AWJ - Market & Data analysis on Swiss Watches Retail Sales 2020
Swiss Watches Industry which is estimated to be worth CHF32 billion at retail in the year 2020 plummeted by 21.8% and this is steepest decline below the level since 2009 and is certainly due to the Covid-19 pandemic strong impact on the Swiss Watch Industry according to a report published by Morgan Stanley. Despite a catastrophic start to 2020 – the first quarter was abysmal for sales with an 81% crash year-on-year in Swiss watch exports – a handful of strong brands managed to limit the damage caused by the pandemic. The top ten companies – (as per the above table) had a combined sales of CHF21.73billion, which translates into a combined market share of 68.0%. | Top Ten Swiss Watches Retail (CHF) market in 2020 | | | | Rank | Brands | Groups | Units Sold | Retail Value CHF (mln) | Share % | | 1 | ROLEX | Rolex | 810,000 | 7,956 | 24.90% | | 2 | OMEGA | Swatch | 500,000 | 2,813 | 8.80% | | 3 | CARTIER WATCHES | Richemont | 490,000 | 2,152 | 6.70% | | 4 | PATEK PHILIPPE | Independent | 53,000 | 1,865 | 5.80% | | 5 | LONGINES | Swatch | 1,500,000 | 1,969 | 6.20% | | 6 | AUDEMARS PIGUET | Independent | 40,000 | 1,377 | 4.30% | | 7 | RICHARD MILLE | Independent | 4,300 | 788 | 2.50% | | 8 | TISSOT | Swatch | 2,400,000 | 997 | 3.10% | | 9 | TAG HEUER | LVMH | 400,000 | 957 | 3.00% | | 10 | IWC | Richemont | 130,000 | 855 | 2.70% | | | | | | 21,729 | 68.00% | Swiss Watch Retail market of top 50 Brands by group Rolex outperformed the broader industry –despite a decline in sales of about 15% last year, the brand remains the top brand in terms of revenue. With a market share equivalent to a quarter of the total, Rolex is the undisputed leader with 24.9% retail market share, Swatch Group (13 brands) with 24.9% market share, Richemont (11 brands) having 18.0 %market share, LVMH (five brands) with 7.1% market share, Kering (two brands)with 1.1% market share, Hermes with 1.0% market share and the independent watch brands hold an 19.7% of the total retail market share of Swiss watches. | Rank | Brands | Groups | Units Sold | Retail Value in CHF mln | Share % | | 1 | ROLEX | Rolex | 810,000 | 7,956 | 24.90% | | | | Rolex | 810,000 | 7,956 | 24.90% | | 1 | OMEGA | Swatch | 500,000 | 2,813 | 8.80% | | 2 | LONGINES | Swatch | 1,500,000 | 1,969 | 6.20% | | 3 | TISSOT | Swatch | 240,000 | 997 | 3.10% | | 4 | BREGUET | Swatch | 18,000 | 390 | 1.20% | | 5 | BLANCPAIN | Swatch | 21,000 | 364 | 1.10% | | 6 | RADO | Swatch | 165,000 | 405 | 1.30% | | 7 | SWATCH | Swatch | 3,100,000 | 244 | 0.80% | | 8 | MIDO | Swatch | 96,000 | 216 | 0.70% | | 9 | HAMILTON | Swatch | 104,000 | 157 | 0.50% | | 10 | HARRY WINSTON | Swatch | 6,500 | 116 | 0.40% | | 11 | CERTINA | Swatch | 136,500 | 112 | 0.30% | | 12 | CK WATCH | Swatch | 325,000 | 103 | 0.30% | | 13 | GLASHUTTE ORIGINAL | Swatch | 12,000 | 69 | 0.20% | | | | Swatch | 6,224,000 | 7,955 | 24.90% | | 1 | CARTIER WATCHES | Richemont | 490,000 | 2,152 | 6.70% | | 2 | IWC | Richemont | 130,000 | 855 | 2.70% | | 3 | JAEGER-LECOULTRE | Richemont | 80,000 | 681 | 2.10% | | 4 | VACHERON CONSTANTIN | Richemont | 23,500 | 488 | 1.50% | | 5 | OFFICINE PANERAI | Richemont | 60,000 | 520 | 1.60% | | 6 | PIAGET | Richemont | 14,796 | 304 | 0.90% | | 7 | MONTBLANC | Richemont | 85,000 | 264 | 0.80% | | 8 | VAN CLEEF & ARPELS | Richemont | 6,500 | 226 | 0.70% | | 9 | LANGE & SOHNE | Richemont | 3,800 | 135 | 0.40% | | 10 | BAUME & MERCIER | Richemont | 80,000 | 107 | 0.30% | | 11 | ROGER DUBUIS | Richemont | 5,000 | 86 | 0.30% | | | | Richemont | 978,596 | 5,818 | 18.00% | | 1 | TAG HEUER | LVMH | 400,000 | 957 | 3.00% | | 2 | HUBLOT | LVMH | 37,500 | 730 | 2.30% | | 3 | BULGARI | LVMH | 44,000 | 448 | 1.40% | | 4 | ZENITH | LVMH | 11,000 | 78 | 0.20% | | 5 | DIOR | LVMH | 15000 | 60 | 0.20% | | | LVMH | 507,500 | 2,273 | 7.10% | | 1 | GUCCI | Kering | 220,000 | 275 | 0.90% | | 2 | ULYSSE NARDIN | Kering | 9,000 | 69 | 0.20% | | | | Kering | 229,000 | 344 | 1.10% | | 1 | HERMES | Hermes | 90,000 | 312 | 1.00% | | | | Hermes | 90,000 | 312 | 1.00% | | 1 | PATEK PHILIPPE | Independent | 53,000 | 1,865 | 5.80% | | 2 | AUDEMARS PIGUET | Independent | 40,000 | 1,377 | 4.30% | | 3 | RICHARD MILLE | Independent | 4,300 | 788 | 2.50% | | 4 | BREITLING | Independent | 147,900 | 777 | 2.40% | | 5 | CHOPARD | Independent | 36,000 | 246 | 0.80% | | 6 | FRANCK MULLER | Independent | 18,000 | 241 | 0.80% | | 7 | CHANEL | Independent | 57,500 | 198 | 0.60% | | 8 | FREDERIQUE CONSTANT | Independent | 105,000 | 172 | 0.50% | | 9 | VICTORINOX | Independent | 215,000 | 155 | 0.50% | | 10 | TITONI | Independent | 58,500 | 88 | 0.30% | | 11 | C.F.BUCHERER | Independent | 20,000 | 95 | 0.30% | | 12 | ORIS | Independent | 35,000 | 84 | 0.30% | | 13 | MONDAINE | Independent | 330,000 | 77 | 0.20% | | 14 | BELL & ROSS | Independent | 10,800 | 69 | 0.20% | | 15 | MAURICE LACROIX | Independent | 55,000 | 46 | 0.10% | | 16 | F.P.Journe | Independent | 650 | 45 | 0.10% | | | | Independent | 1,186,650 | 6,323 | 19.70% | Breakdown of TOTAL Retail Market Share -GroupWise of Swiss Watch Sales as below: 
Note to readers: The above facts, figures and analysis are based on the published yearly report on the Swiss watch industry by Morgan Stanley In these trying times of COVID-19,MPP-ME & AWJ team hereby strives to bring you the Swiss Watch Retail sales analysis in the above market report to enable decision makers and retailers globally and in the Middle East with timely up-to-date, valuable features and data in the Swiss Watch industry. |