The podium
- 01 Rolex Luxury Maison 29.6M
- 02 Cartier Luxury Maison 23.8M
- 03 Bvlgari Luxury Maison 20.8M
How the index is built
The headline metric
Each brand is scored across five global social media platforms: Instagram, TikTok, YouTube, X and Facebook. Rather than comparing raw follower counts, every metric is converted to a percentile rank within the brand set, ensuring a mid-sized brand with exceptional engagement is rewarded alongside those with the largest audiences.
Segments
- Haute Horlogerie
- Luxury Maison
- Accessible
Data freshness
Audience data as of .
Source: watch-social-league-scoring workbook (Google Sheets).
Why percentile rank, not raw followers
A brand with 30 million followers and a brand with 3 million followers aren't judged on the same scale here. Every metric is converted to a percentile rank within the 38-brand set before scoring, so a smaller brand that performs exceptionally relative to its peers scores well even without Rolex-scale reach. It's why Casio (G-Shock) — 14.0M followers, more than all but four brands in this index — sits at 15th rather than in the top five: raw reach is only part of the picture once it's re-based against the field.
Why these five platforms
The index covers Instagram, TikTok, YouTube, X and Facebook — the five global platforms with consistent, publicly available follower data across all 38 brands. Regional platforms (WeChat, Xiaohongshu, LINE) are excluded for now because coverage isn't consistent across every brand in the set, not because they're less important; a regional-platform extension is on the roadmap.
Data sources and limitations
Follower counts are pulled as of June 2026 and logged in the underlying watch-social-league-scoring workbook. Engagement rates shown elsewhere on this page are indicative benchmarks pending live API ingestion — treat them as directional until that's in place. Segment assignment (Haute Horlogerie / Luxury Maison / Accessible) is editorial, based on positioning and price tier rather than a platform metric.
The full ranking
All 38 brands ranked by the Social Presence Index (Global 1 — global platforms only).
| # | Brand | Segment | Score | Followers | ||
|---|---|---|---|---|---|---|
| 01 | Rolex | Luxury Maison | 32.5 | 29.6M | ||
| Leads on total reach by a wide margin: at 29.6M followers, its audience is nearly four times Audemars Piguet's, and its score reflects that even after the percentile adjustment. | ||||||
| 02 | Cartier | Luxury Maison | 32.0 | 23.8M | ||
| Second on both reach (23.8M) and score (32.0), with a gap to third-placed Bvlgari of under a point — the closest contest at the top of the index. | ||||||
| 03 | Bvlgari | Luxury Maison | 31.8 | 20.8M | ||
| Rounds out the podium with 20.8M followers, the third brand in the index to clear the 20-million mark. | ||||||
| 04 | Omega | Luxury Maison | 29.7 | 8.1M | ||
| Ranks fourth on score despite a comparatively modest 8.1M followers, well behind Hublot (13.3M) and Casio (14.0M) in raw reach — a clear case of the percentile methodology rewarding relative performance over audience size. | ||||||
| 05 | Hublot | Luxury Maison | 29.6 | 13.3M | ||
| Sits fifth with 13.3M followers, the second-largest audience in the index behind Rolex and Cartier. | ||||||
| 06 | TAG Heuer | Luxury Maison | 29.3 | 9.1M | ||
| Sixth place on a 9.1M-follower base, ahead of Swatch (9.2M followers) on score despite marginally fewer followers. | ||||||
| 07 | IWC Schaffhausen | Luxury Maison | 28.5 | 6.4M | ||
| Seventh, with 6.4M followers — the smallest audience yet to appear in the top seven, again pointing to the scoring model's weighting beyond raw count. | ||||||
| 08 | Audemars Piguet | Haute Horlogerie | 26.2 | 5.9M | ||
