieved through watches alone.

6. Hennessy — $5.4B

Cognac producer. No watch products.

7. Cartier — $4.91B

Most watch-focused jewellery house. Tank, Santos, Ballon Bleu are icons. Genuine in-house movements. Identity rooted in jewellery.

8. Moët & Chandon — $4.85B

Champagne producer. No watch products.

9. Fendi — $3.47B

Fashion house. ETA-based watch movements. Karl Lagerfeld was creative director simultaneously for Fendi and Chanel.

10. Prada — $2.7B

Fashion house. No significant watch presence in 2009.

The Collector’s Conclusion

Brand value and watchmaking expertise are not the same thing. Louis Vuitton is worth three times Rolex — but Rolex is the superior watchmaker by every technical measure. For the serious buyer, the question is not “which brand is most valuable?” but “which brand has dedicated the most expertise to watchmaking?”

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Frequently Asked Questions

Which luxury brands make the best watches?

Rolex is the only dedicated watchmaker in the Forbes 2009 top ten. Cartier and Chanel have genuine credentials. The remaining fashion houses produce watches as secondary products.

Is Louis Vuitton a good watch brand?

LV has developed in-house movements but its watches are best understood as luxury fashion accessories rather than horological instruments.

Why is Rolex valued the same as Chanel in 2009?

Rolex achieved $6.22B through watches alone — the same as Chanel which spans fashion, fragrance, jewellery, and watches. A testament to focused expertise.