Rolex vs. Patek Philippe: Which Watch Brand Rules Celebrity Style?
6 min read
I've lost count of the number of times someone has sent me a paparazzi photo asking, "Can you identify the watch?" More often than not, the answer is either Rolex or Patek Philippe. Whether it's an airport look, a Wimbledon appearance, a movie premiere or a Red carpet glimpse, these two brands seem to dominate celebrity wrists across the globe.
After covering the watch industry for a while now, I've noticed an interesting shift. Celebrities aren't just buying expensive watches anymore, they're curating collections that say something about who they are. A Rolex projects confidence, achievement and universal appeal. A Patek Philippe, on the other hand, suggests you're part of a much smaller circle, one that values craftsmanship, rarity and horological pedigree over instant recognition.
So, which brand truly rules celebrity style in 2026? Is it Rolex, with its unmistakable crown recognised in every corner of the world, or Patek Philippe, the watchmaker that collectors dream of owning? Let's take a closer look at the wrists that are shaping luxury watch culture today.
Team Rolex: The Ultimate Global Status Symbol
Few luxury brands have managed to become as universally recognised as Rolex. Whether you're a seasoned collector or someone buying their very first luxury watch, a Rolex instantly communicates success. That's exactly why it remains the default choice for actors, athletes, entrepreneurs and musicians around the world. Nicknamed ‘The Crown’, it truly represents an individual’s crowning glory and is widely recognized even by those who do not describe themselves as watch lovers. Unlike niche haute horlogerie brands, Rolex appeals to almost everyone. A Submariner, Daytona or GMT-Master II can be appreciated by both collectors and casual observers alike.
Virat Kohli
Virat Kohli has long been associated with Rolex, often wearing the Cosmograph Daytona and GMT-Master II. He is also known to gift his colleagues and fellow cricketers Rolexes as gifts as well. Much like his batting, his watch choices balance performance with timeless appeal. His collection reflects the practical luxury that Rolex has perfected over decades.
Roger Federer
Although retired, Roger Federer remains perhaps the most iconic Rolex ambassador of the modern era. His long-standing partnership helped cement Rolex's image as the watch of sporting greatness. In 2025, when the rumours of a new Rolex collection, the Land Dweller were notoriously swirling across social media, it was Federer that confirmed the news sporting the new watch on his wrist via an Instagram post.
Priyanka Chopra Jonas
Priyanka Chopra Jonas, Rolex’s newest testimonee frequently pairs elegant Rolex models with haute couture on international red carpets. Whether it’s attending the Wimbledon games at centre court or a fashion event, Rolex complements her glamourous blend of sophistication and star power.
Jannik Sinner
Jannik Sinner has quickly become one of Rolex's brightest ambassadors. Fresh off multiple Grand Slam victories, his understated style mirrors Rolex's own philosophy-performance without unnecessary excess. Whether lifting trophies as 2026’s grand slam winner sporting the Rolex Daytona or attending official engagements, the young Italian rarely appears without a Rolex on his wrist.
Team Patek Philippe: Quiet Luxury for the Ultra Elite
If Rolex says you've made it, Patek Philippe says you've joined a very exclusive club. Patek Philippe rarely relies on celebrity endorsements. Instead, the brand has become the watchmaker of choice for collectors who understand mechanical artistry, complicated movements and scarcity. A symbol of excellence and the pinnacle of success, the value of a Patek Philippe watch goes far beyond just a wristwatch. As per its own Generations campaign tagline, “You never really own a Patek Philippe. You simply look after it for the next generation.” This particular quote acknowledges the exclusive price tag that comes with owning a Patek Philippe watch whilst also pulling on the heartstrings of potential customers making it a family heirloom.
Shah Rukh Khan: Bollywood's Ultimate Patek Collector
Shah Rukh Khan has quietly assembled one of Bollywood's most enviable watch collections, featuring several coveted Patek Philippe references. His watches often make headlines long before movie promotions do, reinforcing his status as one of India's most sophisticated collectors. When he sported the Patek Philippe Ref. 5304R Grand Complication at the MET Gala 2025, he let his wrist do all the talking at fashion’s biggest night. Whether it's a Nautilus or a Grand Complication, SRK's choices reflect understated luxury rather than flashy excess.
Hardik Pandya: The King of Wrist Flex
Hardik Pandya is perhaps India's most visible modern watch enthusiast. His collection spans Richard Mille, Audemars Piguet and Rolex, but Patek Philippe occupies a special place within it. Rare Nautilus models regularly appear on his Instagram feed, perfectly matching his bold fashion choices. Pandya represents a younger generation of collectors who view watches as both investments and personal statements.
KL Rahul: Minimalist Meets Haute Horlogerie
K. L. Rahul has built a reputation for understated style. Instead of oversized statement pieces, his Patek Philippe choices perfectly complement his minimalist wardrobe. His watches feel intentional rather than loud, exactly the philosophy Patek Philippe has cultivated for generations.
Anant Ambani: The New Generation of Indian Super Collectors
Anant Ambani has emerged as one of the world's most talked-about luxury watch collectors. His collection includes some of the rarest Patek Philippe complications ever produced, alongside extraordinary pieces from independent brands. During his wedding to Radhika Merchant, this stylish groom was seen wearing Patek after Patek in each function making it one of the world’s most expensive and enviable collections in recent times. For collectors, spotting which Patek Philippe appears on his wrist has become an event in itself. To check out Ambani's ultra rare one of one collab with another watch brand, click here.
Why Celebrities Love Rolex
Rolex succeeds because it's instantly recognisable. Even someone with little knowledge of watches can identify a Daytona or Submariner. That visibility matters in celebrity culture. Rolex also offers remarkable versatility. A Daytona works with a tuxedo just as easily as it does with jeans, making it the perfect everyday luxury watch. For actors, athletes and entertainers constantly travelling between formal events and casual appearances, Rolex simply fits every situation. Rare Rolexes rule auction houses, click here to know the astounding figures.
Why Collectors Choose Patek Philippe
Patek Philippe operates differently. Its appeal lies in exclusivity rather than visibility. Many celebrities who own Patek Philippe aren't trying to impress the general public. They operate on the philosophy of if you know, you know. A perpetual calendar, split-seconds chronograph or minute repeater won't necessarily be recognised by everyone, but enthusiasts instantly understand the significance. That's why Patek Philippe has become synonymous with "quiet luxury" years before the phrase became fashionable.
Verdict: Who Wins Celebrity Style?
The answer depends on how you define influence. Rolex dominates in sheer numbers. From Hollywood actors and Formula 1 drivers to tennis champions and Bollywood icons, it's difficult to find another luxury brand with broader appeal. To know more about celebrity spotting click here. If visibility is the metric, Rolex remains the undisputed king.
Patek Philippe, however, commands a different kind of prestige. It attracts celebrities who have moved beyond buying watches for recognition and instead collect them for craftsmanship, rarity and long-term value. Owning a coveted Nautilus or a complicated Grand Complication signals entry into an exclusive circle where access matters as much as wealth.
In 2026, Rolex may still own the spotlight, but Patek Philippe increasingly owns the conversation. The most discerning celebrity collectors from Shah Rukh Khan and Hardik Pandya to Anant Ambani and KL Rahul are gravitating towards Geneva's most revered independent watchmaker, while global icons such as Virat Kohli, Priyanka Chopra Jonas and Jannik Sinner continue to reinforce Rolex's universal appeal. Perhaps that's why this rivalry has endured for generations. Rolex is the watch the world instantly recognises. Patek Philippe is the watch that collectors quietly admire. In celebrity culture today, there's room for both, but for very different reasons.
