The person or wrestler who has the most WWE world Heavyweight Championships is The Texas Rattlesnake 'Stone Cold' Steve Austin.He has won it 14 times!
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As far as storyline is concerned they are both equal due to them both having world title status.
By older WWE fans the WWE Championship is usually seen as more prestigious because of the longer lineage dating back to the 1963 and having 100 title reigns as well as being on the flagship show Raw.
However it can also be argued the World Heavyweight is more prestigious because it looks more like a boxing championship belt, got it's start on raw and is like the NWA/WCW belts.
wwe originol: wwe championship wwe intercontinental championship wwe tag team championship wwe hardcore championship wwe light-heavyweight championship wwe European championship wwe tag team championship womens championship divas championship snatched from wcw: world heavyweight championship united states championship world tag team championship snatched from ecw: ecw championship
current championships: wwe championship wwe world championship wwe united states championship wwe tag team championship wwe world tag team championship wwe womens championship wwe divas championship retired championships: wwe hardcore championship wwe light weight championship wwe European championship wwe million dollar championship wcw cruiserweight championship wcw cruiserweight tag team championship wcw hardcore championship wcw television championship ecw championship ecw world tag team championship ecw ftw world championship ecw television championship ecw Maryland championship ecw Pennsylvania championship all together 21 championships
6 WWE Championship World Heavyweight Championship United States Championship Intercontinental Championship WWE Tag Team Championship WWE Unified Divas Championship
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John Cena is a 10 time WWE Champion. In WWE has won the following championships in the WWE: a. 10 time WWE champ b. 2 time World Heavyweight champ c. 2 time World tag team champ d. 2 time WWE tag team champ e. 3 time United States champ f. 1 time Royal Rumble winner