Apple Watch Outsells Entire Swiss Watch Industry in 2019
New estimates show Apple shipped nearly 31 million watches last year, significantly surpassing the 21.1 million units shipped by the entire traditional Swiss watch industry.
New estimates from Strategy Analytics reveal that Apple ships significantly more watches than the entire Swiss watch industry combined. The report indicates Apple sells nearly 31 million Apple Watch units in 2019, marking a robust 36 percent increase from the previous year. In stark contrast, the Swiss watch industry, which includes famous brands like Swatch and TAG Heuer, only ships an estimated 21.1 million units, representing a 13 percent decline.
This milestone highlights a massive generational shift in consumer preferences regarding wristwear. Analysts note that while older consumers still prefer traditional analog timepieces, younger buyers increasingly choose digital wristwear. Apple successfully captures this younger demographic by offering a superior product and utilizing deeper retail channels to distribute its smartwatches globally.
The gap between Apple and traditional Swiss manufacturers continues to widen as the tech giant cements its dominance in the wearable market. Experts warn that the window for Swiss watch brands to make a meaningful impact in the smartwatch sector is rapidly closing. Although Apple does not publicly disclose specific Apple Watch unit sales in its financial earnings, third-party data consistently shows the device as the undisputed leader in wrist-worn technology.