Apple Watches sell better than the watches of all Swiss watchmakers combined

[ad_1]

Apple fully asserts itself on the watch market compared to the products of Swiss watchmakers. If the most luxurious watches continue to see their sales increase, the Apple Watch cannibalizes the market shares of less prestigious models.

This was to be expected given the latest market trends: in 2019, Apple sold more watches than all Swiss watchmakers. according to Strategy Analytics, the Cupertino company is said to have sold 30.7 million of its Watches last year, compared with 21.1 million for the manufacturers of Swiss watches. The previous year, in 2018, 22.5 million Apple Watches were sold, compared to 24.2 million Swiss watches.

The Federation of the Swiss Watch Industry Publishes close numbers, but supports the fact that by delivering fewer watches, its representatives generated more turnover. Indeed, if in 2018 it was 23.7 million national watches that had been exported according to this organization, the manufacturers of the country accumulated a revenue of 19.8 billion euros. However, in 2019, they may have delivered “only” 21 million watches abroad, but turnover is up (+ 2.5%), to 20.3 billion euros .

If we take a closer look, we can see that only the segment of Swiss watches sold for more than € 2,800 is growing, in terms of both volume and value. Below, all segments are in the red and, inevitably, Apple benefits. No wonder: the average age of buyers of expensive analog watches is rising, while younger watch consumers are fond of technology. For many, the smart health watch is essential, and despite the efforts made by traditional watchmakers to offer smart health connected products, Apple's proposal remains the most attractive.

Health functions to drive the point health home?

Finally, as rightly remarked our colleagues from WatchGeneration, Apple is increasingly focusing its communication around the sport and health functions of its Watch, taking advantage of the advanced capabilities of its heart rate monitoring. In addition to athletes, the electrocardiogram function is also of interest for older people, making it possible to identify arrhythmias, or even one day perhaps anticipate the risks of stroke. Arguments that could help it further improve its popularity with consumers of a certain age.

[ad_2]