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Apple and Android are destroying the Swiss Watch industry


In This fall 2017 – primarily over the past vacation season – market analysis agency Canalys discovered that extra folks purchased Apple watches than Swiss watches. Two million extra, to be actual. Brian Heater has extra knowledge however this information is kind of problematic for the oldsters consuming Coquilles St-Jacques on the slopes of the Jura mountains.

The numbers are estimates primarily based on market knowledge however they nonetheless level to a development. In Q1 2016 Apple shipped 1.5 million watches to Switzerland’s 5.9 million. The intervening quarters have been about the identical till the launch of the Apple Watch three in September 2017, simply in time for vacation buying. The enhance of a brand new telephone and a brand new watch on the identical time meant an ideal storm for upgraders, driving the whole variety of Apple Watches offered previous the Swiss watch gross sales numbers.


This swap doesn’t imply Apple will keep that lead – they’ve one product whereas Switzerland has 1000’s – however evaluating a single firm’s output to a complete business’s on this case is telling.

Carrying watches is, as all of us remind one another, is passé.

“I test the time on my telephone,” we stated for nearly a decade as telephones turned extra ubiquitous. In the meantime watch producers deserted the low finish and started promoting to the excessive finish shopper, the connoisseur.

Check out this chart:

Gross sales of low- to mid-tier watches – and a mid-tier watch can vary in value between $500 and $three,000 (and I’d even lump many $10,000 watches within the mid-tier class) – have been stagnant whereas the true money cows, the costly watches for the ultra-rich, fell slowly from a excessive in 2014. This coincides with falling purchases in China as what amounted to sumptuary legal guidelines diminished the variety of costly items given to deprave officers. Gross sales are up as December 2017 however don’t count on a lot of a bump previous the present slide.

As a lover of all issues mechanical – I did damage just a few years of my life writing a ebook a few watch – I take a look at these tendencies with dismay and a little bit of Schadenfreude. As I’ve stated many times the Swiss Watch business introduced this on itself. Whereas they declare nice numbers and nice success 12 months after 12 months the small producers are consuming one another up whereas practically each main watch model is snooping round for outdoor patrons. There isn’t a cash in churning out mechanical timepieces to an more and more disinterested public.

As time ticks ever ahead issues will change. The as soon as mighty Swiss homes will sink beneath the load of their accreted laurel-resting and Apple will transfer on to embedded mind implants and depart watches behind. The outcome, after a battle that raged for greater than 4 many years, will likely be a lifeless Swiss business catering to a world that has moved on.

Updated: February 13, 2018 — 3:16 pm

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