Amid a surprising decline in production volume, the Swiss watch industry paradoxically achieved record-breaking export values in 2023, as it strategically pivots toward crafting fewer, vastly more expensive timepieces for a global elite.
Key Takeaways
- In 2023, Swiss watch exports totaled 26.7 billion Swiss francs, marking a 2% increase from 2022.
- The average export price per Swiss watch in 2023 was 25,062 Swiss francs, up 17.7% year-over-year.
- Exports of Swiss watches to the USA reached 5.2 billion CHF in 2023, representing 19.5% of total exports.
- Switzerland produced 17.8 million watches in 2023, down 12.4% from the previous year.
- Swiss watch production volume fell to 6.0 million units in the first half of 2024, a 17.8% decline.
- Mechanical watches comprised 52% of Swiss watch production volume in 2023.
- Employment in the Swiss watch industry stood at 47,800 full-time equivalents in 2023.
- Workforce in watchmaking assembly decreased by 3.5% to 19,200 in 2023.
- Micro-mechanical production employed 8,500 people in 2023.
- Rolex accounted for 31.8% of Swiss watch exports by value in 2023.
- Omega brand exports grew by 12% in value in 2023.
- Cartier held 10.2% market share in Swiss luxury watch exports in 2023.
- The number of watch enterprises in Switzerland was 1,462 in 2023.
- Value added by the Swiss watch industry was 12.5 billion CHF in 2022.
- Total turnover of the watch industry reached 27.1 billion CHF in 2023.
Swiss watch exports rose in value while production volume significantly declined in 2023.
Economic Contribution
- The number of watch enterprises in Switzerland was 1,462 in 2023.
- Value added by the Swiss watch industry was 12.5 billion CHF in 2022.
- Total turnover of the watch industry reached 27.1 billion CHF in 2023.
- R&D spending in Swiss watchmaking was 1.2 billion CHF in 2022.
- Export value per capita in watch industry reached 3,000 CHF in 2023.
- Total active companies in watchmaking: 1,377 in 2022.
- Industry contributed 5.5% to Swiss industrial exports in 2023.
- Tax revenue from watch industry: 2.8 billion CHF in 2022.
- Richemont watch division revenue 6.4 billion EUR in FY2023.
- Bernese Jura 22% of watch enterprises in 2023.
- Total industry investments: 1.8 billion CHF in 2022.
- Swatch Group revenue from watches: 5.9 billion CHF in 2023.
- Solo enterprises: 62% of total watch firms in 2023.
Economic Contribution Interpretation
Nearly 1,500 mostly tiny ateliers—with over 60% being solo endeavors—somehow coalesce into a horological juggernaut that polishes time into a 27-billion-franc national treasure, proving Switzerland still runs on meticulously engineered cogs, not just cuckoo clocks.
Employment and Workforce
- Employment in the Swiss watch industry stood at 47,800 full-time equivalents in 2023.
- Workforce in watchmaking assembly decreased by 3.5% to 19,200 in 2023.
- Micro-mechanical production employed 8,500 people in 2023.
- Jura region accounted for 42% of watch industry employment in 2023.
- Employment in cases and bracelets: 4,100 in 2023.
- Geneva canton hosts 28% of watch firms in 2023.
- Dial production employment: 2,300 in 2023.
- Neuchâtel region 35% of employment in 2023.
- Hands production employed 1,800 workers in 2023.
- Jewels setting employment: 3,200 in 2023.
- Movements assembly workforce: 12,400 in 2023.
- Vaud canton 15% employment share in 2023.
- Engraving and decoration employment: 2,500 in 2023.
- Research personnel in watchmaking: 2,100 in 2023.
- Industry apprentices: 4,500 in training 2023.
Employment and Workforce Interpretation
While the Swiss watch industry's precision parts are fitting together flawlessly, its overall assembly workforce is ticking down slightly, proving that even in a world of exquisite craftsmanship, the hands of time—and the job market—never stand still.
Export Statistics
- In 2023, Swiss watch exports totaled 26.7 billion Swiss francs, marking a 2% increase from 2022.
- The average export price per Swiss watch in 2023 was 25,062 Swiss francs, up 17.7% year-over-year.
- Exports of Swiss watches to the USA reached 5.2 billion CHF in 2023, representing 19.5% of total exports.
- Total Swiss watch export value grew 15.8% in 2022 to 24.8 billion CHF.
- Quartz watches exports surged 28% in volume in 2023.
- Number of exported watches dropped 20.6% to 13.6 million units in 2023.
- Hong Kong absorbed 22.4% of Swiss watch exports by value in 2023.
- China imports of Swiss watches totaled 3.8 billion CHF in 2023, down 24%.
