Luxury Watch Market - Growth, Trends, COVID-19 Impact, and Forecasts (2022 - 2027)

Luxury Watch Market is Segmented by Type (Analog Watch and Digital Watch), End User (Women, Men, and Unisex), Distribution Channel (Offline Retail Stores and Online Retail Stores), and Geography (North America, Europe, Asia-Pacific, South America, and Middle-East and Africa). For each segment, the market sizing and forecasts have been done on the basis of value (in USD million).

Market Snapshot

Luxury Watch Market Growth
Study Period: 2016 -2027
Base Year: 2021
Fastest Growing Market: Asia-Pacific
Largest Market: Asia-Pacific
CAGR: 3.25 %
Luxury Watch Market Key Players

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Market Overview

The global luxury watch market is expected to record a CAGR of 3.25% during the forecast period 2022-2027.

As the COVID-19 pandemic affected the United States and other major countries in Europe and Asia, which are the major consumers of luxury watches, the market witnessed decreased demand and slowed growth in line with various restrictions imposed on movement and people’s spending habits becoming more cautious. In 2020, the Swiss watch shipment fell by around 22% in value terms, while it declined by 33% in volume terms. In February 2020, the export declined by around 9%, which further escalated during the second quarter and declined by over 61%. With situations improving, there was a gradual slowdown in export declines. In the last quarter of 2020, there was a decline of only 4% due to the easing down of lockdown measures and related factors.

Globally, the growing consumer preference for high-quality, premium watches, which are perceived as status symbols, is the major driving factor for the luxury watches market. Consumers are interested in using quality products made with extremely advanced production technologies, materials, and methods. The use of accessories to improve one’s looks is a common fashion trend. This factor is, therefore, contributing to the growth of the luxury watch market.

The use of various advertising and marketing strategies by market players has also augmented consumers' expectations from watches, resulting in market growth. The use of high-quality, premium materials, like steel, bi-metallics, and precious metals, attract more consumers since these watches are available across various price ranges. Some countries producing and exporting luxury watches include Switzerland, Hong Kong, China, France, and Germany. These watches are distributed globally via trade and different retail channels.

Scope of the Report

Luxury watches are manually manufactured watches of extraordinarily high quality and available at premium prices. The luxury watch market is segmented by type into analog watches and digital watches. By end user, the market covers revenues generated through the women, men, and unisex segments. The market also includes retail sales of the product through both online and offline channels. Additionally, the study covers market revenue in major countries across the regions of North America, Europe, Asia-Pacific, South America, and Middle-East and Africa. For each segment, the market sizing and forecasts have been done on the basis of value (USD million).

By Type
Analog Watch
Digital Watch
By End User
By Distribution Channel
Offline Retail Stores
Online Retail Stores
North America
United States
Rest of North America
United Kingdom
Rest of Europe
Rest of Asia-Pacific
South America
Rest of South America
Middle-East and Africa
South Africa
Saudi Arabia
Rest of Middle-East and Africa

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Key Market Trends

Rising Demand for Luxury Goods

The preference for luxury goods, including watches, mostly among men, has created a surge in the Swiss watch industry. Although the luxury watch market is mature, any brand may experience sudden growth. The increase in brand awareness, the influence of Westernization, and the inherent need for exclusivity are some of the factors that contribute to the increased demand for luxury watches. Switzerland continues to be a global leader in watch production, backed by the strength of its luxury watch business. In Asia, Japan and Singapore are the key markets for Swiss watches. Garmin expanded its presence in India by launching its premium luxury watch collection, called the Marq, in September 2019. These watches have preloaded features, such as built-in storage for music, Garmin Pay integration, smart notifications, and daily activity tracking. They also feature wrist-based heart rate and Pulse Ox2 sensors. Consumers’ key points of focus while making purchase decisions are the quality and branding rather than the price of these goods, as watches tend to be status-driven purchases. In the luxury watch industry, technology and quality improvements without compromising durability and comfort have helped maintain the demand for these products.

Luxury Watch Market Share

Asia-Pacific Emerging as the Largest Consumer of Luxury Watches

Globally, China is one of the most competitive markets, as it offers huge potential for the manufacturers of luxury watches to acquire and compete. Rolex, Omega, Patek Philippe, Cartier, Channel, Longines, Tissot, Rado, Blancpain, and Piaget are some of the prominent luxury watch manufacturers. According to the Federation of the Swiss Watch Industry, the most recent figures show exports of Swiss watches to Mainland China totaled CHF 2.1 billion (USD 2.39 billion) from January to November 2020, recording an increase of 17.1% from the same period in 2019. Moreover, with the increasing rate of sports participation and the rising fashion trend, the demand for sports luxury watches increased. Sensing the demand and the growing market, in February 2021, online direct selling company QNet launched the vintage Swiss watch brand Mugnier in India. Three new collections under the revived Mugnier brand have been introduced by QNet in the Indian market, including Semper (classic), Mode (fashion), and Invictus (sports). In a first-of-its-kind initiative for a Swiss watch brand, these timepieces would be assembled in a high-tech facility in India in line with the government’s Make in India program. The availability of premium watches through online channels have made the market more competitive. As the region is more open to tourism, tourists are more likely to purchase these high-value products over the forecast period. Owing to this factor, companies are increasing their online retail so as to further support the increasing sales of luxury watches in the region.

