Rolex: 213/288 (74.0%; 95% interval 68.6–78.7%). Omega: 171/288 (59.4%; 95% interval 53.6–64.9%).
LUXURY
Luxury Watches AI Visibility Index 2026
Luxury Watches Index 2.0: Rolex Leads AI Answers
Published June 28, 2026 · Updated November 7, 2026
288
AI answers analyzed across ChatGPT, Claude, Gemini and Perplexity
74%
of answers named Rolex, the most-named (213 of 288)
31
tracked brands named at least once (of 31)
69.1%
of Google searches showed an AI Overview (47 of 68)
Version 2. This version replaces the first version of this study, first published June 28, 2026. It uses measured counts, so the two versions are not comparable. Version 2 asks 24 questions three times each on ChatGPT, Claude, Gemini and Perplexity (288 answers) and adds Google AI Overviews. Every rate comes with its count and a 95% interval.
What the data shows
01
Rolex
Rolex leads this measured set. Rolex: 213/288 (74.0%; 95% interval 68.6–78.7%). Omega: 171/288 (59.4%; 95% interval 53.6–64.9%).
02
90/288 (31.2%)
Rolex was the first brand named in 90 of 288 answers, more than any other tracked brand. Its average first position was 2.7.
03
39/72 (54.2%)
Claude named Tudor in 39 of 72 answers. The other engines named it in 28 to 29 of 72.
04
52/72 (72.2%)
Claude named Omega in 52 of 72 answers. The other engines named it in 35 to 43 of 72.
05
7/285 (2.5%)
Rolex's own domains were cited in 7 of 285 grounded answers, more than any other tracked brand. TAG Heuer followed at 6 of 285. 18 of 31 tracked brands had 0 of 285.
06
47/68 (69.1%)
Google AI Overviews appeared on 47 of 68 searches (CI 57.4–78.8%). On the other 21, no overview was shown.
07
31/47 (66%)
Rolex was the brand named most often in AI Overviews, at 31 of 47, followed by Omega at 27 of 47 (57.4%). In the four-engine set, Rolex was named in 213 of 288 answers (74%).
08
168/285 (58.9%)
bobswatches.com was cited in 168 of 285 grounded four-engine answers, with 221 of 2,372 citations (9.3%). youtube.com came second with 80 citations in 71 answers (24.9%).
Appearance rate across 288 four-engine answers. The bar is the 95% confidence interval; overlapping bars cannot be told apart at this sample size.
Which brands AI engines name
Rolex
74.0%
Omega
59.4%
Patek Philippe
55.2%
Audemars Piguet
50.0%
Cartier
44.8%
Tudor
43.1%
Vacheron Constantin
39.6%
Grand Seiko
36.8%
A. Lange & Söhne
26.4%
Jaeger-LeCoultre
22.6%
Breitling
20.1%
Longines
18.8%
TAG Heuer
18.8%
IWC Schaffhausen
18.4%
F.P. Journe
18.1%
| # | Name | Named in | Appearance rate | 95% interval |
|---|---|---|---|---|
| 1 | Rolex | 213/288 | 74.0% | 68.6–78.7% |
| 2 | Omega | 171/288 | 59.4% | 53.6–64.9% |
| 3 | Patek Philippe | 159/288 | 55.2% | 49.4–60.8% |
| 4 | Audemars Piguet | 144/288 | 50.0% | 44.3–55.7% |
| 5 | Cartier | 129/288 | 44.8% | 39.2–50.6% |
| 6 | Tudor | 124/288 | 43.1% | 37.5–48.8% |
| 7 | Vacheron Constantin | 114/288 | 39.6% | 34.1–45.3% |
| 8 | Grand Seiko | 106/288 | 36.8% | 31.4–42.5% |
| 9 | A. Lange & Söhne | 76/288 | 26.4% | 21.6–31.8% |
| 10 | Jaeger-LeCoultre | 65/288 | 22.6% | 18.1–27.7% |
| 11 | Breitling | 58/288 | 20.1% | 15.9–25.1% |
| 12 | Longines | 54/288 | 18.8% | 14.7–23.7% |
| 13 | TAG Heuer | 54/288 | 18.8% | 14.7–23.7% |
| 14 | IWC Schaffhausen | 53/288 | 18.4% | 14.4–23.3% |
| 15 | F.P. Journe | 52/288 | 18.1% | 14.0–22.9% |
The full list
Own-domain citation is the share of 285 grounded answers that cited the tracked name's own domains (subdomains included). Citation share is of all 2,372 citations.
