In 2017, the Swiss watch business had simply five brands that bought greater than $1 billion at retail yearly: Rolex, Omega, Cartier, Patek Philippe and Longines.
In the present day, that unique membership has grown to eight with the addition of Audemars Piguet, Richard Mille and Vacheron Constantin, out of a watch universe estimated to incorporate 400 Swiss manufacturers.
What does that elite grouping say about adjustments for the reason that pivotal year of 2017, when rising demand for luxurious mechanical watches triggered the rise of the secondary market and a growth in independent watchmaking?
Briefly: The Swiss watch commerce is changing into extra concentrated, with the massive manufacturers getting greater and their merchandise getting pricier — and all of it is going on in opposition to the backdrop of the business’s persevering with slowdown. “We see only a few manufacturers able to scaling their companies over time and maintaining that optimistic dynamic,” stated Oliver R. Müller, the founding father of LuxeConsult, a watch consultancy close to Lausanne, Switzerland.
Charles Tian, the founding father of WatchCharts, an organization in Austin, Texas, that makes a speciality of knowledge in regards to the secondary watch market, stated he was not shocked to study the variety of billion-dollar manufacturers had grown.
“A number of manufacturers are elevating retail costs to maintain up with inflation and rising prices,” Mr. Tian stated on a current video name. “A billion {dollars} of gross sales in 2017 could be very completely different from a billion {dollars} of gross sales in 2025 or 2024. There’s been almost 30 % inflation since then primarily based on Client Value Index stories” from the U.S. Bureau of Labor Statistics.
Greater working prices aren’t the one factor troubling Swiss watchmakers. Following three years of regular development, gross sales for all however a handful of manufacturers are down, reflecting an industrywide development. In 2024, Swiss watch exports fell by 2.8 percent — to 26 billion Swiss francs, about $29.5 billion — in contrast with 2023 totals, based on the Federation of the Swiss Watch Trade. (As many manufacturers within the secrecy-mad business don’t report revenues, exports are typically thought of probably the most correct measurement of output.)
And but the business’s billion-dollar manufacturers have continued to keep up their edge, stated Mr. Müller, a co-author of the eighth annual watch report from Morgan Stanley, launched in February. He famous that the so-called Big Four manufacturers — Rolex, Audemars Piguet, Patek Philippe and Richard Mille, a quartet of independently owned watchmakers whose timepieces are thought of by many insiders to be liquid belongings due to how properly they keep their worth within the pre-owned sector — gained market share in 2024 and now account for “a staggering 47 % of the Swiss watch market,” he stated in an electronic mail interview.
He additionally cited the business’s steep decline in manufacturing as one other main issue affecting the high-end watch commerce. In 2024, Swiss watch exports fell to a notable low of 15.3 million watches, down 9.4 % from the prior yr, based on the federation.
“We’ve got misplaced half of the amount since 2011, and I don’t anticipate the business to ever recuperate these misplaced volumes,” stated Mr. Müller. “Therefore, the manufacturers aiming for scaling their gross sales are left with a premiumization technique, which is able to permit them to develop in worth, enhance their margins and have a really reasonable and even no-volume development over time.”
On account of these tendencies, analysts forecast that, over the long run, the business will comprise a shrinking pool of watchmakers — maybe as few as “15 manufacturers with long-term imaginative and prescient and development, and plenty of others in serious trouble if the present destructive development in quantity continues,” Mr. Müller stated.
The segments that observe, primarily based on interviews with business analysts, retailers and resale sellers, look at Switzerland’s billion-dollar watchmakers in descending income order, taking a look at how they’ve discovered success, and what all of it means for the way forward for the posh watch enterprise.
The gross sales figures, all taken from the Morgan Stanley report, are estimates as a result of the Massive 4 don’t launch monetary particulars, and the others belong to teams — Omega and Longines to the Swatch Group and Cartier and Vacheron Constantin to Compagnie Financière Richemont — that don’t disclose the monetary performances of particular person manufacturers. (The report’s methodology be aware stated estimates have been primarily based on figures reported by public corporations, public statements from model chief executives, federation knowledge and discussions with manufacturers and business contacts.)
Rolex
Rolex sells nearly a 3rd of all Swiss watches, making it the commerce’s undisputed juggernaut. Owned by the Hans Wilsdorf Basis, a non-public household belief named for the model’s co-founder, the Geneva enterprise had estimated gross sales of 10.6 billion Swiss francs in 2024, capturing 32.1 % of the market, up from 26 % in 2019.
