Rolex 27.0% share · 83.54M pts · 3.99 comments/postPatek Philippe 10.1% share · 31.06M pts · 3.27 comments/postAudemars Piguet 14.5% share · 44.78M pts · 4.42 comments/postRichard Mille 36.1% share · 111.45M pts · 4.42 comments/postOmega 12.3% share · 38.12M pts · 2.18 comments/post

Calibre · Competitive Social Intelligence · Trailing 30 Days

Five houses, one dial. Who's actually winning the room - and why.

A cross-platform read on Rolex, Patek Philippe, Audemars Piguet, Richard Mille and Omega - built from live TikTok, Instagram, Reddit, Pinterest and X activity. Pick your house to see who's pulling ahead, what they're doing differently, and the counter-move worth running this week.

01 - Share of Voice

Where the engagement is sitting right now

Share of total measured engagement (views + weighted likes/comments/shares) across the full brand-relevant sample.

Rolex: 27.0%Patek Philippe: 10.1%Audemars Piguet: 14.5%Richard Mille: 36.1%Omega: 12.3%
308.95M
engagement pts

02 - Your Position

Tell us who you are

Selecting a house benchmarks it against the others and surfaces a counter-move for each rival.

I am -

03 - Weekly Pulse

Engagement trajectory, by week

Dated posts only (a subset of the full sample - see note below). Undated evergreen and collector content is excluded from this trend line but counted in Share of Voice.

02.50M5.00M7.50M10.00MJun 21-26Jun 27-Jul 2Jul 3-8Jul 9-14Jul 15-20Rolex - Jun 21-26: 2.01M ptsRolex - Jun 27-Jul 2: 2.17M ptsRolex - Jul 3-8: 1.62M ptsRolex - Jul 9-14: 203.4K ptsRolex - Jul 15-20: 68.6K ptsPatek Philippe - Jun 21-26: 1.31M ptsPatek Philippe - Jun 27-Jul 2: 3.46M ptsPatek Philippe - Jul 3-8: 362.8K ptsPatek Philippe - Jul 9-14: 814.4K ptsPatek Philippe - Jul 15-20: 440.8K ptsAudemars Piguet - Jun 21-26: 732.9K ptsAudemars Piguet - Jun 27-Jul 2: 3.93M ptsAudemars Piguet - Jul 3-8: 340.2K ptsAudemars Piguet - Jul 9-14: 853.3K ptsAudemars Piguet - Jul 15-20: 426.7K ptsRichard Mille - Jun 21-26: 7.46M ptsRichard Mille - Jun 27-Jul 2: 3.56M ptsRichard Mille - Jul 3-8: 931.9K ptsRichard Mille - Jul 9-14: 954.3K ptsRichard Mille - Jul 15-20: 447.0K ptsOmega - Jun 21-26: 701.8K ptsOmega - Jun 27-Jul 2: 3.45M ptsOmega - Jul 3-8: 386.5K ptsOmega - Jul 9-14: 835.4K ptsOmega - Jul 15-20: 488.8K pts
Source: KINETK social knowledge graph - TikTok, Instagram, X, Reddit, PinterestClick a house above (or a legend dot) to isolate its line

04 - The Playbook

What each house is doing - and the counter

Grounded in the actual top-performing content from each house's last 30 days, not category assumptions.

Showing all 5 houses. Select one above to benchmark it against the others.

Rolex27.0% share of voice

#2 at 27.0% and the only house that actually gets shared - 5,711 shares against 1,486 for the other four combined.

What's driving it

  • 27.0% share of voice on 75.3M views, second only to Richard Mille. Distribution is the moat: 75.8 shares per million views against Patek's 34.0, RM's 4.3, Omega's 2.1 and AP's 1.3. Shares carry the heaviest weight in the score (x8), and Rolex is the only house earning them at any meaningful rate.
  • It also has the widest content base - 1,404 sampled records, the most of the five, spread evenly across five clusters (198/192/180/128/125 posts) rather than concentrated in one. No rival's narrative set is this balanced.
  • The "his and hers" pairing is its best-converting owned format: the top post is a couples Day-Date/Datejust set at 8.6M views, the #1 cluster is Day-Date and Datejust pairs (198 posts), and a chocolate-dial couples clip converts at 7.4% likes - nearly triple the 2.6% on its biggest post.

