Jacob & Co, the fastest-growing watchmaker in 2025

The American brand Jacob & Co has been identified as the fastest-growing Swiss watch brand in 2025, according to the ninth annual Swiss Watcher report published by Morgan Stanley in partnership with LuxeConsult/Oliver R. Müller.

For the ninth consecutive year, Swiss watchmaking consultancy LuxeConsult has compiled its Swiss Watcher report, which analyzes the estimated sales of the top 50 watch brands in 2025.

While the big four of watchmaking (Rolex, Cartier, Audemars Piguet, and Omega) remain at the top, American ultra-luxury player Jacob & Co stands out by clinching the title of fastest-growing watch brand in 2025, despite its 27th place worldwide.

This achievement is all the more significant given that the year was characterized by market contraction and increasing polarization. Last year saw Swiss watch exports fall sharply in both value and volume on the international market.

Sharp market contraction

For the second consecutive year, the global Swiss watch market contracted, losing 1.7% of its total value to CHF 49 billion (excluding VAT).

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Read also > Swiss watch exports fell again in 2025

Featured photo: © Jacob & Co