Wristwatch trends are shifting faster than ever and the latest data shows which luxury watch models truly dominate both the conversation and the market. From auction records and influencer moments to sales performance and investment potential, these are the ten most influential watch series in the world right now.
We’ve expanded on existing research & original rankings with deeper market insight, historical auction data, celebrity influence and why these watches aren’t just stylish they’re strategic investments.
1. Rolex Datejust
Top Rankings: Sales | Search | Social Media
Investment Appeal: Strong resale | Wide appeal | Iconic versatility
First introduced in 1945, the Datejust was the world’s first self-winding waterproof chronometer wristwatch to feature a date window. Today, it remains one of the most traded and desired Rolex watches on the pre-owned market. With dozens of references and dial combinations like the Wimbledon or Palm dial the Datejust is timeless and adaptable, appealing to both seasoned collectors and first time buyers.
In 2024 the Datejust accounted for 14.9% of all Watchfinder sales among the Top 50 watches and saw the largest YoY increase in Google searches up 28.53%. From Gen Z influencers, to corporate CEOs, the Date Just has become the definitive everyday luxury watch.
2. Rolex Submariner
Top Rankings: Sales | Search Volume
Investment Appeal: High liquidity | Cult following | Strong auction results
The Submariner is arguably the world’s most recognisable dive watch. Modern iterations are water resistant to 300m and feature ceramic bezels, but it’s the discontinued references like the “Hulk” and “Kermit” that command serious prices.
In 2024 the Submariner generated over 9.2 million Google searches, more than any other watch in the top 50. It ranked 2nd in pre owned sales reflecting its unmatched demand.
3. Audemars Piguet Royal Oak
Top Rankings: Celebrity Influence | Editorial Coverage
Investment Appeal: Limited production | Cult status | Consistent appreciation
The Royal Oak birthed the luxury steel sports watch category. Its bold octagonal case and integrated bracelet are now iconic, with rare references like the 15202ST (Jumbo) seeing strong auction performance.
In 2024 the Royal Oak saw over 6,000 media features and was the #2 most discussed watch online, thanks to high profile collaborations with John Mayer and Travis Scott.
4. Rolex Daytona
Top Rankings: Editorial | Recognition (US)
Investment Appeal: Auction legends | Sport heritage | Limited supply
With a legacy tied to motorsports and pop culture (see: Paul Newman), the Daytona is Rolex’s most famous chronograph. The Daytona 116500LN and Rainbow Daytona are particularly sought after.
In 2024 it received over 6,825 media articles with spikes driven by sightings on athletes like Travis Kelce. It also ranked #1 in recognition across the US, confirming its cultural significance.
5. Omega Speedmaster
Top Rankings: Sales | Editorial Coverage
Investment Appeal: Historical legacy | Affordable entry point | NASA endorsed
The Speedmaster is still used by NASA and known as the “Moonwatch.” Recent Snoopy editions and heritage reissues have added fresh energy to the line. It was the 5th best-selling watch of 2024, and appeared in over 4,200 editorial pieces.
Snoopy models in particular have performed well at auction, with some trading at 3x retail price in the secondary market.
6. Rolex GMT-Master II
Top Rankings: Editorial | Social Media
Investment Appeal: Travel functionality | Pepsi/Batman appeal | High collectibility
Originally made for Pan Am pilots, the GMT-Master II is now one of Rolex’s most desirable series. Models like the “Pepsi” (126710BLRO) and “Sprite” (126720VTNR) continue to sell far above retail.
In 2024 it earned 5,710 editorial mentions and had over 83,000 social media posts, largely driven by Jason Kelce’s custom piece worn during his NFL retirement speech.
7. Omega Seamaster
Top Rankings: Sales | Social Media
Investment Appeal: Bond association | Heritage reissues | Affordable luxury
A staple since 1948 and James Bond’s official timepiece since 1995 the Seamaster is a reliable entry into luxury collecting. 2024 saw new interest due to speculation over the next James Bond actor.
With 50,000+ social media mentions and 8.86% of total sales among the top 50 watches, the Seamaster is outperforming expectations.
8. Cartier Santos
Top Rankings: Search | Celebrity
Investment Appeal: Art deco icon | Versatile sizes | Rising Gen Z interest
One of the first wristwatches ever made, the Santos was designed for aviator Alberto Santos Dumont in 1904. Recent models, such as the two tone and skeletonised versions, are attracting younger buyers.
The Santos saw 5 million+ Google searches in 2024 and ranked top 10 for celebrity mentions, with fans including LeBron James and Jennifer Aniston.
9. Rolex Day-Date
Top Rankings: Celebrity Influence | Recognition (UK, France, US)
Investment Appeal: Gold only exclusivity | Presidential prestige | Multilingual display
Known as the “President’s Watch”, the Day Date is worn by global leaders and celebrities alike. Only available in precious metals, the Day Date is both a style statement and a serious investment.
In 2024 it ranked 5th in celebrity reach (90M) and 6th in social media mentions.
10. Rolex Oyster Perpetual
Top Rankings: Editorial | Recognition
Investment Appeal: Entry level Rolex | Broad dial variety | Long term value
As Rolex’s most accessible model, the OP offers classic design in a range of colours. The Celebration and Coral Red dials remain hot commodities on the secondary market.
The OP featured in 4,672 articles in 2024, beating even the Day Date in editorial exposure.
Explore Oyster Perpetual models →
Why These Watches Dominate in 2025
Omnichannel Excellence
Brands like Rolex, Omega and Cartier benefit from consistent branding across online platforms, print media, and sponsored events. Rolex’s high visibility placements at Wimbledon and Formula 1 enhance its luxury image and trust among consumers.
Authentic Celebrity Influence
Models like the Royal Oak and Daytona gain traction through genuine celebrity wear, not just paid promotion. John Mayer and Travis Kelce wearing these pieces led to tangible spikes in search and demand.
Scarcity Drives Urgency
Brands like Patek Philippe and Rolex masterfully manage supply. The limited availability of models like the Pepsi GMT or Tiffany Blue Nautilus fuels premium resale prices and a strong investor base.
Storytelling That Resonates
Omegas Speedmaster remains relevant thanks to NASA heritage storytelling. The Seamaster’s Bond association continues to drive Gen Z engagement… especially on TikTok.
Digital Metrics Tell the Story
- Rolex Datejust: +28.53% search growth YoY
- Royal Oak: +43% Instagram hashtag engagement in late 2024
- Cartier Santos: +17% TikTok content volume
These trends prove a growing younger demographic is entering the market.
The Rise of Watch Investment
As platforms like WatchCharts, Watchfinder, and Chrono24 become essential tools for buyers, transparency in pricing has made watches a viable asset class.
Looking to invest in one of the world’s most influential watches?
At Kettle Club, we source some of the rarest, most desirable timepieces globally. Whether you’re starting your collection or adding a crown jewel, our hand picked stock is backed by market knowledge and insider insight.