Counter-move

  • Don't fight Rolex on distribution - out-converting it is the cheaper path. Its 3.61% like rate is the second-lowest here, so its reach is broad but shallow per impression.
  • Its content is jeweler-supplied, not brand-owned - Trotters Jewellers and Bucherer1888 drive two of its five clusters. That dealer layer is reachable: #trottersjewellers (+89.1%) is an open tag, as are #hongkong (+101.1%) and #dubai (+74.9%).
  • Vintage and pre-owned is a live 192-post lane for Rolex and effectively vacant for everyone else - the easiest structural gap in this pull to claim.
Data caveat - Rolex's weekly line falls from 2.01M to 68.6K across the five buckets - a 97% drop, far steeper than any rival's. That final bucket (Jul 15-20) is almost certainly recency lag in the dated subset rather than a real collapse; treat the trend's right-hand edge as incomplete, and read Share of Voice (full sample) as the reliable number.
Patek Philippe10.1% share of voice

Last at 10.1% and the smallest reach of the five - but the most conversation per view of anyone (145 comments/M).

What's driving it

  • 10.1% share of voice, fifth of five, on 28.3M views and 901.9K likes - the lowest on both counts. The volume story is genuinely bad.
  • The efficiency story is not. At 145.3 comments per million views it leads the set (AP 134.9, Rolex 74.4, Omega 73.3, RM 45.3), and its 34.0 shares per million is second only to Rolex - 8x Richard Mille's. Small audience, unusually responsive.
  • Its top-converting post is the best in the whole dataset: "shes stunninggg" at 1.31M views and 150.6K likes - an 11.5% like rate, against 3-6% for every other house's best. Short reaction-format content, not brand film.

Counter-move

  • Patek is narrow by design and exposed because of it - 625 of its 747 clustered posts (84%) are Nautilus or Aquanaut. One design language, four ways. Any house with a second icon can out-cover it structurally.
  • Its whitespace is dealer- and community-coded: #timelessdesign (+97.1%), #melbourne (+96.3%), #marcgebauer (+94.7%) - reachable through named dealers and creators rather than paid distribution.
  • Unboxing is its repeatable mechanic (165 posts on the 5712/1R alone) and needs no production budget to copy.
Data caveat - Two items inflate Patek's sample. Its fifth cluster is "Blancpain Watches and Luxury Lifestyle" (122 posts) - a different maker entirely - and its #2 top post, "Jewelry Boxes Love Up to 25% Off" (1.7M views, 246 likes, 0.01%), is a shopping ad that also appears verbatim in Omega's top three. Discount both: roughly 6% of Patek's sampled views are commerce bleed-through with no engagement attached.
Audemars Piguet14.5% share of voice

#3 at 14.5% with the best comments-per-post in the set (4.42) - and essentially zero sharing: 50 shares across 1,218 posts.

What's driving it

  • 14.5% share of voice on 39.9M views, third. It converts well on the surfaces that matter for conversation: 4.42 comments per post (joint-best with RM) and 134.9 comments per million views, second only to Patek.
  • Its 4.10% like rate is third of five, ahead of Rolex (3.61%) and Patek (3.18%) - AP is competitive on every interaction axis except one.
  • That exception is severe. 50 total shares, 1.25 per million views, is 60x behind Rolex and the weakest number any house posts anywhere in this pull. Its content gets liked and discussed in place; it never travels.

Counter-move

  • Sharing is AP's structural hole and the cheapest place to beat it - it forfeits the x8-weighted term of the score almost entirely.
  • Model breadth is the other opening: 698 of its 894 clustered posts (78%) are Royal Oak variants - Skeleton, Black Dial 15400ST, Offshore, Chronograph. No second line surfaces at all.
  • Its whitespace is geographic and marketplace-coded - #toronto (+95.1%), #chrono24 (+83.4%), #watchnerd (+66.5%). Regional dealer content is where its audience is most underserved.
Data caveat - Two things overstate AP here. Its three "top posts" are one Royal Oak Chronograph 41mm unboxing uploaded three times (2,748,189 / 2,748,186 / 2,748,185 views, identical 102,658 likes) - read that slot as a single video. And its second-largest cluster, "Rolex Daytona & Vacheron Constantin Overseas" (196 posts), is competitor content the query swept in, not AP product.
Richard Mille36.1% share of voice

#1 at 36.1% and the highest like rate in the set (6.12%) - but 38% of its reach is Jacob & Co. and Bulgari content, not RM.

What's driving it

  • 36.1% share of voice, a third more than #2 Rolex (27.0%), on 94.1M views - and it does it on the fewest sampled records of any house (965 vs Rolex's 1,404). Extraordinary reach per post.
  • The reach converts, unlike the last pull: 6.12% likes on views is the best of the five (AP 4.10%, Omega 3.81%, Rolex 3.61%, Patek 3.18%), and its top three posts run 4.2-6.3% like rates.
  • Where it fails is conversation. 45.3 comments per million views is the lowest here by a wide margin - a third of Patek's 145.3. RM content is watched and liked, then scrolled past.

