Rolex, Apple, Casio, Omega: the 12 best-selling watches of all time

In 2026, the watch market remains dominated by a handful of models that have become legendary. Watches costing less than 20 euros rub shoulders with timepieces costing over 10,000 euros in this atypical ranking. Yet there is no magic formula for predicting the success of a timepiece.

Digital watches that made history

TheApple Watch shook up the watchmaking landscape as soon as it was released in 2015. In its first year, Apple sold around 10 to 12 million units, ten times more than Rolex’s entire annual production. We’re now on version 11, and more are sure to follow.

The Casio F-91W represents the exact opposite of this technological debauchery. This masterpiece, priced at less than 20 euros, adorns the wrists of world leaders and high-school students alike. For 37 years, its approach has remained unchanged.

The Casio G-Shock was born of a story worthy of a movie. A Casio designer dropped and broke a precious timepiece given to him by his father. So upset was he that he set out on a mission to create an unbreakable model. Thus was born the first G-Shock in 1983.

“This watch represents everything you’d expect from a digital watch. No frills, no bells and whistles.”

The Timex Ironman and the sporting community

The Timex Ironman appeared just after the breakthrough of the G-Shock. Instead of following the trend for unbreakable models, Timex turned its attention to the triathlon community. This strategy won over athletes looking for measurable performance.

From 1984 onwards, its popularity grew steadily. In 1993, US President Bill Clinton was seen wearing a Timex Ironman at his inauguration. It was this moment that brought the model into the public eye.

• Apple Watch: around 10 to 12 million sold in the first year
• Casio F-91W: less than 20 euros, 37 years of existence
• Casio G-Shock DW5000C: released in 1983, withstands drops from 10 metres
• Timex Ironman: popular with athletes since 1984
• Rolex Submariner: over 10,000 euros, cinema legend

Quartz watches that have conquered the world

The MoonSwatch, born of the collaboration between Swatch and Omega, has received a unanimous welcome. This timepiece combines the emblematic design of the Speedmaster Moonwatch with the bright colors of Swatch. The limited editions led to queues of several days in front of the boutiques.

The Tissot PRX repopularized the Rolex Oysterquartz and Vacheron Constantin 222 form. Its modern iteration appeared in 2021 with the might of the Swatch Group behind it. What’s more, the reliability of the Powermatic 80 movement has won over many buyers.

The Cartier Tank perfectly illustrates the success of quartz in luxury. In 1919, its square case was a daring novelty. Then, in 1977, the Tank received a quartz motor in the Tank Must model. By 1980, this version dominated sales.

Swatch Gent, the phoenix of Swiss watchmaking

Swatch Gent rose from the ashes of the quartz crisis that threatened Swiss industry. It chose to adopt this technology at a much lower price. Precision and accessibility were thus combined in a single case.

The Gent was released in 1983 for less than 50 Swiss francs, or around 55 euros today. At this price, enthusiasts could build up a varied collection. Since then, colors, designs and collaborations have multiplied.

Mechanical timepieces at the top of the watch market

The Rolex DateJust is the ultimate watchmaking icon. Introduced in 1945, it was the first in the Rolex collection to incorporate a date window. More than 80 years later, it remains relevant thanks to numerous dial variations.

The Seiko 5 proves that it’s possible to combine mechanical engineering with affordability. Since its appearance in 1963, the Japanese brand has demonstrated that it can compete with the Swiss. Its current collection includes sports models, diving versions and many other options.

The Rolex Submariner is described as a titan of the watchmaking world. It has all the appeal of a diving model and was the first Rolex to appear in a James Bond film. In 1962, Cubby Broccoli reportedly gave his own piece to Sean Connery for filming.

The Omega Speedmaster owes its popularity to the conquest of space. Omega created this timepiece in the 1950s, and it passed NASA’s famous tests. It subsequently became the first watch to be worn on the surface of the Moon, giving it a unique status in watchmaking history.

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