Article

The Deloitte Swiss Watch Industry Study

2015
Uncertain times
The rise of smartwatches, weaker foreign demand and strong Franc
compel Swiss watchmakers to rethink strategy



Highlights
For the first time since the Deloitte Swiss Watch Industry Study was launched in 2012, more
watch executives are pessimistic about the outlook for the Swiss watch industry than those
who are optimistic. Watchmakers are increasingly worried about the continued strength of
the Franc and the weakening demand from countries such as China. Another concern is the
growing competitive threat from smartwatches. Yet the future prospects are still promising,
with the luxury segment leading the way.

The Deloitte Swiss Watch Industry Study 2015 Download the report

Key findings
 Average price of exported Swiss watches peaked at CHF 730

 Pessimism about the economic outlook hits four-year high: 41% of watch
executives are pessimistic, only 14% are optimistic.

 External risks are back - The strength of the Swiss Franc is perceived as the
greatest risk(69%)

 Smartwatches are an increasing competitive threat

 Significant consumer interest in smartwatches in China, Italy and France,

when inSwitzerland the percentage is only 17%.

 The rise of digital media: the optimisation of sales channels seen as an

important business strategy
About the study
This is the fourth annual Deloitte Watch Industry Study. It is based on an online survey and
discussions with executives, and a consumer survey which was conducted among 3,000
people in China, France, Italy, Japan, Switzerland and the US by the data collection provider
Research Now. The online survey with executives was conducted between May and July
2015. A total of 51 watch executives participated.