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Watch brands spent more on advertising in 2014 in the U.S.

Watch companies spent an estimated $535.36 million on advertising in 2014 in the U.S., according to Kantar Media. That’s an increase of 8.7 percent over 2013 and it is the first time spending has exceeded the $500 million mark.

However, spending $10 million on advertising does no longer guarantee a brand a spot in the Top 10. Last year Seiko increased its advertising budget by nearly $4 million and dropped out of the Top 10. Tudor boosted its advertising budget from $8.2 million in 2013 to $12.0 million last year and stayed at #12. Breguet passed the $10 million mark for the first time and fell 2 spots to #13.

For the 15th consecutive year, Rolex was the biggest watch advertiser in 2014. Rolex’s $56.37 million estimate was about $5 million less than in 2013, but it still kept a healthy lead over perennial #2 Breitling at $45.12 million. The big story at the top of the chart was Omega, which boosted its budget by 50 percent, jumping to $34.49 million from just under $23 million the previous year to position itself solidly in third place on the list, well ahead of #4 Cartier ($25.45 million).

One notable new arrival in the Top 10 list was Patek Philippe. Patek moved from #13 in 2013 to #9 last year by more than doubling its advertising spending to $15.69 million. That’s nearly $10 million more than it spent two years ago ($5.83 million).

TAG Heuer remains a monster marketer ($15.36 million), but a 30 percent cut in its ad expenditure dropped it from #5 to #10 on the list. Moving up the ranks were Citizen (#5), Chanel (#6) and Longines (#8).

Here is the top of watch brands who spent more than $5 million on advertising in the U.S. in 2014.

  1. Rolex (56.38)
  2. Breitling (45.11)
  3. Omega (34.49)
  4. Cartier (25.45)
  5. Citizen (23.62)
  6. Chanel (20.89)
  7. Movado (19.69)
  8. Longines (17.81)
  9. Patek Philippe (15.69)
  10. TAG Heuer (15.36)
  11. Seiko (14.94)
  12. Tudor (12.02)
  13. Breguet (10.02)
  14. Audemars Piguet (9.51)
  15. Chopard (7.98)
  16. Swatch (7.58)
  17. Parmigiani Fleurier (6.49)
  18. Richard Mille (6.04)
  19. Armitron (5.83)
  20. Baume & Mercier (5.71)
  21. Montblanc (5.60)
  22. Timex (5.52)
  23. Rado (5.38)
  24. Ball Watch (5.37)
  25. Ulysse Nardin (5.12)
  26. Zenith (5.01)

adapted from WatchTime

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