Worldwide Wish List - The Most-wanted Luxury Brands and Items Around the World

Luxury brands have long symbolised prestige, exclusivity, and craftsmanship. From luxury watches to designer handbags, these items are the very best of the best, but they usually come with a price tag to match.

But which luxury items are the most desired in the world? To find out, we’ve analysed Google search data for some of the world’s most well-known luxury products, including designer watches and more.

Omega's Speedmaster is the most-searched watch, garnering over 5.3 million searches annually, beating Rolex's Datejust (5.2 million searches) by a narrow margin. The Omega Speedmaster is a popular choice amongst watch collectors, mainly as it was the first model by the brand to be taken to space. The Speedmaster also tends to come in a little bit cheaper than the Rolex Datejust, which may be more attractive to collectors. Omega also has its Seamaster (4.9 million searches) in the top 3, affirming Omega's strong presence in the market.

Fourth and fifth places go to the Cartier Santos (3.47 million searches) and Patek Philippe Nautilus (2.87 million searches), respectively.

While Rolex's Datejust is second, the brand has more models (7) on the list than any other, showing its broad appeal and popularity.

Affordable and practical options such as the Casio F-91W came much further down the list, not making the top ten, showing that luxury options are still the most desired.

It seems as though the citizens of Switzerland want to purchase a new watch the most, with 10,843 searches per 100,000 people and over 950,000 searches in total. The top three most-wanted watch models in the country include the Omega Speedmaster, Rolex Datejust, and Cartier Santos.

Second, third and fourth places go to the Nordic countries of Denmark, Norway and Sweden, respectively. The most-wanted watch in all three nations is the Omega Seamaster, with 337,400 searches combined.

Making up the rest of the top five is Austria, where citizens searched for specific watch models over 517,000 times in total, equating to 5,773 searches per 100,000 people.

The country searching for watches the least is Japan, with just 138 searches per 100,000 people and 170,410 searches overall. The most-wanted watch model in Japan is the Rolex Datejust.

In terms of watch brands, Rolex is in a league of its own, clocking in almost 51 million searches annually, showing its enduring allure and brand power.

Cartier is second but lags significantly behind Rolex, with 28.9 million searches. Cartier, of course, is not only known for its watches but also for its broader range of luxury items like jewellery.

Garmin, known for its smartwatches and GPS tech, secures the third position with 24 million searches, which could imply an increasing interest in functional, tech-integrated timepieces.

A few more affordable brands made the top ten, including Casio (17.8 million searches) and Seiko (11.3 million searches).

Although it only had the ninth-highest number of searches for specific watch models, Italy is the country searching for watch brands the most. The most-wanted watch brand in the country is Rolex (8.8 million searches), followed by Garmin (4.5 million searches) and Montblanc (4.3 million searches).

Watches are certainly a popular possession to own in Switzerland, as the country takes second place for the highest number of searches for watch brands (68,947 searches per 100,000 people and over 6 million searches in total), as well as topping the list for the highest number of searches for specific watch models.

Making up the rest of the top five are Luxembourg, France and Norway, which placed third, fourth and fifth, respectively. The most-wanted watch brand in all three countries is Rolex, with almost 3.6 million searches combined.

The country searching for watch brands the least is South Korea, with just 1,503 searches per 100,000 people and 778,420 searches overall. The most-wanted watch brand in the country is Cartier.

Van Cleef & Arpels tops the list for jewellery, with their bracelets and necklaces amassing nearly 4.9 million and 3 million searches, respectively. Cartier and Pandora also rank highly, with Cartier's Love bracelet (2.78 million searches) and Pandora's charm bracelet (1.79 million searches) being particularly popular.

Bracelets are overwhelmingly popular, occupying four spots in the top five. Rings also have a notable presence, but necklaces and earrings are fewer in number.

Interestingly, there is a significant drop-off in search volume after the first four items. Van Cleef & Arpels' bracelets have nearly 25 times more searches than Cartier's Trinity ring, in fifth. This suggests that the top few items dominate consumer interest to a large extent.

It seems as though the citizens of Iceland want to expand their jewellery collection the most, as they top the list for the highest number of searches for specific jewellery items, with 108,481 searches per 100,000 people and 407,150 in total. By far the most-wanted piece of jewellery in Iceland is the Cartier Love bracelet, which garnered over 309,000 of the total searches.