| # | Brand | Named in | Appearance rate | 95% interval | First mention | Own-domain citation | Citation share |
|---|---|---|---|---|---|---|---|
| 1 | Rolex | 213/288 | 74% | 68.6–78.7% | 2.7 | 2.5% (7/285) | 0.4% |
| 2 | Omega | 171/288 | 59.4% | 53.6–64.9% | 3.8 | 1.4% (4/285) | 0.2% |
| 3 | Patek Philippe | 159/288 | 55.2% | 49.4–60.8% | 2.3 | 0.4% (1/285) | 0% |
| 4 | Audemars Piguet | 144/288 | 50% | 44.3–55.7% | 3.3 | 0.4% (1/285) | 0% |
| 5 | Cartier | 129/288 | 44.8% | 39.2–50.6% | 5 | 0% (0/285) | 0% |
| 6 | Tudor | 124/288 | 43.1% | 37.5–48.8% | 3.7 | 0% (0/285) | 0% |
| 7 | Vacheron Constantin | 114/288 | 39.6% | 34.1–45.3% | 4.2 | 1.1% (3/285) | 0.1% |
| 8 | Grand Seiko | 106/288 | 36.8% | 31.4–42.5% | 5.1 | 0.7% (2/285) | 0.1% |
| 9 | A. Lange & Söhne | 76/288 | 26.4% | 21.6–31.8% | 4.5 | 0.7% (2/285) | 0.1% |
| 10 | Jaeger-LeCoultre | 65/288 | 22.6% | 18.1–27.7% | 5.3 | 0.7% (2/285) | 0.1% |
| 11 | Breitling | 58/288 | 20.1% | 15.9–25.1% | 7 | 1.1% (3/285) | 0.1% |
| 12 | Longines | 54/288 | 18.8% | 14.7–23.7% | 5.9 | 0% (0/285) | 0% |
| 13 | TAG Heuer | 54/288 | 18.8% | 14.7–23.7% | 7.5 | 2.1% (6/285) | 0.4% |
| 14 | IWC Schaffhausen | 53/288 | 18.4% | 14.4–23.3% | 7.6 | 0.4% (1/285) | 0% |
| 15 | F.P. Journe | 52/288 | 18.1% | 14–22.9% | 5.1 | 0% (0/285) | 0% |
| 16 | Breguet | 50/288 | 17.4% | 13.4–22.2% | 5.5 | 0% (0/285) | 0% |
| 17 | Richard Mille | 49/288 | 17% | 13.1–21.8% | 6.9 | 0% (0/285) | 0% |
| 18 | Zenith | 40/288 | 13.9% | 10.4–18.4% | 6.5 | 0.4% (1/285) | 0% |
| 19 | Oris | 38/288 | 13.2% | 9.8–17.6% | 5.4 | 0% (0/285) | 0% |
| 20 | Seiko | 36/288 | 12.5% | 9.2–16.8% | 6 | 0% (0/285) | 0% |
| 21 | Blancpain | 34/288 | 11.8% | 8.6–16% | 6.1 | 0% (0/285) | 0% |
| 22 | Tissot | 24/288 | 8.3% | 5.7–12.1% | 4.2 | 0% (0/285) | 0% |
| 23 | Panerai | 22/288 | 7.6% | 5.1–11.3% | 6.4 | 0% (0/285) | 0% |
| 24 | Nomos Glashütte | 21/288 | 7.3% | 4.8–10.9% | 6.5 | 0% (0/285) | 0% |
| 25 | MB&F | 20/288 | 6.9% | 4.5–10.5% | 4 | 0.4% (1/285) | 0% |
| 26 | H. Moser & Cie | 19/288 | 6.6% | 4.3–10.1% | 4.8 | 0% (0/285) | 0% |
| 27 | Chopard | 15/288 | 5.2% | 3.2–8.4% | 8.3 | 0% (0/285) | 0% |
| 28 | Hamilton | 15/288 | 5.2% | 3.2–8.4% | 5.3 | 0% (0/285) | 0% |
The full list (continued)
| # | Brand | Named in | Appearance rate | 95% interval | First mention | Own-domain citation | Citation share |
|---|---|---|---|---|---|---|---|
| 29 | Christopher Ward | 9/288 | 3.1% | 1.7–5.8% | 6 | 0% (0/285) | 0% |
