Morgan Stanley : which are the leading brands in the Swiss watch industry ?

At the beginning of March, the American investment bank Morgan Stanley, in collaboration with the LuxeConsult firm specialising in the watchmaking world, published its annual report on the economic state and financial trends of the Swiss watch industry for the year 2021.


This document bases its data on figures relating to Swiss watch exports, which have been historic, amounting to CHF 22.3 billion, or approximately 21.6 billion euros, in 2021.


In value terms, sales have returned to their pre-pandemic level, up 31.2% on 2020 and also 2.7% higher than in 2019. However, in terms of volume, although sales were 2 million higher than in 2020, they did not reach the level achieved in 2019, remaining 4.9 million below.


The seven big winners of 2021




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Featured photo : © Press


The editorial team
The editorial team
Thanks to its extensive knowledge of these sectors, the Luxus + editorial team deciphers for its readers the main economic and technological stakes in fashion, watchmaking, jewelry, gastronomy, perfumes and cosmetics, hotels, and prestigious real estate.

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