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Apple Watch sales outpace entire Swiss watch industry

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The Apple Watch outsold the entire Swiss watch industry, selling 31 million units worldwide in 2019.

This is according to the latest data figures from Strategy Analytics, which show Apple shipped 10 million more units compared to the 21 million for all Swiss watch brands combined.

Steven Waltzer, senior analyst at Strategy Analytics, states: “We estimate Apple Watch shipped 30.7 million units worldwide in 2019, growing a healthy 36% from 22.5 million in 2018. A blend of attractive design, user-friendly tech and sticky apps makes the Apple Watch wildly popular in North America, Western Europe and Asia.”

Strategy Analytics executive director Neil Mawston adds: “We estimate the entire Swiss watch industry together shipped 21.1 million units worldwide in 2019, falling 13% from 24.2 million in 2018. Analogue wristwatches remain popular among older consumers, but younger buyers are tipping toward smartwatches and computerised wristwear.”

Waltzer points out traditional Swiss companies, such as Swatch and Tissot, are losing the smartwatch wars.

“Apple Watch is delivering a better product through deeper retail channels and appealing to younger consumers who increasingly want digital wristwear. The window for Swiss watch brands to make an impact in smartwatches is closing. Time may be running out for Swatch, Tissot, TAG Heuer, and others,” he concludes.

To read Strategy Analytics’ Wearable Device Ecosystems complete report, click here.

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