| 30 | Hublot | 9/288 | 3.1% | 1.7–5.8% | 6.7 | 0% (0/285) | 0% |
| 31 | Montblanc | 1/288 | 0.3% | 0.1–1.9% | 3 | 0% (0/285) | 0% |
The top eight, side by side
| # | Name | Appearance rate | Answers and interval | Other measures |
|---|---|---|---|---|
| 1 | Rolex | 74.0% | 213/288 answers · 95% CI 68.6–78.7% | first-mention position: 2.7; owned-domain citation (7/285): 2.5%; citation share: 0.4% |
| 2 | Omega | 59.4% | 171/288 answers · 95% CI 53.6–64.9% | first-mention position: 3.8; owned-domain citation (4/285): 1.4%; citation share: 0.2% |
| 3 | Patek Philippe | 55.2% | 159/288 answers · 95% CI 49.4–60.8% | first-mention position: 2.3; owned-domain citation (1/285): 0.4%; citation share: 0% |
| 4 | Audemars Piguet | 50.0% | 144/288 answers · 95% CI 44.3–55.7% | first-mention position: 3.3; owned-domain citation (1/285): 0.4%; citation share: 0% |
| 5 | Cartier | 44.8% | 129/288 answers · 95% CI 39.2–50.6% | first-mention position: 5; owned-domain citation (0/285): 0%; citation share: 0% |
| 6 | Tudor | 43.1% | 124/288 answers · 95% CI 37.5–48.8% | first-mention position: 3.7; owned-domain citation (0/285): 0%; citation share: 0% |
| 7 | Vacheron Constantin | 39.6% | 114/288 answers · 95% CI 34.1–45.3% | first-mention position: 4.2; owned-domain citation (3/285): 1.1%; citation share: 0.1% |
| 8 | Grand Seiko | 36.8% | 106/288 answers · 95% CI 31.4–42.5% | first-mention position: 5.1; owned-domain citation (2/285): 0.7%; citation share: 0.1% |
Claude named Tudor in 39 of 72 answers. The other engines named it in 28 to 29 of 72. Claude named Omega in 52 of 72 answers. The other engines named it in 35 to 43 of 72.
ChatGPT
72 asked · 72 returned · 72 grounded
Same questions, different answers
Rolex
69.4%
Patek Philippe
56.9%
Omega
48.6%
Audemars Piguet
48.6%
Tudor
38.9%
Grand Seiko
38.9%
Claude
72 asked · 72 returned · 69 grounded
Rolex
81.9%
Omega
72.2%
Patek Philippe
55.6%
Tudor
54.2%
Audemars Piguet
52.8%
Cartier
52.8%
Gemini
72 asked · 72 returned · 72 grounded
Rolex
76.4%
Omega
56.9%
Patek Philippe
55.6%
Audemars Piguet
50.0%
Cartier
44.4%
Vacheron Constantin
43.1%
Perplexity
72 asked · 72 returned · 72 grounded
Rolex
68.1%
Omega
59.7%
Patek Philippe
52.8%
Audemars Piguet
48.6%
Cartier
44.4%
Vacheron Constantin
43.1%
Google AI Overviews were captured through 68 U.S. desktop searches and scored only where an overview appeared, so five-engine figures use 288 + 47 = 335 answers.