Luxury Watch Market Size

Competitive Landscape

The luxury watch market is highly competitive, with the presence of both global and domestic players. The major players in the market include Rolex SA, The Swatch Group Ltd, Compagnie Financiere Richemont SA, Patek Philippe SA, Audemars Piguet, and Richard Mille. Key players are now focusing on social media platforms and online distribution channels for the online marketing and branding of their products to attract more customers. For instance, in November 2020, Alibaba, Richemont, and Farfetch announced a strategic partnership to accelerate the digitization of the global luxury industry and give luxury brands better access to the Chinese market. As per the deal, Alibaba and Richemont are expected to invest USD 300 million each in the luxury e-commerce platform Farfetch.

Recent Developments

· In June 2021, Tudor introduced the “mid-sized” Black Bay 58 collection, including the Black Bay Fifty-Eight Bronze. The 200-meter water-resistant watch is secured to the wrist by a matching bronze bracelet fitted with the Tudor “T-fit” rapid adjustment system, which allows the wearer to adjust the clasp in five positions, across 8 mm, with no additional tools necessary. The Tudor Black Bay Fifty-Eight Bronze is available now via Tudor and its authorized boutiques on a non-limited basis.

· In April 2021, Hermes launched a new men's watch collection called Hermes H08. The collection has five distinct 39 mm references, with four in titanium and one piece with a graphene-filled composite case. The cushion-shaped collection has a sporting-inspired design that mingles taut and flowing lines, while a case with softened edges frames the circular dials.

· In January 2021, LVMH Moet Hennessy Louis Vuitton SE announced that it had completed the acquisition of Tiffany & Co., a global luxury jeweler. The acquisition of this iconic US jeweler is expected to deeply transform LVMH’s Watches and Jewelry division and complement LVMH’s 75 distinguished Maisons.

Table of Contents


    1. 1.1 Study Assumptions and Market Definition

    2. 1.2 Scope of the Study




    1. 4.1 Market Drivers

    2. 4.2 Market Restraints

    3. 4.3 Porter's Five Forces Analysis

      1. 4.3.1 Threat of New Entrants

      2. 4.3.2 Bargaining Power of Buyers/Consumers

      3. 4.3.3 Bargaining Power of Suppliers

      4. 4.3.4 Threat of Substitute Products

      5. 4.3.5 Intensity of Competitive Rivalry


    1. 5.1 By Type

      1. 5.1.1 Analog Watch

      2. 5.1.2 Digital Watch

    2. 5.2 By End User

      1. 5.2.1 Women

      2. 5.2.2 Men

      3. 5.2.3 Unisex

    3. 5.3 By Distribution Channel

      1. 5.3.1 Offline Retail Stores

      2. 5.3.2 Online Retail Stores

    4. 5.4 Geography

      1. 5.4.1 North America

        1. United States

        2. Canada

        3. Mexico

        4. Rest of North America

      2. 5.4.2 Europe

        1. Spain

        2. United Kingdom

        3. Germany

        4. Russia

        5. France

        6. Italy

        7. Rest of Europe

      3. 5.4.3 Asia-Pacific

        1. China

        2. Japan

        3. India

        4. Australia

        5. Rest of Asia-Pacific

      4. 5.4.4 South America

        1. Brazil

        2. Argentina

        3. Rest of South America

      5. 5.4.5 Middle-East and Africa

        1. South Africa

        2. Saudi Arabia

        3. Rest of Middle-East and Africa


    1. 6.1 Most Active Companies

    2. 6.2 Most Adopted Strategies

    3. 6.3 Market Share Analysis

    4. 6.4 Company Profiles

      1. 6.4.1 LVMH

      2. 6.4.2 Chanel

      3. 6.4.3 Hermes International SA

      4. 6.4.4 Kering Group

      5. 6.4.5 Rolex SA

      6. 6.4.6 Compagnie Financiere Richemont SA

      7. 6.4.7 Patek Philippe SA

      8. 6.4.8 The Swatch Group Ltd

      9. 6.4.9 Breitling SA

      10. 6.4.10 Audemars Piguet

    5. *List Not Exhaustive


**Subject to Availability

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Frequently Asked Questions

The Luxury Watch Market market is studied from 2016 - 2027.

The Luxury Watch Market is growing at a CAGR of 3.25% over the next 5 years.

Asia-Pacific is growing at the highest CAGR over 2021- 2026.

Asia-Pacific holds highest share in 2021.

Rolex SA, The Swatch Group Ltd, Compagnie Financiere Richemont SA , Patek Philippe A, Audemars Piguet are the major companies operating in Luxury Watch Market.

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