| The highest-ranked Haute Horlogerie brand in the index at 8th overall, ahead of the next-best brand in that segment (Richard Mille) by nearly two points. | ||||||
| 09 | Swatch | Accessible | 26.0 | 9.2M | ||
| The top-ranked Accessible-segment brand at 9th overall, with 9.2M followers. | ||||||
| 10 | Richard Mille | Haute Horlogerie | 24.4 | 6.5M | ||
| Second among Haute Horlogerie brands at 10th overall, with a 6.5M-follower base built on a segment where audiences are typically far smaller than in Luxury Maison. | ||||||
| 11 | Tissot | Accessible | 21.8 | 4.0M | ||
| 2nd among Accessible brands, Tissot holds 21.8 points on 4.0M followers — ranked above Longines (4.5M) and Casio (14.0M) despite both having larger followings. | ||||||
| 12 | Montblanc | Luxury Maison | 21.3 | 4.1M | ||
| 8th among Luxury Maison brands, Montblanc holds 21.3 points on 4.1M followers. | ||||||
| 13 | Breitling | Luxury Maison | 21.2 | 3.1M | ||
| 9th among Luxury Maison brands, Breitling holds 21.2 points on 3.1M followers — separated from Montblanc above it by under a tenth of a point. | ||||||
| 14 | Longines | Accessible | 19.4 | 4.5M | ||
| 3rd among Accessible brands, Longines holds 19.4 points on 4.5M followers — more followers than Tissot above it (4.0M) but a lower score once metrics are re-based to percentile rank. | ||||||
| 15 | Casio (G-Shock) | Accessible | 18.7 | 14.0M | ||
| 4th among Accessible brands, Casio (G-Shock) holds 18.7 points on 14.0M followers — the largest audience in the Accessible segment and more than ten higher-ranked brands, but 4th in the segment once scores are normalised. | ||||||
| 16 | Chopard | Luxury Maison | 18.6 | 3.6M | ||
| 10th among Luxury Maison brands, Chopard holds 18.6 points on 3.6M followers. | ||||||
| 17 | Oris | Accessible | 18.2 | 4.2M | ||
| 5th among Accessible brands, Oris holds 18.2 points on 4.2M followers. | ||||||
| 18 | Jaeger-LeCoultre | Haute Horlogerie | 17.9 | 2.7M | ||
| 3rd among Haute Horlogerie brands, Jaeger-LeCoultre holds 17.9 points on 2.7M followers. | ||||||
| 19 | Vacheron Constantin | Haute Horlogerie | 17.3 | 2.2M | ||
| 4th among Haute Horlogerie brands, Vacheron Constantin holds 17.3 points on 2.2M followers. | ||||||
| 20 | Panerai | Luxury Maison | 16.7 | 2.9M | ||
| 11th among Luxury Maison brands, Panerai holds 16.7 points on 2.9M followers. | ||||||
| 21 | Hamilton | Accessible | 15.7 | 1.6M | ||
| 6th among Accessible brands, Hamilton holds 15.7 points on 1.6M followers — the smallest audience in the Accessible segment. | ||||||
| 22 | Patek Philippe | Haute Horlogerie | 14.2 | 3.0M | ||
| 5th among Haute Horlogerie brands, Patek Philippe holds 14.2 points on 3.0M followers — more followers than the two brands above it in the segment (Jaeger-LeCoultre 2.7M, Vacheron Constantin 2.2M), but a lower score once metrics are re-based. | ||||||
| 23 | Tudor | Luxury Maison | 13.8 | 2.2M | ||
| 12th among Luxury Maison brands, Tudor holds 13.8 points on 2.2M followers. | ||||||
| 24 | Citizen | Accessible | 13.2 | 2.7M | ||
| 7th among Accessible brands, Citizen holds 13.2 points on 2.7M followers — more followers than Hamilton above it (1.6M), but a lower score once metrics are normalised. | ||||||
| 25 | Seiko | Accessible | 12.4 | 2.4M | ||
| 8th among Accessible brands and last of the Accessible segment, Seiko holds 12.4 points on 2.4M followers. | ||||||
| 26 | Piaget | Haute Horlogerie | 10.9 | 2.1M | ||
| 6th among Haute Horlogerie brands, Piaget holds 10.9 points on 2.1M followers. | ||||||
| 27 | Zenith | Luxury Maison | 9.3 | 1.3M | ||
| 13th among Luxury Maison brands, Zenith holds 9.3 points on 1.3M followers. | ||||||
| 28 | Breguet | Haute Horlogerie | 8.2 | 837K | ||
| 7th among Haute Horlogerie brands, Breguet holds 8.2 points on 837K followers. | ||||||
