Bestsellers : Thailand

The Thai watch market, especially in Bangkok, continued to conduct brisk trade throughout 2012. While the first half of the year grew relatively slowly, strong sales during the second half of the year contributed to the overall luxury watch market in Thailand, resulting in 10% growth over the year. As watch collectors are always on the look-out for new collections, we are proud to present the results of the bestselling watches in recent months noted by leading watch distributors and large boutiques in Bangkok:


Cortina Watch
Headquartered in Singapore, a branch of Cortina Watch (Thailand) Co.,Ltd. was established in Thailand in 2004 under the name “Cortina Watch Espace”. Located at the Erawan Bangkok, the company ranks amongst the biggest luxury watch boutiques in the heart of the capital. The top seller in 2012 was Audemars Piguet’s Royal Oak collection. These watches featuring distinctively sturdy designs with a longstanding lineage and impeccable reputation have proved immensely popular among sports watch collectors. Cartier’s Tank and Santos collections also performed well with their inimitable design and a size that fits smaller Thai wrists. Similarly, IWC’s Pilot’s Watch and Patek Philippe’s Nautilus 5712 all sold well due to outstanding designs, sizes that match Thai people’s physiques, a famous brand, and the view that these watches have good value. These compelling factors are also true for the Rolex Explorer which has a winning design, offers good value, has a relatively limited annual production, and most importantly, is backed up by the name ‘Rolex’, which is an eternally popular brand in Thailand.


PMT The Hour Glass
Formed in 2008, this company is a joint-venture between Prima Times Co., Ltd. and The Hour Glass (Thailand) Co., Ltd. operating two branches at Siam Paragon and Gaysorn Shopping Centre under the multi-brand concept. It currently distributes leading international brands but also showcases masterpieces from famous independent watchmakers like De Bethune. In 2012, the watch brands that sold well at PMT The Hour Glass were Rolex and Patek Philippe, equally popular due to their outstanding and distinctive appearance, relatively limited annual production each year, and investment value. Brands like Chopard, Hublot, and Richard Mille also numbered among the bestsellers. However, demographics and market preferences affect these three brands considerably. At Chopard, women like the Happy Sport collection while men are interested in the Mille Miglia collection. For Hublot, the trendy Big Bang collection sells well. Although Richard Mille is a new brand, it has a striking design and mechanical complexity that have made it exceedingly popular among watch collectors who admire intricate movements.


For more than 20 years, Pendulum has served as a distributor of high-end watches in Thailand. The top five bestselling brands in descending order are Panerai, Franck Muller, Breitling, Jaeger-LeCoultre, and A. Lange & Sohne. As Pendulum’s leading brand, Panerai’s stylish Italian looks have certainly proved its staying power over the years with designs that have won the hearts of both professional young Thais who are starting their careers and experienced watch collectors well-versed in the details of the brand’s products and history. Price is certainly another factor that has contributed to its popularity. In second place is a relative newcomer like Franck Muller, which was among the first brands to create an indelibly strong brand image when it first launched. Not only has it succeeded in impressing watch collectors to this day, but it has also managed to match its marketing to its appealing designs. Breitling is another brand that has been able to maintain a good brand image, appealing to those with a penchant for sports and aviator watch styles. Jaeger-LeCoultre has remained consistently popular among buyers for its classical designs, price range, and alluring brand history.

Review overview