The leading market research in the luxury watch industry. Since 2004.


The WorldWatchReport™ is an unmatched and unbiased market study based on a solid and field-tested methodology

Search Engine Queries

To provide the most transparent and unbiased information about the luxury watch client, the WorldWatchReport™ tracks consumer behavior through the leading global search engines. Thanks to Digital Luxury Group’s privileged relationships with the search engines and in-house developed technologies, an average of 1 billion client search queries are collected annually. Based on Google, Bing, Yandex in Russia and Baidu in China, the total amount of queries represent an average of 85% global search market share.

Data Collection and Analysis

Using proprietary DLG technology DemandTracker™, every online search related to the brand is monitored, including specific keywords, model names, etc. Once collected, this data is filtered, analyzed and translated into 14 intentions to properly decipher the needs of the online luxury watch clientele. The 1 billion+ global search queries collected in the WorldWatchReport™ encompass a large semantic field of 17’229 keywords related to the brands, including synonyms, plurals and misspellings.


In order to accurately cover the global demand for luxury watches, the official languages of each market are used to track client searches. In total, twelve different languages are monitored: Portuguese, Russian, simplified and traditional Chinese, Taiwanese, Japanese, French, Italian, Spanish, German, Thai and Arabic.


As multi-products brands, such as Cartier, Chopard or Bulgari, may generate significantly more search volumes than watch-only brands, data is harmonized to identify watch-only demand and exclude searches for other products  for example: “Cartier jewelry” or “Tag Heuer mobile phone” etc. Similar corrections are made for brands whose names have various associations such as Montblanc, Omega or Zenith.

Brands grouping

Thanks to the contribution and feedback from several watchmaking industry experts from the media, brands and retailers, the following criteria have been taken into consideration to define 5 coherent watch brand categories:

  • Brand positioning (market and target audience)
  • Offer (average entry price point)
  • Volume (similar volume of demand)
  • Competitive environment

Ambassadors and Models

Using in house business intelligence tools and third party information, more than 200 watch ambassadors and 1,300 luxury watch models are tracked to provide an overall picture of the luxury watch industry.

Social Media

Five of the major social media platforms are currently tracked by the WorldWatchReport™: Facebook, Twitter, YouTube, Instagram and Chinese Social Media platform Sina Weibo. Using Edashboard™, an in-house technology developed by the Digital Luxury Group, the evolution of the 62 watch brands has been tracked since the beginning of the social media development within the luxury industry.

Social media platforms WorldWatchReport

1B+ queries

The WorldWatchReport™ tracks more than 1 billion queries submitted by watch aficionados in the most popular search engines worldwide.

85% market share

The WorldWatchReport™ is based on searches made through Google, Bing, Yandex and Baidu, together representing an average of 85% global search market share.

17,229 keywords

The WorldWatchReport™ encompasses a large semantic field of 17,229 keywords related to the brands, including synonyms, plurals and misspellings.

14 intentions

To determine the real needs of the luxury watch clientele, our exclusive DemandTracker™ technology classifies consumer intentions into 14 specific categories : Accessory, Brand, Offline Distribution, Online Distribution, Model, Preowned, Price, Case Material, Complication, Gender & Style, Share, Repair, Replica, and Social Media.

1,300 models

The WorldWatchReport™ tracks a database of 1,300 luxury watch models.

200 ambassadors

The WorldWatchReport™ tracks the popularity of more than 200 luxury watch brand ambassadors.