Counter-move

  • Read RM's #1 with the attribution caveat below applied - a meaningful share of that lead belongs to adjacent haute-horlogerie brands, so the gap to Rolex is narrower than 36.1% vs 27.0% suggests.
  • Craft-process storytelling is its genuine engine and it is not brand-locked: its two biggest posts are both "how this is made" films (gem-setting, sapphire-case coloring) pulling 20.4M and 15.7M views. Any house with a workshop can run that format.
  • Its usable whitespace is celebrity- and cross-luxury-coded - #bubbawatson (+74.2%), #superwatchman (+74.6%), #bulgari (+63.3%). The generic #fy (+68.8%) is a platform tag, not a lane.
Data caveat - Richard Mille's sample is the least brand-pure in this pull. Its largest cluster is explicitly shared - "Richard Mille and Jacob & Co." (449 posts) - its second is "Bulgari Octo Finissimo" (181 posts) with no RM content at all, and its two biggest posts (20.4M and 15.7M views, 38% of its total reach) are Jacob & Co. Bugatti Chiron pieces. Only the 92-post celebrity cluster is unambiguously RM. It also returned three clusters where every rival returned five. The 36.1% is correct arithmetic on what the query matched; it is not 36.1% of attention on Richard Mille.
Omega12.3% share of voice

#4 at 12.3% with the most diversified catalog coverage of the five - and the quietest audience: 2.18 comments per post.

What's driving it

  • 12.3% share of voice on 34.2M views and 1.30M likes, fourth. Its 3.81% like rate sits mid-pack, ahead of Rolex and Patek.
  • Breadth is its real asset. Four distinct model families surface in five clusters - Seamaster Dive/GMT and 007 (194 posts), Speedmaster Snoopy and Moonshine Gold (170), Speedmaster Professional photography (110), Constellation ladies (97) and vintage collectors (96) - against AP's single Royal Oak and Patek's single Nautilus.
  • Story-led product travels best for it: the 007 "On Her Majesty's Secret Service" 50th-anniversary box set ran 2.65M views at a 6.64% like rate, its strongest conversion. Omega is also the most Reddit-weighted house here (426 of 1,151 records, 37%).

Counter-move

  • Omega is the easiest house to out-talk. 2,506 total comments and 2.18 per post are the lowest in the set - roughly half AP's 4.42 - so conversation-led formats take share off it cheaply.
  • It barely gets shared either (2.11 per million views, second-worst). Between comments and shares it forfeits both high-weight terms of the score, which is why breadth isn't translating into rank.
  • Its whitespace is regional and format-coded - #goldwatch (+81.3%), #notts / #nottingham (both +74.5%), #watchesoftiktok (+57.4%). The Nottingham dealer geography is a specific, claimable opening.
Data caveat - Omega's third "top post" is the same "Jewelry Boxes Love Up to 25% Off" shopping ad that appears in Patek's list - 1.7M views on 246 likes (0.01%), about 5% of Omega's total sampled views contributing essentially no engagement. Its genuine top-content picture is the two posts above it.

05 - Summary Metrics

The numbers behind the read

Comments-per-post is the strongest proxy we have for real conversation vs. passive scrolling.

Rolex
Relevant posts1404
Total views75.31M
Total likes2.72M
Comments / post3.99
Engagement score83.54M
TikTok 826Instagram 63Reddit 456Pinterest 48X 11
Patek Philippe
Relevant posts1258
Total views28.32M
Total likes901.9K
Comments / post3.27
Engagement score31.06M
TikTok 699Instagram 81Reddit 424Pinterest 35X 19
Audemars Piguet
Relevant posts1218
Total views39.86M
Total likes1.63M
Comments / post4.42
Engagement score44.78M
TikTok 707Instagram 49Reddit 411Pinterest 45X 6
Richard Mille
Relevant posts965
Total views94.15M
Total likes5.76M
Comments / post4.42
Engagement score111.45M
TikTok 597Instagram 50Reddit 279Pinterest 16X 23
Omega
Relevant posts1151
Total views34.20M
Total likes1.30M
Comments / post2.18
Engagement score38.12M
TikTok 656Instagram 30Reddit 426Pinterest 33X 6

06 - Content Narratives

What each house's audience is actually talking about

Auto-clustered content themes, top performing posts and the highest-premium, still-uncrowded tags for each house.

Deep snapshot · 5,996 posts

Rolex Day-Date And Datejust Pairs

This narrative features Rolex Day-Date and Datejust models, often presented as 'his and hers' or 'couples' sets. Content includes showcases of Datejust 41 and Day-Date 40 watches, with specific dial colors like chocolate and rhodium, sometimes from jewelers like Trotters Jewellers.

