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Apple Watch Reportedly Outsold Entire Swiss Watchmaking Business Combined Last Year

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Apple doesn’t release its Apple Watch sales, but a new report claims that the company sold more watch units than the entire Swiss watchmaking business combined last year.

According to new data from Strategy Analytics, Apple reportedly sold more Apple Watches in 2019 than watches sold by all of the Swiss watchmakers — including Swatch, Tissot, TAG Heuer, and others — combined. Matter of fact, Strategy Analytics said Apple Watch sales not only beat Swiss watch sales last year, but they blew them away.

Apple reportedly shipped a total of 30.7 million Apple Watch units in 2019, while the entire Swiss watch industry only shipped a total of 21.1 million units worldwide last year. What’s more is that Apple Watch shipments grew an astounding 36 percent from the previous year, while Swiss watch shipments shrank 13 percent.

“We estimate Apple Watch shipped 30.7 million units worldwide in 2019, growing a healthy 36 percent from 22.5 million in 2018,” said Steven Waltzer, Senior Analyst at Strategy Analytics. “A blend of attractive design, user-friendly tech and sticky apps makes the Apple Watch wildly popular in North America, Western Europe and Asia.”

The research company, on the other hand, estimated that Swiss watch makers such as Swatch, Tissot and others, were only able to ship a cumulative total of 21.1 million units worldwide in 2019. This indicates a 13 percent drop from the 24.2 million units shipped in 2018.



Neil Mawston, Strategy Analytics Executive Director, said older consumers still prefer to buy analog wristwatches. Younger consumers, on the other hand, tend to gravitate towards “smartwatches and computerized wristwear.”

“Traditional Swiss watch makers, like Swatch and Tissot, are losing the smartwatch wars,” explained Steven Waltzer, Senior Analyst at Strategy Analytics. “Apple Watch is delivering a better product through deeper retail channels and appealing to younger consumers who increasingly want digital wristwear. The window for Swiss watch brands to make an impact in smartwatches is closing. Time may be running out for Swatch, Tissot, TAG Heuer, and others.”

The research paints a sad picture for traditional watchmakers, in that younger crowds are more interested in newer, more technologically-advanced wearables as compared to traditional devices such as analog wristwatches.

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