The Apple Watch handily outsold all Swiss watch makers in 2019

A Swiss-made watch has long been a status symbol, representing quality, accuracy, and a certain appreciation for the artistry of watchmaking. However, Apple is steadily replacing Switzerland as the epitome of timekeeping style. In 2019, the Apple Watch outsold the entire Swiss watch industry 3 to 2.

Per Strategy Analytics, a market research firm, Apple shipped 30.7 million Watches worldwide in 2019. In comparison, all Swiss watch brands (like Tissot, Swatch, and Rolex) shipped only 21.1 million units.

In its report, Strategy Analytics noted that older generations prefer analog watches that run on traditional mechanics. However, younger consumers have shifted the market toward smartwatches, particularly the Apple Watch. Apple’s wearables division, which encompasses devices like the Apple Watch and AirPods, has seen strong growth over the years. That division grew 27% year-over-year in Apple’s latest fiscal quarter.

In response to the Apple Watch’s growing threat, some Swiss watchmakers have tried their hand in the smartwatch industry to varied success. Considering most Swiss brands are still seen as luxury retailers and are widely valued in the billions of dollars, it’s doubtful Swiss watchmakers are going anywhere anytime soon.