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The Apple Watch handily outsold all Swiss watch makers in 2019

The Apple Watch outsold Swiss brands by a wide margin. (Image via Apple)
The Apple Watch outsold Swiss brands by a wide margin. (Image via Apple)
Apple's Smartwatch outsold all Swiss watchmaker brands combined by 3 to 2 in 2019. Younger consumers prefer smartwatches, a shift that has continually driven sales away from Swiss watchmakers over the past five years. Still, considering their luxury status, it's unlikely that Swiss watchmakers will disappear overnight.
Sam Medley,
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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.

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Sam Medley
Sam Medley - Senior Tech Writer - 1125 articles published on Notebookcheck since 2016
I've been a computer geek my entire life. After graduating college with a degree in Mathematics, I worked in finance and banking a few years before taking a job as a database administrator. I started working with Notebookcheck in October of 2016 and have enjoyed writing news and reviews. I've also written for other outlets including UltrabookReview and GeeksWorldWide, focusing on consumer guidance and video gaming. My areas of interest include the business side of technology, retro gaming, Linux, and innovative gadgets. When I'm not writing on electronics or tinkering with a device, I'm either outside with my family, enjoying a decade-old video game, or playing drums or piano.
contact me via: @samuel_medley
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> Notebook / Laptop Reviews and News > News > News Archive > Newsarchive 2020 02 > The Apple Watch handily outsold all Swiss watch makers in 2019
Sam Medley, 2020-02- 7 (Update: 2020-02- 7)