I am right in front of me a pretty robust consumer survey (n=52,000) which indicates 63% of Rolexes bought in the US are bought by people with household income less than $100,000. Median HH income for a Rolex purchaser is $50-75K.
Most popular watch brands among HH inc >$100k are Timex, Fossil and Casio but the brands most disproportionately bought by these people, of the 17 brands in the survey, are Tag Heuer (51% of Tags are bought by $100k+), Movado and Swatch. Rolex comes in at #4
Most popular watch brands among HH inc >$100k are Timex, Fossil and Casio but the brands most disproportionately bought by these people, of the 17 brands in the survey, are Tag Heuer (51% of Tags are bought by $100k+), Movado and Swatch. Rolex comes in at #4