198 posts

Vintage And Pre-Owned Rolex Models

This narrative features discussions and listings of various Rolex models, with a strong emphasis on vintage and pre-owned pieces like the Submariner, Day-Date, and Yacht-Master II. Content includes watch collector opinions and promotions from official retailers and jewelers such as Bucherer1888.

192 posts

Rolex GMT-Master II Models

This narrative is centered on Rolex GMT-Master II watches, featuring specific models like the 'Lefty' Sprite, Batman, and Hulk. Content includes showcase posts from jewelers like Trotters Jewellers, highlighting various GMT-Master II references and their designs.

180 posts

Luxury Wristwear And Rolex Collections

This narrative showcases various luxury watches, primarily Rolex models like the Submariner, Daytona, and Datejust, often alongside Audemars Piguet (AP). Content features collectors displaying their 'Rolex gang' or 'big player' status with multiple watches, emphasizing elitestyle and luxury wristwear.

128 posts

New Rolex Releases And Favorites

This narrative explores new Rolex releases and popular models like the Explorer 40 and GMT Batman/Sprite. Content includes questions about favorite Rolex models, discussions about 2023 novelties, and giveaways for models such as the Rolex GMT, targeting watch collectors and enthusiasts.

125 posts

Top performing posts (snapshot)

TikTokThe perfect couples set 🩷🤎8.62M views · 225.8K likes
TikTok2019 Rolex Day-Date 40 (228238)3.43M views · 163.4K likes
TikTokA combination of his and hers chocolate dial datejusts 🍫💎2.59M views · 190.2K likes

White-space tags (high premium, low saturation)

watchnerd +90.9%drip +97.6%hongkong +101.1%trottersjewellers +89.1%dubai +74.9%

Iconic Patek Philippe Nautilus 5711/1A

This cluster showcases the iconic Patek Philippe Nautilus ref 5711/1A-010 in stainless steel with a blue dial. Content frequently features videos and images of this specific model, often referencing its timeless design and status as a luxury timepiece.

172 posts

New Patek Philippe Nautilus Unboxings

This cluster focuses on unboxing and showcasing new Patek Philippe Nautilus models, particularly the 5712/1R. Users express excitement and rate the aesthetics of these luxury timepieces, often highlighting their stunning appearance and cost.

165 posts

Patek Philippe Aquanaut Rose Gold

This cluster highlights the Patek Philippe Aquanaut, specifically the 5167R rose gold model with a brown dial and matching strap. Content from creators like ZMAN Timepieces emphasizes its blend of casual and refined luxury, often noting its availability.

148 posts

Patek Philippe Nautilus Rose Gold Models

This narrative centers on specific rose gold Patek Philippe Nautilus models, such as the 5711/1R and 5712R. Content features discussions and displays of these elegant watches, with creators asking which model users prefer and highlighting their availability in boutiques.

140 posts

Blancpain Watches and Luxury Lifestyle

This cluster features discussions around Blancpain watches, including 'Ultra Thin' models. The content also includes broader themes of luxury lifestyle, with references to flying private and acquiring desirable items.

122 posts

Top performing posts (snapshot)

TikTokPlease don’t be ugly….4.36M views · 137.0K likes
TikTokJewelry Boxes Love Up to 25% Off1.70M views · 246 likes
TikTokshes stunninggg 😍✨💗 シ゚viral1.31M views · 150.6K likes

White-space tags (high premium, low saturation)

marcgebauer +94.7%foryoupage +59%timelessdesign +97.1%dubai +57.3%melbourne +96.3%

Royal Oak Skeleton & Collectibles

Posts focus on the Audemars Piguet Royal Oak Skeleton Openworked models, such as the REF: 15305ST.OO.1220ST.01, and other highly collectible Royal Oak pieces. Content also mentions exclusive commissions, like the 25-piece limited edition gifted by Anant Ambani.

425 posts

Rolex Daytona & Vacheron Constantin Overseas

Content in this cluster predominantly features Rolex Daytona models, specifically the Cosmograph Daytona and 'Panda Daytona', alongside new iterations of the Vacheron Constantin Overseas Self-Winding watch. Posts discuss luxury lifestyle and watch advice, with some creators expressing a shift away from Rolex.

196 posts

Royal Oak Black Dial 15400ST

Content creators like Marc Gebauer showcase the Audemars Piguet Royal Oak Black Dial 2014 (Ref. 15400ST) as an iconic timepiece. Posts highlight its elegance and sportiness, often featuring the 41mm blue dial model as well.