In second place, but behind Iceland by a country mile, is Greece. Some of the most-wanted jewellery items in the country include the Van Cleef & Arpels bracelets and necklaces, as well as the classic Pandora charm bracelet.

Making up the rest of the top five are the UK, Ireland and Australia, which received over 2.7 million searches combined.

The country searching for specific pieces of jewellery the least is Chile, with just 20 searches per 100,000 people and 3,900 searches overall. Just like Iceland, the most-wanted jewellery item in Chile is the Cartier Love bracelet.

Pandora stands head and shoulders above the rest, with 164 million searches annually. The brand is often associated with charm bracelets, making it accessible and popular among a wide demographic.

Following Pandora, Gucci and Dior take the second and third spots with almost 67 million and 52.9 million searches, respectively. These brands are not limited to jewellery but are giants in the fashion industry as a whole.

Despite its iconic status, Tiffany & Co. doesn’t make the top ten, with a surprisingly low search volume of 2.77 million annually.

Although it only reached position 28 for the highest number of searches for specific jewellery items, the Czech Republic is the country searching for jewellery brands the most, garnering over 227,000 searches per 100,000 people and 23.8 million searches overall. The most-wanted jewellery brand in the Czech Republic by far is Pandora, followed by Swarovski and Gucci.

In second place is Poland, where Pandora is also the most-wanted jewellery brand, amassing almost 23.3 million searches alone.

Making up the rest of the top five are the UK, Australia and Luxembourg, receiving over 63.5 million searches combined.

The country searching for jewellery brands the least is South Korea, with just 2,422 searches per 100,000 people and almost 1.3 million searches in total. The most-wanted jewellery brand in the country is Dior.

The Saddle and Lady bags from Dior take the top two spots, with annual searches of 2.64 million and 1.27 million, respectively, indicating a solid brand presence. These bags alone amass nearly 4 million searches annually, a testament to Dior's popularity.

The Birkin and Kelly bags, two iconic Hermès designs, are not far behind in popularity. Though not as frequently searched as Dior's offerings, they are stalwarts in the designer bag world.

Gucci has the most entries on the list with five different bag models, which suggests a diverse range of popular offerings.

It appears that the citizens of Australia want to expand their handbag collection the most, as they garnered over 2,100 searches per 100,000 people and 555,640 searches in total. The most-wanted handbag in the country is the Dior Saddle bag (158,700 searches), followed by the Marc Jacobs Snapshot bag (64,500 searches) and the Loewe Puzzle bag (60,200 searches).

Taking third, fourth and fifth place are Ireland, the UK and the U.S. respectively. The most-wanted handbag in Ireland is the Marc Jacobs Snapshot bag, while the most-wanted handbag in both the UK and the U.S. is the Dior Saddle bag.

Making up the rest of the top five is Canada, with 1,099 searches per 100,000 people and 426,360 searches overall. The Dior Saddle bag and the Loewe Puzzle bag are also amongst the most-wanted handbags in Canada, along with the Dior Lady bag.

The country searching for specific handbags the least is Colombia, with just 16 searches per 100,000 people and 8,550 searches overall. The most-wanted handbag in the country is also the Dior Saddle bag (1,870 searches), closely followed by the Dior Lady bag (1,800 searches), proving the brand’s popularity.

Although it only peaked at position 11 for the highest number of searches for specific handbags, Luxembourg tops the list for the highest number of searches for handbag brands, garnering over 75,500 searches per 100,000 people and almost 495,000 searches overall. By far the most-wanted handbag brand in the country is Louis Vuitton, amassing over 117,000 searches. This is more than double the amount of searches for Massimo Dutti, which came in second place with 52,600 searches.

Taking second and third place are France (66,658 searches per 100,000 people and over 43.1 million searches) and Australia (65,530 searches per 100,000 people and over 17.3 million searches). The most-wanted handbag brand in both countries is also Louis Vuitton, with almost 12.5 million searches combined.

Making up the rest of the top five, with little between them, are Switzerland and Portugal, in fourth and fifth place, respectively. The most-wanted handbag brand in Switzerland is Louis Vuitton (1.2 million searches) and the most-wanted handbag brand in Portugal is Massimo Dutti (2.5 million searches).

