Watch sales in Switzerland: exports pick up again

Post on: 21.02.2025

After a difficult period, the sale of watches in Switzerland is once again growing in exports. The market is mainly driven by high-end watches and strong demand from the United States.

Exports up after difficult months

According to data published by the Federation of the Swiss Watch Industry (FH), In the first month of 2025, watch exports reached 2 billion francs, marking an increase of 4.1% compared to the same period in 2024. However, the number of units sold decreased by 4.2% to 1.1 million units.

The United States leads demand

The United States remains the main market for watch sales in Switzerland, with an increase in imports of 16%, to a total of 379 million francs. Japan follows, with growth of 26% and import value of 155 million francs,

On the other hand, some strategic markets declined, such as Hong Kong (-12%) and Mainland China (-29%), while Singapore and the United Kingdom recorded growth of 4% and 3%.

Overall, these six markets account for 53% of total overseas sales.

Watch sales in Switzerland | The high-end drives the market

Export trends are not uniform across price ranges. Cheaper watches, priced at less than 200 francs, saw a slight increase of 1%, while the 200-500 francs category fell by 7%.

The 500-3000 francs range is the one that recorded the most significant loss, with a decline of 8%, while luxury models over 3000 francs recorded an increase of 7%, confirming the market trend towards high-end products.

Watch sales in Switzerland | A sector recovering thanks to luxury

After months of uncertainty, the watch sales sector in Switzerland seems to be finding new stability thanks to the increase in demand for exclusive models.

Growth in key markets and the boost of luxury watches indicate a strengthening of the position of Made in Switzerland on the international scene.

Watch production in Switzerland

Switzerland is the world leader in the production of high-quality watches, with a centuries-old tradition in precision watchmaking. Swiss companies produce a wide range of watches, ranging from luxury models to sporty and technologically advanced ones.

Types of watches made in Switzerland

Luxury watches

They are the most representative of Swiss watchmaking, Made of precious materials such as gold, platinum, titanium and enriched with diamonds or other precious stones. Iconic brands: Rolex, Patek Philippe, Audemars Piguet, Vacheron Constantin, Breguet.

Sports & Diver's Watches

Designed to withstand extreme conditions, with high water resistance and advanced features such as chronographs and tachymeters. Reference brands: Omega (Speedmaster, Seamaster), TAG Heuer, Breitling, IWC, Panerai.

Aviation and military watches

Characterized by high strength, precision and legibility, often with anti-magnetic technology and reinforced case. Specialist brands: Breitling (Navitimer), IWC (Pilot's Watches), Zenith (Pilot), Bell & Ross.

Manufacture watches with complex movements

Equipped with horological complications such as tourbillon, minute repeater, perpetual calendar and moon phase. Industry Excellences: Patek Philippe, Audemars Piguet, Jaeger-LeCoultre, A. Lange & Söhne.

Quartz watches

They offer precision and reliability at more affordable prices, often with innovative design and advanced features. Major brands: Swatch, Tissot, Certina, Rado.

Swiss smartwatches

They combine watchmaking tradition with new technologies, with smart fitness and connectivity features. Examples: TAG Heuer Connected, Tissot T-Touch, Hublot Big Bang e.

Why are Swiss watches so popular?

Swiss watches are distinguished by:

• Precision – Mechanical and quartz movements of the highest quality.
• Precious materials – Use of gold, platinum, titanium, ceramic and sapphire.
• Craftsmanship – Each piece is carefully crafted by expert watchmakers.
• Innovation – Continuous technological research and exclusive patents.
• Prestige and status – Historic brands synonymous with luxury and excellence.

From the most traditional manufacture to the most modern models, Switzerland remains the world reference point for watchmaking, with exports dominating the global market.