96 posts

Royal Oak Offshore Models

This narrative highlights the Audemars Piguet Royal Oak Offshore collection, featuring models like the 15703ST and various chronographs, including black ceramic versions. Discussions include availability in boutiques and general thoughts on the Offshore line.

91 posts

Royal Oak Chronograph Unboxing

This cluster features unboxing videos and discussions of various Audemars Piguet Royal Oak models, particularly the 41mm Chronograph. Regional mentions like Toronto and Mayfair indicate local enthusiast activity and retail discussions.

86 posts

Top performing posts (snapshot)

TikTokAudemars Piguet Royal Oak Chronograph 41mm unboxing2.75M views · 102.7K likes
TikTokAudemars Piguet Royal Oak Chronograph 41mm unboxing2.75M views · 102.7K likes
TikTokAudemars Piguet Royal Oak Chronograph 41mm unboxing2.75M views · 102.7K likes

White-space tags (high premium, low saturation)

toronto +95.1%blue +61.2%chrono24 +83.4%watchnerd +66.5%watchoftheday +49%

Richard Mille and Jacob & Co. Luxury Watches

This narrative features high-end timepieces from Richard Mille and Jacob & Co., including specific models like the Bugatti Chiron Baguette. Content highlights the intricate manufacturing processes, such as gem setting and sapphire case coloring, required for these luxury watches.

449 posts

Bulgari Octo Finissimo Ultra Thin Watches

This narrative centers on Bulgari's Octo Finissimo Ultra COSC, highlighting its status as the world’s thinnest COSC-certified mechanical watch. It details the watch's platinum construction and limited production of 20 pieces.

181 posts

Celebrity-Owned Richard Mille Watches

This content showcases Richard Mille watches, focusing on specific models like the RM12-01 'Sapphire Blue Tourbillion' worn by J Balvin and the RM 52-01 'Tourbillon Skull' previously owned by Sylvester Stallone. It discusses the delicate crafting process and the watches' value at auction.

92 posts

Top performing posts (snapshot)

TikTokIt takes up to 6 months to complete the Bugatti Chiron Baguette, sourcing the gems, cutting, polishing, and setting them20.38M views · 1.28M likes
TikTokAdding a rich blue color to the sapphire case of the Jacob & Co. Bugatti Chiron makes it more challenging to manufacture15.68M views · 663.9K likes
TikTok@J Balvin is wearing his INSANE Piece Unique Richard Mille RM12-01 ‘Sapphire Blue Tourbillion’, a fantastic timepiece that during the crafting required a very delicate process that didn't allow eve...6.16M views · 320.2K likes

White-space tags (high premium, low saturation)

bubbawatson +74.2%richardmillewatch +67%fy +68.8%superwatchman +74.6%bulgari +63.3%

Omega Seamaster Dive and GMT Models

This narrative features various Omega Seamaster models, including blue dial unboxings, the 'Commander' 007 edition, and GMT variations. Content often focuses on the watches themselves and luxury lifestyle elements.

194 posts

Omega Speedmaster Moonwatch Snoopy Editions

This narrative specifically covers the Omega Speedmaster 'Snoopy' and 'Moonshine Gold' editions, featuring unboxing videos and showcasing various strap combinations with the watches. Content creators often highlight the cosmic details and accessories.

170 posts

Omega Speedmaster Professional Moonwatch Photography

This narrative focuses on the Omega Speedmaster Professional Moonwatch, including the 'Reduced' model, with content showcasing watch photography and features from watch enthusiast accounts like @watchmando.

110 posts

Omega Constellation Ladies & First Luxury Watch

This narrative features Omega Constellation watches, specifically highlighting ladies' models with features like salmon pink dials. Posts also include discussions around purchasing a 'first luxury watch' and general daily style.

97 posts

Vintage Omega Watch Collectors

This narrative is dedicated to vintage Omega watches, showcasing rare models like the Omega Cosmic and Geneve. Collectors often share their appreciation for classic Omega timepieces and their personal collections.

96 posts

Top performing posts (snapshot)

TikTokIf Q gives you a box like that, you know things are getting serious. This set was made for the 50th anniversary of the 1969 movie “On Her Majesty's Secret Service” of the 007 saga. The set includes...2.65M views · 176.3K likes
TikTokMoonshine Gold is a great addition to the Moonswatch collection 😍2.24M views · 63.0K likes
TikTokJewelry Boxes Love Up to 25% Off1.70M views · 246 likes

White-space tags (high premium, low saturation)

trending +64.5%watchesoftiktok +57.4%goldwatch +81.3%notts +74.5%nottingham +74.5%