2024, what a year it’s been. For many, watches have been a peaceful escape from chaotic headlines. Each of the 10 watches on this list, from 10 different brands, represents 10 different worlds within themselves. One is linked to the most glamorous race in motorsport, another inspires trips around the globe, and yet another evokes a trip to the moon. These are the best sellers on the marketplace, and there’s a reason why. As you look through the list that follows, you’ll see various archetypes unfold, each representing a specialized personality and showcasing the range this industry is capable of.
1. Rolex GMT-Master II 126710BLNR
The best-selling watch brand on Chrono24 is Rolex. The crown is the most dominant watchmaker in the industry, so that part’s no surprise. However, with so many iconic models in their lineup, we wouldn’t blame you for guessing it would be the Datejust, Submariner, or even the Daytona. We also wouldn’t blame you for thinking the blue-and-red bezel “Pepsi” GMT would take the top slot. But the data doesn’t lie: the GMT with Batman color scheme is on top. Could this signify a seismic shift in consumer preferences? Is the Batman replacing the Pepsi as the world’s favorite GMT? This could be a telling shift in Rolex’s trajectory and the GMT’s legacy.
2. Omega Speedmaster Professional Moonwatch 310.30.42.50.01.002
The Speedmaster is Omega’s all-time best, and the fan favorite has proven to be the latest and greatest. Not only is the 2021 release a steady improvement on the Speedmasters that came before it, but Omega also offers sapphire and hesalite versions, each with its own advantages. By releasing both a thoroughly modern and a vintage-inspired watch under the same reference number, the watch was all but guaranteed to be a bestseller. The question for 2025 will be: can the white-dial Speedmaster take the top spot?
3. Patek Philippe Nautilus 5711/1A-010
Diffusion can work for and against a brand. Want a classic and elegant Patek? You’ll have a buffet of options across dozens of reference numbers. Want a sporty Patek? Your options are much more limited, and not only that, but there’s a clear favorite in the bunch. Rumor has it that the Nautilus’ outsized popularity was a main reason behind its discontinuation. While the hype for the Patek Philippe Nautilus 5711 may have come back down to earth, its cultural impact remains sky-high. As prices become more approachable, potential buyers become more plentiful. As we look forward to 2025, Patek is hoping that a certain new model will become the hot watch to have.
4. Tudor Black Bay Fifty-Eight M79030N-0001
The Black Bay Fifty-Eight was a pivotal watch for Tudor. It was the first major release to kick off the wave of <40mm case sizes, and plenty of others have followed suit since then. It was also a major moment for Tudor to distinguish its identity separate from its “big brother” Rolex. The BB58 brought new attention to Tudor from buyers who might have previously overlooked it. This coincided with increasingly long waitlists for popular Rolex models. It’s well-built, well-designed, well-priced, and, based on our sales data, well-loved too.
5. Vacheron Constantin Overseas 4500V/110A-B128
With a razor-sharp bezel and a bracelet that cleverly incorporates the brand’s signature Maltese cross, the Overseas has gained a dedicated fanbase over the years. It doesn’t have the hype (or the price tag) of its competitors from Audemars Piguet and Patek Philippe, and for many, that’s precisely why they bought it. Vacheron Constantin represents high horology that isn’t desperate for headlines. It’s an “if-you-know-you-know” kind of timepiece, and it also has more water resistance than the Nautilus or Royal Oak, for what it’s worth.
6. Cartier Santos de Cartier WSSA0029
Surprise! The best-selling Cartier watch on Chrono24 is not the Tank. The Santos – or Santos de Cartier if you’re feeling fancy – offers the Parisian sophistication we love with considerably more everyday versatility, especially now that it’s equipped with 100m of water resistance. The word “brutalism” has been thrown around a lot lately in the industry, but the Santos is perhaps the best and oldest example. It’s Cartier class with a touch of aggression, wrapped in a design that has endured for over 120 years.
7. Grand Seiko Heritage Collection SBGA211
Speaking of everyday versatility, the leading non-European option comes from the land of the rising sun in the form of the “Snowflake” SBGA211. This watch packs in all the Grand Seiko favorites, including the angular case, Zaratsu polishing, a Spring Drive movement, and that immaculately nuanced “snowflake” dial. It’s one of the more subdued options compared to Grand Seiko’s other Heritage Collection watches, and that likely plays into its popularity on the market. It’s also crafted in lightweight and comfortable titanium, making it an easy choice to wear again and again.
8. Audemars Piguet Royal Oak Double Balance Wheel Openworked 15407ST.OO.1220ST.01
If you’re going to get an Audemars Piguet, then get an Audemars Piguet. In other words, why not get the full experience by choosing the architecture of the Royal Oak with a full view of the caliber within? The skeletonized Royal Oak adds hype on top of hype and sets itself a step above an already prestigious model. And with a model name that long, you know there’s a lot going on. It’s a delicate balance of steel and precious metal and of bold design and intricate detail. It’s destined to be a future classic, and it’s already a bestseller on the market.
9. TAG Heuer Monaco Calibre 11 CAW211P.FC6356
It’s big, it’s square, and it’s a legend whether you like it or not. The TAG Heuer Monaco has racing in its blood, and it’s powered by the Calibre 11, arguably the world’s first automatic chronograph. The matte blue dial, the square subdials, and the red accents fill a case that’s as unconventional as it is recognizable. As a word of warning, the 39mm case wears much larger than the numbers suggest, but of course, this watch was never meant to be quiet.
10. Zenith Chronomaster Sport 03.3100.3600/69.M3100
Another contender for (arguably) the world’s first automatic chronograph movement, the El Primero movement beats at 36,000 VPH inside the Zenith Chronomaster Sport. Yes, the performance is a big positive for this watch, but you also get design touches like the signature tri-colored subdials, the display case back, and the date window tucked discreetly between 4 and 5 o’clock. It looks a bit like the Daytona, it’s priced similarly to the Speedmaster, and yet, the Zenith Chronomaster Sport is a watch entirely its own.
