RATING OF WOMEN’S WATCH BRANDS 2025
Are you choosing a stylish women’s watch? See the rating of brands by design, quality, price and popularity among Ukrainian women
What criteria were used to evaluate watch stores?
The evaluation of women’s watch stores within the framework of the Ukrainian Business Award study was carried out using a multifactor model, which includes 12 criteria grouped into four main blocks:
- Value of the offer
- Positive image
These indicators allow us to assess not only the assortment and quality of goods, but also the level of store recognition, customer loyalty, and digital activity.
Number of services (repair, insurance, maintenance, etc.)
This criterion takes into account additional opportunities that the brand or store provides to its customers: warranty and post-warranty service, repair, adjustment of mechanisms, insurance. An expanded range of services indicates the depth of the service approach to the consumer.
Number of stores represented on the site
This indicator shows the breadth of the assortment: how many brands are represented in the store. A larger number of stores creates more options for the buyer and indicates the strength of partnerships with manufacturers.
Availability of physical stores/pickup points
The physical presence of a store remains important for customers who value the opportunity to visit in person, inspect the product, consult or pick it up. The number of such points affects the overall accessibility rating of the company.
Warranty, months (minimum 12)
The warranty period is an indicator of the seller’s responsibility for the quality of the product. The longer the warranty period, the more the consumer trusts the store and feels confident in the purchase.
CX (Customer Experience Index, score 1-10)
This indicator characterizes convenience, service and attention to the customer at all stages – from familiarization with the assortment to after-sales support. It is formed on the basis of an internal assessment of the processes of interaction with the customer.
Brand awareness (number of branded queries in Google)
The recognition of the store is measured by the number of user search queries. This criterion demonstrates the level of interest in the company and the popularity of its name in the information field.
Years on the market
The length of time a store has been in business indicates the stability of the business, its adaptability to market changes, and consumer trust. Stores with a long history usually have an established reputation.
Percentage of positive reviews (Google)
The quality of service and products is reflected in the ratio of positive reviews to the total number. This indicator is a direct indicator of customer satisfaction.
Website traffic (per month)
The number of unique visitors to a company’s website during a month is an indicator of demand, advertising effectiveness, and target audience interest in the store’s products.
SFU (social media presence index, score 1-10)
The number of active social platforms on which the company operates. A high level of presence in social networks indicates systematic work with the online community and promotion of the store through digital channels.
All these criteria allow us to form an objective and substantiated rating of women’s watch stores based on open data and digital analytics.
Watch Stores: Value Proposition
Value proposition is one of the key blocks in the ranking of women’s watch stores, determining not only the assortment, but also the quality of service, physical accessibility and overall customer experience. The analysis took into account five criteria, the data of which is presented in the table: number of services, number of stores, availability of physical points, warranty period and customer orientation index (CX).
This indicator demonstrates the breadth of after-sales service: watch repair, warranty service, insurance, consultations, etc. The more such services, the more complete the customer support.
- Leader: LuxTime — 5 services, which is the highest indicator among the participants.
- 3 services are provided by: Sekunda, DEKA — they also demonstrate an expanded service model.
The number of brands reflects the range of watches available for selection. More brands means a wider choice, flexibility for customer requests and stronger partnerships with manufacturers.
- Leader: TimeShop — 122 brands.
- Other high indicators: DEKA — 91, WATCH.UA — 83, Sekunda — 71.
Physical presence remains critical for customers seeking advice or to inspect a product before purchase. The table includes the number of locations available for pickup or consultation.
- Leader: DEKA — 45 locations.
- Second — 32 also have a strong physical infrastructure.
The duration of the warranty indicates the seller’s confidence in the quality of their product. It is also an important condition for customers who choose a watch for years.
- Leaders: Attribute Time, TimeShop and THEWATCH – 36 months warranty each.
- WATCH.UA – 24 months, which also exceeds the minimum.
The CX index is a generalized indicator of service quality: it takes into account customer feedback, ease of use of the site, interaction with managers, convenience of delivery and after-sales support.