The model’s dominant place on the first market is inextricably tied to its efficiency in secondary channels, the place, by all accounts, its timepieces proceed to keep up their worth — one motive sellers and business analysts usually liken Rolexes to currency.
Since introducing its personal certified pre-owned program (C.P.O.) in December 2022, Rolex has proved that there’s energy in having a brand-authorized pre-owned enterprise, Mr. Tian of WatchCharts stated.
“The licensed pre-owned market may very well be, in the long run, greater or extra prestigious than the noncertified market,” he famous, “and Rolex already has a large lead.”
Final yr Rolex additionally benefited from its 2023 acquisition of the Swiss retail chain Bucherer, which, based on Morgan Stanley, accounted for 8 % of the model’s gross sales.
As Edouard Caumon, the nation supervisor for america on the on-line pre-owned seller Watchfinder & Co., identified, Rolex enjoys a sterling popularity for good motive.
“It’s very straightforward to promote a Rolex,” Mr. Caumon stated on a video name from his New York workplace earlier this month. “You simply must put it on show.”
The French luxurious model, which maintains a community of watchmaking services in Switzerland, has maintained its place because the second highest-selling Swiss watchmaker since 2020. With estimated gross sales of three.2 billion Swiss francs, up 1 % year-over-year, Cartier continues to profit from what Jean-Philippe Bertschy of Financial institution Vontobel known as “the implausible work” of its former chief government, Cyrille Vigneron, who stepped down in August 2024, making means for Louis Ferla as the brand new chief government of the Richemont-owned home.
Mr. Bertschy, the financial institution’s managing director and head of Swiss fairness analysis in Zurich, highlighted Mr. Vigneron’s determination 9 years in the past to refocus Cartier on its most recognizable watch collections, as a substitute of flashy, high-end issues. Thus, Mr. Bertschy stated, Cartier was constructing what he known as a “sturdy connection” to the youthful technology (see Timothée Chalamet’s 1994 Cartier Baignoire on the Oscars earlier this month).
“They wish to have a product that’s simply recognizable,” Mr. Bertschy stated by cellphone just lately.
Many analysts famous that Cartier is the one high-end watchmaker that provides accessibly priced watches, equivalent to quite a few variations of its iconic Tank design at lower than $3,500, with out sacrificing its status. “They’re ensuring that youthful customers perceive and begin to love the model at an early age,” Fred Levin, the managing director of Luxurious Watch Barometer, which tracks retail data in the United States, stated on a video name earlier this month.
Omega
With estimated gross sales of two.4 billion Swiss francs, Omega is the Swiss business’s third-biggest vendor and the prized holding within the Swatch Group’s 16-brand portfolio, which ranges from high-end manufacturers equivalent to Breguet to cheap ones equivalent to FlikFlak.
That standing is due in no small half to its two key sponsorships: Omega has been the Olympics’ official timekeeper since 1932 and James Bond’s watch of choice since 1995. Whereas the model’s gross sales declined about 8 % final yr, it nonetheless outperformed the remainder of the group, which noticed a 14.6 % lower total.
“Their common value level has elevated rather a lot, however the high quality of the product has leveled up as properly,” stated Scott Meller, the president of Feldmar Watch Firm, an Omega retailer in Los Angeles. “Their Seamaster and Speedmaster are the 2 collections that drive a big proportion of the enterprise.”
The model’s power lies in its mastery of chronometry, or correct time measurement, Mr. Müller of LuxeConsult stated. He additionally highlighted the model’s profitability, which he stated has grown on account of extra direct gross sales by means of its personal boutiques.
“For those who took away Omega from the Swatch Group, I feel you might flip off the sunshine,” he stated, including that in 2024, the model represented 75 % of the group’s working earnings. “That’s vital as a result of it permits the opposite manufacturers within the group that aren’t performing as properly to outlive.”
Audemars Piguet
A.P., because the model is thought, celebrated its one hundred and fiftieth anniversary in February at its headquarters in Le Brassus, Switzerland, by unveiling a number of new designs. Its chief government, Ilaria Resta, described them as linked to 2 vital avenues for development: “I see an acceleration of issues. And I see development with ladies, however it has nothing to do with me being a lady. Girls are extra fascinated by mechanical watches. They change into the primary purchaser, not the recipient of a present, because it was once.”
