The Apple Watch is the most talked-about luxury watch, even beating out Rolex

It’s official: everyone is talking about the Apple Watch.

A luxury brand report released last week by analytics cruncher Netbase using 700 million social media impressions from 2014-15 of people talking about brands claims that the Apple watch has passed every single watch brand — including number one Rolex — to become the most popular luxury watch brand on social media.

Now it’s clear that there’s not much in common between the Apple Watch and pricey Swiss examples of horology — except to the ordinary consumer, who may cross shop the modern and classic wearables.

Fortunately for traditional watch manufacturers, most-talked-about doesn’t necessarily mean most-liked. The survey also included a “passion index,” which measures how favourable or unfavorable the impressions were.

While all the brands were smack in the “love” category of the chart, the largest circle of the somewhat-controversial Apple Watch was the least liked and least intensely, while Rolex was the most liked, with the most intensity. It’s good news generally for Rolex, which has seen overall mentions of their brand raise 48%.

It’s also good news for watchmakers in general, as the “passion index” for watches has risen to 77% overall. The luxury brand category only 69% on average.

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