The fifth engine
69%
Trigger rate: 47 of 68 searches
Google AI Overviews appeared on 47 of 68 searches (69.1%, CI 57.4–78.8%). The other 21 searches showed no overview. Within the 47 overviews, Rolex was named in 31 (66%), Omega was named in 27 (57.4%), Patek Philippe was named in 23 (48.9%), Audemars Piguet was named in 20 (42.6%). youtube.com was the most-cited source, with 77 citations and an appearance in 40 of 47 overviews.
| Five-engine rank | Name | Five-engine rate | Four-engine rank |
|---|---|---|---|
| 1 | Rolex | 72.8% | 1 |
| 2 | Omega | 59.1% | 2 |
| 3 | Patek Philippe | 54.3% | 3 |
| 4 | Audemars Piguet | 49.0% | 4 |
| 5 | Cartier | 43.3% | 5 |
| 6 | Tudor | 39.4% | 6 |
| 7 | Vacheron Constantin | 38.2% | 7 |
| 8 | Grand Seiko | 33.7% | 8 |
| 9 | A. Lange & Söhne | 23.9% | 9 |
| 10 | Jaeger-LeCoultre | 20.6% | 10 |
Who each question surfaces first
Six questions from the set. Each tile uses that question's own four-engine answers as the denominator.
| Question | Leader | Next | AI Overview |
|---|---|---|---|
| Q01 · 12 answers | Rolex 100.0% | Omega 100.0%; Patek Philippe 91.7% | AI Overview shown on 2 of 3 searches |
| Q02 · 12 answers | Rolex 100.0% | Patek Philippe 100.0%; Audemars Piguet 100.0% | AI Overview shown on 3 of 3 searches |
| Q03 · 12 answers | Tudor 100.0% | Omega 100.0%; Rolex 100.0% | AI Overview shown on 3 of 3 searches |
| Q04 · 12 answers | Tudor 100.0% | Rolex 100.0%; Grand Seiko 100.0% | AI Overview shown on 1 of 3 searches |
| Q05 · 12 answers | Rolex 100.0% | Tudor 91.7%; Grand Seiko 75.0% | AI Overview shown on 3 of 3 searches |
| Q06 · 12 answers | Patek Philippe 100.0% | Audemars Piguet 100.0%; Vacheron Constantin 25.0% | AI Overview shown on 3 of 3 searches |
The four engines produced 2,372 citations in total. bobswatches.com was cited most often, with 221 citations (9.3%) across 168 answers. Next came youtube.com (80), en.wikipedia.org (78), teddybaldassarre.com (74), chrono24.com (72), vertu.com (58).
Four AI engines · share of 285 grounded answers
Most-cited domains
bobswatches.com
58.9%
youtube.com
24.9%
teddybaldassarre.com
24.2%
chrono24.com
22.1%
en.wikipedia.org
16.8%
vertu.com
15.1%
hodinkee.com
12.3%
swisswatchexpo.com
11.6%
hautetime.com
10.2%
stuff.tv
10.2%
Google AI Overviews · share of 47 overviews
youtube.com
85.1%
reddit.com
34.0%
teddybaldassarre.com
19.1%
chrono24.com
17.0%
facebook.com
17.0%
the1916company.com
14.9%
instagram.com
10.6%
en.wikipedia.org
10.6%
swisswatchexpo.com
8.5%
timeandtidewatches.com
8.5%
Citation share by source type
Share of all citations by the type of site cited.
| Source type | Four AI engines (of 2,372 citations) | Google AI Overviews (of 217 citations) |
|---|---|---|
| Other / unclassified | 1,031 (43.5%) | 50 (23%) |
| Company / brand sites | 722 (30.4%) | 36 (16.6%) |
| General news / business press | 162 (6.8%) | 1 (0.5%) |
| Community / social | 139 (5.9%) | 116 (53.5%) |
| Review / comparison publishers | 123 (5.2%) | 1 (0.5%) |
| Trade / specialist press | 108 (4.6%) | 8 (3.7%) |
| Reference | 86 (3.6%) | 5 (2.3%) |
| Directories / rankings | 1 (0%) | 0 (0%) |
How can brands improve their AI visibility?
