After a four-month slump at the end of 2024, exports of Swiss timepieces, driven by the most high-end models, became dynamic again in value in January 2025. But while the United States and Japan have been very buoyant, China and Hong Kong continue to weigh down sales.
Phew. Even if the Chinese market is still very poorly oriented, Swiss watch exports “regained positive momentum” last January, announced the Federation of the Swiss Watch Industry in its latest monthly statistics. A relief for manufacturers as international sales had been steadily declining for the last four months of 2024.
However, this momentum, driven by the American and Japanese markets, is real in value, but not in volume. In January, Swiss exports of timepieces increased by 4.1% to almost 2 billion francs. However, in terms of volume, they fell by 4.2% to a total of almost 1.1 million pieces.
The high-end sector is more buoyant
This disparity reflects a better trend for high-end models than for more affordable ones. Watches sold for more than 3,000 Swiss francs for export have indeed soared by 7% , while those costing less than 200 francs have stagnated (+0.7%). Those at an intermediate price have, on the other hand, fallen sharply (-8%).
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Read also > Swiss watch exports declined in 2024
Featured photo: © Rolex