By specializing in issues and girls’s watches, which regularly come studded with treasured stones, the model’s common value has elevated. However that’s not the one motive Audemars, whose gross sales reached an estimated 2.4 billion Swiss francs in 2024, has been a part of the billionaires membership since 2018.
The watchmaker’s signature mannequin, the Royal Oak, continues to be in nice demand: On the peak of the market in 2022, the just lately discontinued Royal Oak Ref. 15202 “Jumbo” was promoting for $180,000 on the secondary market though it value $28,900 at retail, Mr. Caumon of Watchfinder & Co. stated. And the model has almost eradicated wholesale distribution in favor of a lounge retail concept that enables it to promote on to shoppers.
“The worth enhance is vital, however consolidation of distribution is a much bigger quantity,” stated William Rohr, the founding father of the unbiased model Massena LAB who is thought within the watch world as William Massena.
Patek Philippe
Whereas Audemars Piguet and Patek Philippe are rivals within the status watchmaking class, the latter has lengthy loved a popularity because the business’s most coveted model, with the impressive auction results to show it.
In 2024, the watchmaker had estimated gross sales of two.3 billion Swiss francs, up from 2.05 billion Swiss francs in 2023. It owes no less than a few of that development to cost will increase. Take, for instance, the stainless-steel mannequin in Patek’s new Cubitus assortment, introduced in October. Its retail value is $41,240, as in contrast with the $33,710 value of the same predecessor, the metal Ref. 5711 Nautilus with a blue dial, which the brand discontinued in 2020.
“Patek is like Hermès for watches,” Mr. Massena stated. “No matter what value it’s, folks will purchase it, like they’ll purchase a Birkin bag.”
Richard Mille
With estimated gross sales of 1.6 billion Swiss francs final yr, the French watchmaker stands aside within the billionaires membership because of its excessive common retail value: 271,930 Swiss francs, or $308,108 (evaluate that with $55,124 for A.P., which has the second highest common retail value among the many eight billion-dollar manufacturers).
Recognized for its distinctive tonneau, or barrel, form timepieces; use of experimental supplies; and flashy forged of ambassadors equivalent to Pharrell Williams, Rafael Nadal and Michelle Yeoh, the model is equally sturdy on the secondary market, the place its annual gross sales are round $1 billion, Mr. Tian of WatchCharts stated.
To many watch insiders, Richard Mille’s success has defied expectations. “To have the ability to scale above $1 billion — nobody thought 20 years in the past once they began that it might be attainable,” Mr. Müller stated.
In 2017, Longines was using a wave of demand from customers in China, the place its midrange timepieces — on common, priced at about $2,000 — generated sturdy gross sales. Quick ahead eight years and the Chinese language economic system has stagnated, with housing costs, inventory markets and, sure, Swiss watch gross sales in free fall. (In 2024, Swiss watch exports to China declined 25.8 % yr on yr, based on the Federation of the Swiss Watch Trade’s 2024 report.)
“The losers have been manufacturers with an excessive amount of publicity to China,” Mr. Bertschy of Financial institution Vontobel stated, explaining why Longines, with estimated 2024 gross sales of 1.1 billion Swiss francs, was in an particularly precarious place.
The model’s fortunes have modified so drastically that Mr. Massena went as far as to query the Morgan Stanley estimates. “Longines isn’t a billion-dollar model,” he stated. “Ten years in the past, they have been, however now, no means.”
Vacheron Constantin
In January, the status model — which, along with Audemars Piguet and Patek Philippe, kinds what the Swiss watch commerce name the “holy trinity,” a grouping that largely refers to watchmaking excellence — launched the primary spotlight of its 270th anniversary celebration this yr: the Historiques 222 in stainless steel.
The $32,000 watch helps clarify each how the model achieved an estimated 942 million Swiss francs ($1.07 billion) in gross sales final yr, and why the determine declined from a 2023 excessive of 1.1 billion Swiss francs.
The Historiques mannequin is an ode to Vacheron’s authentic 222 mannequin, which got here out in 1977 on the model’s 222nd anniversary and finally spawned its Abroad sport watch assortment, meant to compete with A.P.’s Royal Oak and Patek’s Nautilus.
Through the pandemic, as demand soared for these key metal sport fashions, Vacheron was an oblique beneficiary.
“Then the momentum on these trophy watches completely crashed and Vacheron misplaced momentum,” Mr. Müller stated. “However for me that’s not a priority. It’s a powerful model and can handle to develop once more when the market is on a extra secure foundation.”