These steps follow from the measured results above. They describe what the engines cited in this study and are not a guarantee of results.
| Step | What this study measured |
|---|---|
| Put your facts on your own domain. | Rolex's own domains were cited in 2.5% of grounded answers, TAG Heuer's in 2.1% and Omega's in 1.4%. |
| Keep your facts accurate on the sites engines cite. | The most-cited sites other than the tracked names' own were bobswatches.com (in 58.9% of grounded answers), youtube.com (24.9%), teddybaldassarre.com (24.2%), chrono24.com (22.1%) and en.wikipedia.org (16.8%). General news and business press supplied 6.8% of citations and community and social 5.9%. |
| Check each engine separately. | Gemini named Jaeger-LeCoultre in 31.9% of answers against 5.6% on ChatGPT. Claude named Omega in 72.2% of answers against 48.6% on ChatGPT. |
| Watch names outside the tracked list. | Kari Voutilainen (17 answers), Greubel Forsey (13 answers), Philippe Dufour (12 answers), Sartory Billard (9 answers) were named often but were not tracked. |
| Re-run the same questions every month. | Compare counts and intervals, not ranks. The 24 questions are in the appendix. |
What AI answers
Which watch brands lead these AI answers?
Rolex leads this measured set. Rolex: 213/288 (74.0%; 95% interval 68.6–78.7%). Omega: 171/288 (59.4%; 95% interval 53.6–64.9%).
Which brand is named first most often?
Rolex was the first brand named in 90 of 288 answers, with an average first position of 2.7.
How often do Google AI Overviews appear for these questions?
An overview appeared on 47 of 68 searches (69.1%, CI 57.4–78.8%). Within those 47 overviews, Rolex was named most often, in 31 (66%).
Which sources do the engines cite?
Across 2,372 four-engine citations, bobswatches.com was cited most (221 citations, in 168 of 285 grounded answers), followed by youtube.com (80 citations).
Do the four engines agree?
Only in part. Claude named Tudor in 39 of 72 answers, against 28 to 29 of 72 on the other engines. Claude named Omega in 52 of 72 answers, against 35 to 43 of 72 on the other engines.
How this study was measured
24 questions × 3 runs each × 4 AI engines = 288 answers + 68 Google searches · 47 AI Overviews
24 questions asked three times on each of ChatGPT, Claude, Gemini and Perplexity, measured November 1, 2026. United States, English; Google retrieval uses desktop results. Models: gpt-5-mini, claude-sonnet-5-5, gemini-3.6-flash only, sonar-pro. Google AI Overviews come from DataForSEO, not inferred chat answers. Appearance counts returned text, including ungrounded answers; citation rates use grounded answers. Longer overlapping names suppress shorter ones; First mention is the earliest eligible name order. Own-domain rates include declared domains and subdomains; shared parent scopes may count for multiple names and cannot be summed as unique citations.
| Engine | Model IDs called | Asked | Returned | Grounded |
|---|---|---|---|---|
| ChatGPT | gpt-5-mini | 72 | 72 | 72 |
| Claude | claude-sonnet-5-5 | 72 | 72 | 69 |
| Gemini | gemini-3.6-flash | 72 | 72 | 72 |
| Perplexity | sonar-pro | 72 | 72 | 72 |
| Google AI Overviews | DataForSEO Google SERP (live, advanced) | 68 | 47 shown | 47 |
Own-domain citations count a domain plus all its subdomains, with the same rule in every table.
Definitions
- Appearance rate: answers naming the tracked name ÷ answers returned, with Wilson 95% intervals.
- First mention: average order in which the tracked name first appears (1 = first).
- Own-domain citation: grounded answers citing the tracked name's domains ÷ grounded answers.
- Citation share: citations to the tracked name's domains ÷ all citations.
Limits
- Only 31 tracked brands are ranked; results are not an exhaustive market ranking.
- Only the tracked brands were scored. Untracked names that appeared often were not scored, including Kari Voutilainen (17 answers), Greubel Forsey (13 answers), Philippe Dufour (12 answers), Sartory Billard (9 answers).
