Apple Watch Outranks Key Watchmaker Rolex

Apple Watch Outranks Key Watchmaker Rolex

Back in November, market insight firm Canalys released research showing that the Apple Watch was dominating the wearables market. And then in December, The International Data Corporation (IDC) released a report predicting that global smartwatch shipments will surpass 200 million units in 2019, with shipments fuelled by the Apple Watch.

The takeaway from these two stories (and there are many more like them), is that the Apple Watch is the big fish in the smartwatch pond. It dwarfs all others. But just how popular is the device when compared to other luxury watches? Is Apple holding their own? Is the Apple Watch as talked about as the likes of Rolex, TAG and Breitling?


Well, new research has been published indicating that the Apple Watch is, in fact, more talked about than all of them. That research comes from analytics firm NetBase, whose report “NetBase Brand Passion Report: Luxury Brands 2016” ranks luxury brands ranked by social mentions. On pages 20 and 21 of the report, there are rankings for the top 15 brands. Unsurprisingly, Apple has a few different rankings in the top 15. They have Apple (USA) at 4th place, iPhone at 11th place and most importantly of all, Apple Watch at 13th place – that’s 1 place above Rolex, who have bumped down a spot by Apple’s wearable. Just above Apple Watch is Burberry in 12th, while eBay saw the best growth in the top 15, jumping 27 places.

It is wise to consider, however, that the report published by Netbase ranks luxury brands from September 1st, 2014 to August 31st, 2015. That coincides with the launch and release of the Apple Watch (September 9th 2014 and April 24th 2015 respectively), and one already knows of the social media frenzy that ensued back then. Now we’re not saying that NetBases’s report is not interesting and factual – that’s not in dispute as it clearly is and makes for good headlines – however, if the Apple Watch were released in 2013 instead, that table may have looked different.

A better indication of the success of the Apple Watch comes from Juniper Research, whose recent study shows that Apple claimed more than half of all global smartwatch shipments in 2015; that’s seriously impressive, and most people agree that Apple will continue to perform extremely well through 2016 as well.

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