Rolex: the brand most targeted by luxury watch thieves in 2025
Rolex is the most sought-after brand among thieves of precious timepieces: 51% of watches reported stolen in 2025 belong to the Swiss manufacturer. This is according to The Watch Register, one of the leading international databases of lost and stolen luxury watches. Analysis of the 2025 data also revealed that the past year was "extraordinary," marked by global growth and a surge in verifications.
A watch reported every hour
Specifically, more than 10,000 watches with unique serial numbers have been reported stolen or lost, an average of one watch registered every hour. This brings the total number of registered watches to more than 113,000, with an estimated value of £1.7 billion (approximately €1.9 billion).
The United States and international trafficking
According to the analysis conducted on the database, the most significant growth was observed in the United States, where the number of professional clients increased by 78%, and the recovery of stolen watches jumped by 110% compared to 2024.
"This reflects growing concern among US retailers about cross-border theft and the laundering of stolen watches via international markets," the report explains. "Increasingly, recoveries involve watches that have been moved between countries and continents in an attempt to evade detection."