- 356 of 360 planned results were returned. 4 AI Overview lookups were excluded after at most three total attempts.
- 68 successful Google searches: 47 overviews shown; 21 without an overview. Failures are excluded, not scored as zero.
- 3 chat answers had no search sources and are left out of the citation figures.
- Questions 4, 6 and 12 name Rolex, Patek Philippe, Audemars Piguet and Grand Seiko, so each of those counts includes up to 12 answers to a question that names it.
- Removing 3 Core questions naming tracked subjects leaves 252 eligible answers. The top two are Rolex (188/252) and Omega (149/252); their order does not change.
- Names with no tracked own site are shown with a dash. Source types use Company / brand sites only for verified official organisations; other unresolved sites are Other / unclassified.
- Wilson 95% intervals are descriptive; overlapping leading intervals do not establish a sole leader. Measurements do not endorse medical, legal, financial or product claims.
- The earlier edition’s brands are retained. Independent and value brands were added because the questions cover their category.
- Seiko and Grand Seiko are counted separately; a mention of Grand Seiko does not also count as Seiko.
- Answers came from each engine's API (model IDs above); the consumer apps can answer differently.
Appendix: The 24 questions
Questions marked "Core question" are the original study questions, asked word for word. The others are added neutral questions.
| # | Question | Group | Source |
|---|---|---|---|
| 01 | What is the best luxury watch to buy? | Luxury Watches Index 2.0 | Core question |
| 02 | What luxury watch brands hold their value best? | Luxury Watches Index 2.0 | Core question |
| 03 | What is the best first luxury watch? | Luxury Watches Index 2.0 | Core question |
| 04 | What are the best alternatives to a Rolex? | Luxury Watches Index 2.0 | Core question |
| 05 | What is the best value luxury watch? | Luxury Watches Index 2.0 | Core question |
| 06 | Patek Philippe vs Audemars Piguet: which is better? | Luxury Watches Index 2.0 | Core question |
| 07 | What are the best luxury dive watches? | Luxury Watches Index 2.0 | Core question |
| 08 | What are the best luxury watches under $10,000? | Luxury Watches Index 2.0 | Core question |
| 09 | Which watch brands are considered the holy trinity? | Luxury Watches Index 2.0 | Core question |
| 10 | What is the best luxury watch for everyday wear? | Luxury Watches Index 2.0 | Core question |
| 11 | What are the best independent watch brands? | Luxury Watches Index 2.0 | Core question |
| 12 | Is a Grand Seiko worth it compared with Swiss brands? | Luxury Watches Index 2.0 | Core question |
| 13 | Which luxury watch brands are the most prestigious? | Luxury Watches Index 2.0 | Added question |
| 14 | Which luxury watches have historically performed well at resale auctions? | Luxury Watches Index 2.0 | Added question |
| 15 | Which luxury watches do collectors want most? | Luxury Watches Index 2.0 | Added question |
| 16 | What are the best luxury sport watches? | Luxury Watches Index 2.0 | Added question |
| 17 | What are the best luxury chronograph watches? | Luxury Watches Index 2.0 | Added question |
| 18 | What are the best luxury dress watches? | Luxury Watches Index 2.0 | Added question |
| 19 | What are the best thin dress watches from luxury brands? | Luxury Watches Index 2.0 | Added question |
| 20 | Which brands make the finest haute horlogerie watches? | Luxury Watches Index 2.0 | Added question |
| 21 | What are the best entry-level Swiss luxury watches? | Luxury Watches Index 2.0 | Added question |
| 22 | What are the best luxury watches under $5,000? | Luxury Watches Index 2.0 | Added question |
| 23 | Which independent watchmakers offer custom-made or bespoke watches? | Luxury Watches Index 2.0 | Added question |
| 24 | Which luxury dive watches have the highest water-resistance ratings? | Luxury Watches Index 2.0 | Added question |
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5W is an independent PR, creative and AI Visibility agency founded in 2003, and we get you in the chatbox. All of our work is done in house, including media relations, site building and content. Learn more about our GEO practice or write to info@5wpr.com.
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