- Complications watches exports rose 10.2% in value in 2023.
- In 2023, Swiss watch exports to Japan were 1.9 billion CHF.
- Precious metal watches exports down 5.3% in 2023.
- EU countries took 12.8% of Swiss watch exports in 2023.
- Watch components exports valued at 4.2 billion CHF in 2023.
- France imported 1.1 billion CHF of Swiss watches in 2023.
- Other metals watches exports surged 30% in volume 2023.
- In H1 2024, exports value up 3% to 13.7 billion CHF.
- Men's watches exports down 19% in volume 2023.
- UK imports of Swiss watches: 1.2 billion CHF in 2023.
- Total export pieces: 14.6 million in H1 2024, down 14%.
- Asia-Pacific region 52% of export value in 2023.
- Singapore as export hub: 2.1 billion CHF in 2023.
- Ceramic watches exports up 22% volume in 2023.
- UAE imports: 1.4 billion CHF of Swiss watches in 2023.
- Germany took 900 million CHF in Swiss watches 2023.
- Export price for gold watches averaged 128,000 CHF in 2023.
- South Korea imports 800 million CHF in 2023.
- Australia imports rose 10% to 450 million CHF in 2023.
- Titanium watches exports doubled in volume 2023.
- Canada imports 650 million CHF Swiss watches 2023.
- Export growth to Middle East: 5% in 2023.
- Brazil market for Swiss watches: 200 million CHF 2023.
Export Statistics Interpretation
The Swiss watch industry, in a masterclass of premiumization, sold 20% fewer watches for 2% more money, proving that while they may be running out of customers, the remaining ones are exceedingly wealthy.
Market Share and Brands
- Rolex accounted for 31.8% of Swiss watch exports by value in 2023.
- Omega brand exports grew by 12% in value in 2023.
- Cartier held 10.2% market share in Swiss luxury watch exports in 2023.
- Patek Philippe exports increased 22% in 2023.
- Audemars Piguet represented 4.8% of export value in 2023.
- Breitling exports grew 18% year-over-year in 2023.
- TAG Heuer sales volume increased 14% in 2023.
- IWC Schaffhausen exports up 11% in 2023.
- Vacheron Constantin market share 2.1% in 2023 exports.
- Hublot exports grew 15% in 2023.
- Zenith brand sales rose 20% in 2023.
- Luxury segment (>3,000 CHF) was 91% of export value in 2023.
- Blancpain exports increased 16% in 2023.
- Girard-Perregaux sales growth 13% in 2023.
- Jaeger-LeCoultre exports up 9% in 2023.
- Panerai brand growth 17% in 2023.
- Chopard exports increased 14% in 2023.
- Ulysse Nardin sales up 19% in 2023.
- Bovet exports grew 21% in 2023.
- Glashütte Original Swiss exports up 12% 2023.
Market Share and Brands Interpretation
The Swiss watch industry is a magnificent and ruthlessly hierarchical ecosystem where Rolex sits as the undisputed apex predator, dining on nearly a third of the pie, while a hungry pack of other illustrious brands battle for the remaining, albeit sumptuously valuable, scraps.
Production and Manufacturing
- Switzerland produced 17.8 million watches in 2023, down 12.4% from the previous year.
- Swiss watch production volume fell to 6.0 million units in the first half of 2024, a 17.8% decline.
- Mechanical watches comprised 52% of Swiss watch production volume in 2023.
- Gold watch exports fell 1.6% in value but rose 8.7% in volume in 2023.
- Steel watches dominated exports at 57% of total value in 2023.
- Women’s watches exports declined 25% in volume in 2023.
- Production of wristwatches in Switzerland was 15.2 million units in 2022.
- Mechanical movements production: 1.8 million in 2023.
- Tourbillon complications exports up 25% in value 2023.
- ETA movements produced 1.5 million units in 2022.
- Skeletonized watches exports up 18% in 2023.
- Brass cases production: 12 million units in 2023.
- Moonphase complications exports rose 12% in 2023.
- Chronograph watches production: 2.1 million in 2023.
- Diving watches exports up 8% in value 2023.
- Steel cases production: 15 million units in 2023.
- Perpetual calendar complications: 45,000 units exported 2023.
- Minute repeaters production: 3,200 units in 2023.
- Flyback chronographs: 150,000 exported 2023.
Production and Manufacturing Interpretation
Despite making fewer watches overall, Switzerland is clearly betting that future horological prestige lies not in the masses but in the discerning enthusiast, as evidenced by falling production volumes being artfully offset by rising demand for intricate complications like tourbillons and skeletonized designs—proving that in luxury, less is often more, but only when that ‘less’ is exquisitely complex.
Sources & References
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