| 29 | Blancpain | Haute Horlogerie | 7.5 | 711K | ||
| 8th among Haute Horlogerie brands, Blancpain holds 7.5 points on 711K followers — fewer followers than Ulysse Nardin below it (821K), but a higher score once metrics are re-based. | ||||||
| 30 | Ulysse Nardin | Haute Horlogerie | 6.0 | 821K | ||
| 9th among Haute Horlogerie brands, Ulysse Nardin holds 6.0 points on 821K followers — more followers than Blancpain above it (711K), but a lower score once metrics are normalised. | ||||||
| 31 | Girard-Perregaux | Haute Horlogerie | 6.0 | 732K | ||
| 10th among Haute Horlogerie brands, Girard-Perregaux holds 6.0 points on 732K followers. | ||||||
| 32 | A. Lange & Söhne | Haute Horlogerie | 5.7 | 841K | ||
| 11th among Haute Horlogerie brands, A. Lange & Söhne holds 5.7 points on 841K followers — more followers than Blancpain, Ulysse Nardin and Girard-Perregaux above it, but a lower score once metrics are re-based to percentile rank. | ||||||
| 33 | Roger Dubuis | Haute Horlogerie | 5.2 | 598K | ||
| 12th among Haute Horlogerie brands, Roger Dubuis holds 5.2 points on 598K followers. | ||||||
| 34 | MB&F | Haute Horlogerie | 4.7 | 470K | ||
| 13th among Haute Horlogerie brands, MB&F holds 4.7 points on 470K followers. | ||||||
| 35 | Baume & Mercier | Luxury Maison | 4.4 | 935K | ||
| 14th among Luxury Maison brands, Baume & Mercier holds 4.4 points on 935K followers — the larger of the two Luxury Maison brands in the index's bottom five. | ||||||
| 36 | Grand Seiko | Luxury Maison | 4.0 | 434K | ||
| 15th among Luxury Maison brands, Grand Seiko holds 4.0 points on 434K followers. | ||||||
| 37 | F.P. Journe | Haute Horlogerie | 1.8 | 372K | ||
| 14th among Haute Horlogerie brands, F.P. Journe holds 1.8 points on 372K followers. | ||||||
| 38 | H. Moser & Cie | Haute Horlogerie | 1.4 | 334K | ||
| 15th among Haute Horlogerie brands and last overall in the index, H. Moser & Cie holds 1.4 points on 334K followers — the smallest audience in the 2026 edition. | ||||||
Frequently asked questions
Which watch brand has the most social media followers?
Rolex, with 29.6M followers combined across Instagram, TikTok, YouTube, X and Facebook as of June 2026 — the largest audience of the 38 brands tracked in this index.
What is the Social Presence Index?
An annual ranking of 38 watch brands by their social media presence, scoring each brand's performance across five global platforms and converting results to a percentile rank so relative performance — not just audience size — determines the score.
How is the ranking calculated?
Each brand's metrics on Instagram, TikTok, YouTube, X and Facebook are converted to a percentile rank within the 38-brand set, then combined into a single score. This means a brand with a smaller following can outscore a larger one if it performs better relative to its peers.
What's the difference between the Haute Horlogerie, Luxury Maison and Accessible segments?
The three segments group brands editorially by positioning and price tier rather than by a social metric: Haute Horlogerie covers the most exclusive, highest-complication makers; Luxury Maison covers established prestige brands with broader recognition; Accessible covers brands with lower price points and typically larger mainstream audiences.
How often is the index updated?
Annually. The current edition reflects audience data as of June 2026, sourced from the watch-social-league-scoring workbook.
Does a bigger social media following mean a higher rank?
Not necessarily. Because scores are based on percentile rank rather than raw follower counts, brands with smaller audiences can rank above larger ones if their relative performance is stronger — Casio (G-Shock), for example, has more followers than ten higher-ranked brands but ranks 15th once scores are normalised.