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

The Watch Market is segmented by Product Type (Quartz Watch and Digital Watch), End User (Women, Men, and Unisex), Price Range (Low Range, Mid Range, and Luxury), Distribution Channel (Offline Retail Stores, and Online Retail Stores), and Geography (North America, Europe, Asia-Pacific, South America, and Middle-East and Africa).

Market Snapshot

watch market overview
Study Period: 2016 - 2026
Base Year: 2021
Fastest Growing Market: Asia Pacific
Largest Market: Asia Pacific
CAGR: 4.1 %
watch market major players

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Market Overview

The watch market was valued at USD 61.85 billion in 2020, registering a CAGR of 4.10% during the forecast period (2021-2026).

Considering the COVID-19 pandemic, smartwatches companies have upgraded and launched products to detect the early symptoms of COVID-19 in individuals. For instance, in September 2020, Apple Inc. launched the Apple Watch Series 6, which incorporates features such as heart rate and blood oxygen sensors, as it detects early signs of respiratory conditions like influenza and COVID-19.

The disposability and affordability of value watch brands make them a popular fashion choice among consumers across the world. The lower-priced and mid-priced watches are increasingly gaining market traction due to the increasing demand for value-for-product watches and accessories among women.

The demand for smartwatches in the digital watch segment is getting stronger among young consumers, as they are more aware of smartphone technology. Popular brands, like Apple Inc. and Fossil Group Inc., are increasingly launching new products with new product innovation year on year so as to sustain in this growing market.

Brands, like Casio and Timex, are continuously investing in R&D for product innovations to blend some of the features of smartwatches with the long-lasting battery life of digital watches while offering the product in attractive design and affordable prices. However, the growth of the watch market has been affected by the presence of these counterfeit products, and customers may not be able to differentiate such products, thereby affecting the revenue stream for the organized players.

Scope of the Report

A watch is a portable timepiece intended to be carried or worn by a person. The watch market is segmented by product types into quartz watches and digital watches. The digital watch is further segmented into smart and others. By price range, the market is segmented into low range, mid range, and luxury. By end user the market is segmented into women, men, and unisex. In terms of the distribution channel, the market is segmented into offline retail stores and online retail stores. The study also covers the global level analysis of the major regions, such as 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 billion).

By Product Type
Quartz Watch
By Price Range
Low Range
Mid Range
By Distribution Channel
Offline Retail Stores
Online Retail Stores
By End User
By Geography
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
United Arab Emirates
South Africa
Rest of Middle-East and Africa

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Key Market Trends

Surge in Product Innovation

The increase in health awareness among the consumer across the world has resulted in increased consumer spending on health monitoring gadgets. This has further led to the increased sales of smartwatches. It has a wide range of monitoring functionalities that enable users to control music, notifications, walk tracks, heartbeat rates, and other functions, which increases the growth of the market. For instance, Samsung introduced a new smartwatch that claimed to monitor blood pressure and keep better track of the person's physical health every day. Samsung is looking at measuring the variation in blood pressure and not absolute blood pressure, which will aware the person regarding his/her blood pressure activity.

The increasing number of the working population is more likely to embrace sports and fitness as a part of recreational activity. Also, endurance sports have also paved a strong ground for the enthusiast to grab the varieties in the sports wearable segment, thereby escalating the smartwatch sales and subsequently the sales of watches in the global market.

watch market trends

Asia-Pacific Holds the Largest Share in the Watch Market

China is one of the most competitive markets in the world, as it offers huge potential for 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. The estimates released by the Federation of the Swiss Watch Industry in January 2019 showed that China was the third-biggest export watch market, witnessing a growth of 11.7 % from 2016. Similarly, exports of Japanese watches increased in units by 5%, amounting to 58 million units in 2019. It increased in value by 18%, amounting to CNY 163.7 billion, in relation to the previous year.

Moreover, the Indian watch market was initially targeted solely at men. However, with the increasing rate of female participation in the workforce, the demand for female and unisex watches increased. Sensing the demand and the growing market, in 2017, the Switzerland-based watch manufacturer, Frederique Constant, introduced the newest addition to the most feminine collection of the brand, Art Déco, in India.

watch market share

Competitive Landscape

The watch market is highly competitive, with the presence of both global and domestic players. Some of the major players in the market include Fossil Group Inc., Citizen Watch Co. Ltd, Titan Company Limited, and Apple Inc. Major players are focusing on leveraging the opportunities posed by innovation in the market to expand their product portfolios so that they can cater to the requirements in various product segments, especially within the category of integrated analog and smartwatches.

These players are now focusing on social media platforms and online distribution channels for the online marketing and branding of their products to capture the maximum attention of the customers.

Recent Developments

In February 2020, Casio Computer Co. Ltd's brand Casio Ediffice partnered with Formula One™, for a further two-year agreement to promote its watch brand edifice worldwide, particularly in Europe.

In September 2019, Apple launched Apple Watch Series 5, featuring an Always-On Retina Display, Built-In Compass, and International Emergency Calling.

In March 2019, Titan partnered with American watchmaker, FTS USA LLC, to establish an assembly unit in the United States. The company provided quartz movement kits and training the US engineers at FTS to undertake watchmaking on a large scale in the country.

Table of Contents


    1. 1.1 Study Deliverables and Study Assumptions

    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 Product Type

      1. 5.1.1 Quartz Watch

      2. 5.1.2 Digital

        1. Smart

        2. Others

    2. 5.2 By Price Range

      1. 5.2.1 Low Range

      2. 5.2.2 Mid Range

      3. 5.2.3 Luxury

    3. 5.3 By Distribution Channel

      1. 5.3.1 Offline Retail Stores

      2. 5.3.2 Online Retail Stores

    4. 5.4 By End User

      1. 5.4.1 Women

      2. 5.4.2 Men

      3. 5.4.3 Unisex

    5. 5.5 By Geography

      1. 5.5.1 North America

        1. United States

        2. Canada

        3. Mexico

        4. Rest of North America

      2. 5.5.2 Europe

        1. United Kingdom

        2. Germany

        3. Spain

        4. France

        5. Italy

        6. Russia

        7. Rest of Europe

      3. 5.5.3 Asia-Pacific

        1. China

        2. Japan

        3. India

        4. Australia

        5. Rest of Asia-Pacific

      4. 5.5.4 South America

        1. Brazil

        2. Argentina

        3. Rest of South America

      5. 5.5.5 Middle-East and Africa

        1. United Arab Emirates

        2. South Africa

        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 Fossil Group Inc.

      2. 6.4.2 Citizen Watch Co. Ltd

      3. 6.4.3 Titan Company Limited

      4. 6.4.4 Apple Inc.

      5. 6.4.5 Seiko Holdings Corporation

      6. 6.4.6 The Swatch Group Ltd

      7. 6.4.7 Casio Computer Co. Ltd

      8. 6.4.8 Huami Corporation

      9. 6.4.9 Movado Group Inc.

      10. 6.4.10 Samsung Electronics Co. Ltd

    5. *List Not Exhaustive


**Subject to Availability

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Frequently Asked Questions

The Watch Market market is studied from 2016 - 2026.

The Watch Market is growing at a CAGR of 4.1% over the next 5 years.

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

Asia Pacific holds highest share in 2020.

Seiko Holdings Corporation, Citizen Watch Co. Ltd, The Swatch Group, Apple Inc., Fossil Group Inc. are the major companies operating in Watch Market.

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