Rolex, CARTIER, Omega - In That Order

Despite the dominance of Rolex at the top of the watch industry and marketplace, there's a mighty battle for second place between two luxury watch heavyweights. Traditional Rolex rival Omega has been deposed for four consecutive years by Cartier, a watchmaker once known only for ladies quartz watches bedecked with diamonds. Times change! Tonight, Tim details Cartier's recent dominance and what Omega must due to recover its direct rivalry with Rolex. Cartier before the 2000s was simple: it made jewelry, luxury accessories, and it contracted with a broad range of suppliers to provide watches mostly marketed to women. Cartier's watches were considered an afterthought. Despite legendary models like the Cartier Tank, Cartier Santos, Cartier Crash, and Cartier Pasha, the Cartier watch brand was viewed as nearly a fashion brand. The watches were largely powered by quartz movements, marketed to ladies, and often set with gems. Mens watches weren't a priority, and very few male Omega and Rolex customers even considered cross shopping Cartier watches. How times change. Since at least 2020, Cartier watches have overtaken Omega in both volume and revenue. Omega remains the Swatch Group's largest and strongest watch brand, but it now sits two positions behind Rolex. Powered by its now integrated watch manufacture in La Chaux-de-Fonds, Cartier can build every component of the formidable array of mechanical watches it offers to both male and female watch collectors. Following its 2015 ref