• Sylvester Stallone's watches, including ‘Holy Grail’ of his collection, to be auctioned

  And on June 5, the Hollywood star is putting up 11 watches from his personal collection for auction at Sotheby's in New York...

• 1968 Grand Seiko watch sold for over $90,000 on Yahoo online auction

  A 1968 Grand Seiko watch sold for approximately $90,321, or exactly 13,501,000 yen, on Yahoo online auction. It's hard to believe that anyone would be willing to pay that much for a dirty, old Japanese watch from an unknown seller offering poor quality photographs, and not a single shot of the movement. However, a collector who knows the history of Grand Seiko is willing to pay more than $90,000 for this watch...

• Gold pocket watch found on Titanic's richest passenger sells for record $1.46M

  The pocket watch that belonged to the richest passenger aboard the Titanic has sold at auction in England for $1.46 million, breaking the record for an item associated with the 1912 disaster...

• Ultra-rare Rolex watch sold for record $3.5M

  This watch, introduced in 1942, is one of 12 such models made in the early 1940s. According to the auction house, the watch was originally intended for aviation pilots, but found its niche in the Italian automotive world...

• Discontinued Rolex Daytona Le Mans now selling for $320,000

  Rolex has discontinued the $51,400 white gold Daytona Le Mans (126529LN). These watches currently sell for $320,000 on the used market...

• Vacheron Constantin unveils world’s most complex mechanical watch

  This one-off custom order, known as the Berkley Grand Complication, will be owned by billionaire insurance magnate and Chairman of the Board of Trustees of New York University W.R. Berkeley, an American. He also owns another unique model from Vacheron Constantin, the 57260, which features 57 complications...

• Rolex announces latest offerings at Watches & Wonders 2024 in Geneva

  Rolex has announced its latest offerings at Watches & Wonders 2024 in Geneva. A total of six models will be on display including the GMT-Master II, Day-Date, Perpetual 1908, Deepsea, Daytona, and Sky-Dweller in a variety of designs and sizes...

• Bulgari presents new watches, including Serpenti collection, in collaboration with architect Tadao Ando

  Bulgari has introduced new watch models. The lineup of four new models includes two stunning versions of the Octo Finissimo, the sleek and bold Octo Roma, and the eye-catching Serpenti collection, designed in collaboration with renowned Japanese architect Tadao Ando...

Rolex sales have topped $10 billion for the first time, Morgan Stanley reports. The dominant Swiss luxury watch brand produced 1.24 million watches in 2023, with sales of 10.1 billion Swiss francs ($11.5 billion).

That's an 11% increase over 2022, analysts at Morgan Stanley and Swiss firm LuxeConsult said, adding that Rolex's current level of market share is "unprecedented."

The maker of the Daytona, Submariner, and Datejust models has increased its retail market share to just over 30%. “No other luxury brand can claim such a dominant position in its sector,” the report said.

Louis Vuitton had about a 19% share of the luxury handbag market last year, according to analysts.

The Rolex brand "remains the undisputed number 1 in the luxury watch industry with higher sales than Cartier, Omega, Audemars Piguet, Patek Philippe and Richard Mille combined," they said.

Sales of Swiss luxury watches are still controlled by a handful of brands, with annual sales of more than 1 billion francs. Vacheron Constantin, controlled by Richemont, has joined the elite club of 1 billion francs in sales for the first time in 2023.

At the other end of the spectrum is Swatch Group AG's eponymous brand, which sold more than 2 million MoonSwatch models and about 5.8 million watches in total in 2023 at an average price of 141 francs, analysts say. Largely due to the success of the MoonSwatch, created in collaboration with Omega, Swatch became the fastest growing watch brand for the second year in a row.

But the Morgan Stanley and LuxeConsult's figures are estimates because Swiss watch brands, including Rolex, do not disclose their individual annual sales.

Follow NEWS.am STYLE on Facebook, Twitter and Instagram