Rolex, Cartier, Omega, and Breitling are the four most popular watch brands in the United States, though different regions rank them differently, according to a new report released by White Pine Trading.
The report analyzed thousands of leads and transactions from White Pine’s consumer purchasing entity, WPDiamonds.com.
In all four regions of the country—the Northeast, South, West, and Midwest—Rolex leads the pack. But the order of the next three varies. Cartier holds the number two slot in the Northeast and South, but the Midwest and West prefer Omega.
The Northeast is the only section of the country that does not list Piaget or Baume & Mercier in its top ten, while Hublot appears on every list but the Midwest’s. Tiffany & Co. made the Northeast and Midwest lists, but not the other two.
The full top 10 listings can be seen below.
The report also looked at how many counterfeit watches White Pine detected among trade-ins. West Virginia had the highest prevalence, with 22 percent showing up as counterfeit, followed by Mississippi, with 20 percent. Also high on the list: Nebraska (17 percent), Hawaii (15 percent), and Alabama (14 percent).
The report found that Nebraska had the highest average resale value among the states, while Wisconsin had the lowest.
Most Popular Watch Brands by Region
Northeast
1. Rolex
2. Cartier
3. Omega
4. Breitling
5. Patek Philippe
6. Longines
7. Chopard
8. Hublot
9. IWC
10. Tiffany & Co.
South
1. Rolex
2. Cartier
3. Omega
4. Breitling
5. Longines
6. Baume & Mercier
7. Hublot
8. Patek Philippe
9. IWC
10. Piaget
Midwest
1. Rolex
2. Omega
3. Breitling
4. Cartier
5. IWC
6. Patek Philippe
7. Longines
8. Tiffany & Co.
9. Baume & Mercier
10. Piaget
West
1. Rolex
2. Omega
3. Cartier
4. Breitling
5. Patek Philippe
6. Piaget
7. Longines
8. Franck Muller
9. Baume & Mercier
10. Hublot
Source: White Pine Trading
(Pictured: Panthère de Cartier small timepiece in stainless steel, $4,000)
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