- Best-Time, DEKA, Noblesse, THEWATCH, LuxTime, Sekunda, WATCH.UA and TimeShop in the sample have a score of 9 out of 10, which indicates a consistently high level of customer service in the market.
This criterion takes into account the number of active social platforms that the company uses to communicate with the audience. This is important for building recognition, loyalty and prompt customer support.
- Leaders: Timebar, DEKA, Sekunda – 4 platforms each.
- Most other companies have an indicator of 3 or lower.
- Only one company (WATCH.UA) is not represented in social networks.
In general, in the “Value of the Offer” block, the undisputed leaders are TimeShop, DEKA, WATCH.UA, and THEWATCH, each of which has its own strengths: wide service, large assortment, physical presence, or extended warranty.
Watch Stores: Positive Image
A store’s positive image is formed through a number of factors that indicate customer trust, media presence, and years of experience. This evaluation block takes into account five criteria: brand awareness, years on the market, percentage of positive reviews, website traffic, and social media activity.
The length of a company’s presence on the market is an indicator of its stability, experience and consumer trust.
- Leaders: DEKA and Sekunda – 33 years each.
- Noblesse – 26 years, which also indicates deep roots in the market.
- Stores that have been operating for less than 20 years are perceived as relatively new players.
Customer reviews are a direct indicator of service quality. A high percentage of positive reviews indicates systematic work with customers.
- Leaders: TimeShop — 99%, THEWATCH — 98%, DEKA — 97%, WATCH.UA — 95%.
- All other companies have indicators within 81–93%, which is also an acceptable level, but inferior to the recognized leaders.
Traffic shows how popular a company’s website is among its target audience. This is the result of effective digital marketing, SEO, and product demand.
- Leader: DEKA — 421,623 visits.
- In second place: Best-Time — 193,808.
- Sekunda is also in the top three — 175,823.
The number of searches for a store name on Google indicates the level of recognition among potential customers. This is an important digital indicator of general interest in the company.
- Leader: DEKA — 33,390 searches.
- In second place: Sekunda — 29,820 searches.
- Best-Time also shows a relatively high figure — 10,590.
Other companies have significantly lower results, which indicates a lower digital visibility of the store.
The first place with the maximum result was taken by the company DEKA, which showed consistently high indicators in all areas: store recognition, breadth of assortment, duration of work on the market, customer orientation, guarantees and digital activity.
The companies Sekunda, TimeShop, Best-Time and LuxTime also showed high results and demonstrate strong positions in key areas. All participants in the rating confirmed a high level of service and orientation towards the modern client.
The Ukrainian Business Award 2025 rating reflects the real situation in the women’s watch market and can serve as a reference point for buyers and business partners.
Analytics developed by Ukrainian Business Award with the support of analytical partners Serpstat, Clarity Project.
The members of our jury also reviewed the analytics and gave their expert assessments: Ilya Slavhorodsky (CEO — Ukrainian Business Award), Oleksandr Stepanov (HBD — Head of Business Development Department of UBTA — Ukrainian Business & Trade Association), and Dmytro Savytsky (psychologist, consultant, business trainer, partner of Tomalogy-Supervisor).
Conclusion: TOP-10 Watch Stores in Ukraine according to UBA
Summing up all the information, we can announce the nominees of Watch Stores in Ukraine 2025:
| Place in the rating | Company | Balls | Balls % |
|---|---|---|---|
| 1 | ДЕКА | 20,13717301 | 100,0 |
| 2 | Секунда | 16,52160788 | 82,0 |
| 3 | TimeShop | 12,14317359 | 60,3 |
| 4 | Бест-Тайм | 8,053422105 | 40,0 |
| 5 | LuxTime | 7,881517236 | 39,1 |
| 6 | WATCH.UA | 7,685990801 | 38,2 |
| 7 | Noblesse | 7,338955544 | 36,4 |
| 8 | THEWATCH | 7,280853511 | 36,2 |
| 9 | Timebar | 6,530903919 | 32,4 |
| 10 | Attribute Time | 6,4264024 | 31,9 |
