Global Power 2015


The Deloitte Swiss Watch Industry Study 2015

Uncertain times

The rise of smartwatches, weaker foreign demand and strong Franc compel Swiss watchmakers to rethink strategy


For the first time since the Deloitte Swiss Watch Industry Study was launched in 2012, more watch executives are pessimistic about the outlook for the Swiss watch industry than those who are optimistic. Watchmakers are increasingly worried about the continued strength of the Franc and the weakening demand from countries such as China. Another concern is the growing competitive threat from smartwatches. Yet the future prospects are still promising, with the luxury segment leading the way.

The Deloitte Swiss Watch Industry Study 2015

Key findings

  • Average price of exported Swiss watches peaked at CHF 730
  • Pessimism about the economic outlook hits four-year high: 41% of watch executives are pessimistic, only 14% are optimistic.
  • External risks are back - The strength of the Swiss Franc is perceived as the greatest risk(69%)
  • Smartwatches are an increasing competitive threat
  • Significant consumer interest in smartwatches in China, Italy and France, when inSwitzerland the percentage is only 17%.
  • The rise of digital media: the optimisation of sales channels seen as an important business strategy

About the study

This is the fourth annual Deloitte Watch Industry Study. It is based on an online survey and discussions with executives, and a consumer survey which was conducted among 3,000 people in China, France, Italy, Japan, Switzerland and the US by the data collection provider Research Now. The online survey with executives was conducted between May and July 2015. A total of 51 watch executives participated.

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