Rolex: The Brand Most Targeted by Luxury Watch Thieves in 2025
Rolex is the watch brand most sought after by thieves of luxury timepieces: 51% of watches reported stolen in 2025 are from the Swiss manufacturer. This is according to The Watch Register, one of the leading international databases tracking lost and stolen luxury watches. An analysis of data from 2025 also revealed that the past year was “extraordinary,” marked by global growth and a surge in verifications.
One watch reported every hour
Specifically, more than 10,000 watches with unique serial numbers were reported as stolen or lost, an average of one watch reported every hour. This brings the total number of reported watches to more than 113,000, with an estimated value of 1.7 billion pounds (approximately 1.9 billion euros).
The United States Faces International Trafficking
According to the analysis of 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 surged by 110% compared to 2024.
“This reflects growing concern among U.S. dealers regarding cross-border theft and the laundering of stolen watches through international markets,” the report explains. “Increasingly, recoveries involve watches that have been moved between countries and continents in an attempt to evade detection.”