Once again, the country searching for handbag brands the least is South Korea, with just 4,281 searches per 100,000 people and over 2.2 million searches in total. The most-wanted handbag brand in the country is also Louis Vuitton, with 254,100 searches.

At the summit, Louis Vuitton reigns supreme with a staggering 118 million annual searches. The brand resonates at an unparalleled scale, a reflection of its enduring legacy and the desirability of its luxury handbags.

Gucci and Dior follow in second and third place with just under 67 million and 52.9 million searches, respectively. These brands, along with Chanel and Coach, who share the fourth spot with 41.2 million searches, make up the quintessential core of luxury handbag brands that have stood the test of time.

Brands like Massimo Dutti, Prada, and Versace sit comfortably in the middle. With annual search volumes around the 20 to 40 million mark, these are by no means small players. They represent established brands that maintain a steady level of consumer interest, although they haven't soared to the dizzying heights of Louis Vuitton or Gucci.

It’s evident that people love an array of car models made by Porsche, as the brand takes the top four spots on the list, totalling over 63.7 million searches in total. The most-wanted model is the Porsche 911, amassing over 19.4 million searches, which is followed by the Cayenne, Macan and Panamera models.

The Audi Q7 model takes fifth place, garnering almost 8.6 million searches. Some of the other models appearing within the top 10 include the Range Rover Evoque and the Cadillac Escalade.

However, the car brands appearing the most on the list are Audi, BMW and Rolls-Royce, which are all featured five times and amassed almost 65.3 million of the total searches.

The country searching for cars the most is Portugal, with citizens generating 60,221 searches per 100,000 people and almost 6.2 million searches in total. As expected, the most-wanted car model in the country is the Porsche 911, followed by the Porsche Cayenne and the Range Rover Evoque.

Following closely behind is New Zealand, which garnered over 59,500 searches per 100,000 people and over 3.1 million searches overall. The most-wanted car model in the country is also the Porsche 911.

Making up the rest of the top five are Luxembourg, Slovenia and Slovakia. As expected, the Porsche 911 model is also the most-wanted car in all three of these countries, showing the true popularity of the iconic model.

The country searching for specific car models the least is Mexico, with just 61 searches per 100,000 people and 78,210 searches in total. The most-wanted car models in the country are the Porsche 911, Porsche Cayenne, and the Cadillac Escalade.

Tesla has soared in popularity in recent years, which is evident in the fact that it received almost 107 million searches. The company, which is famous for its electric vehicles, was founded by Martin Eberhard and Marc Tarpenning, with business tycoon Elon Musk also being the largest shareholder and CEO.

Following not too far behind is BMW, with over 99.7 million searches. Some of the brand’s most popular models include the X7, iX and 7 Series.

Making up the rest of the top five, with not much between them, are Porsche (63.3 million searches), Lamborghini (61.3 million searches) and Audi (60 million searches).

Lexus and Volvo share ninth place with 31.3 million searches each. The Lexus LS model peaks at the number 30 position in the most-wanted car models; however, Volvo fails to make an appearance.

Swapping positions this time are New Zealand (205,143 searches per 100,000 people and 10.7 million searches overall) and Portugal (201,876 searches per 100,000 people and almost 20.7 million searches overall). The most-wanted car brand in both countries is Tesla, amassing over 1.4 million searches combined.

The third position goes to Luxembourg, where the most-wanted car brands include Tesla, BMW and Porsche, making up 180,600 of the total 451,810 searches.

Making up the rest of the top five are the Netherlands (164,893 searches per 100,000 people and over 29 million searches in total) and Slovenia (124,965 searches per 100,000 people and over 2.6 million searches in total).

The country searching for car brands, as well as specific car models, the least is Mexico, with just 352 searches per 100,000 people and 451,810 searches overall. As expected, the most-wanted car brand in the country is Tesla (3.3 million searches), but is closely followed by BMW (3.2 million searches).

We began by creating lists of luxury watch, jewellery, handbag and car brands. We then used these lists, as well as sources such as Gear Patrol, Elle, Vogue and Top Gear, to create lists of some of the most popular watches, jewellery items, handbags and car models.

Next, we used Google Keyword Planner to discover the total amount of searches for each brand and item/model between September 2022 and August 2023, both worldwide and by OECD country.

We then used World Population Review to discover the population figures for each of the OECD countries before normalising the number of searches against the population and working out how many searches were carried out per 100,000 people.