Yes – the Swiss watch industry was put to shame by Apple. Not only Apple was the best selling smartwatch last year, but it also outsold the entire Swiss industry according to Strategy Analytics. The report states that Apple shipped, approximately, 31 million units in 2019, 36% more than 2018. The Swiss industry which includes brands such as Swatch and TAG Heuer, only shipped 21.2 million units, which is a 13% decline.
Strategy Analytics were gathering data from retail partners and other vendors to conclude this information. “Analog wristwatches remain popular among older consumers, but younger buyers are tipping toward smartwatches and computerised wrist-wear,” writes Neil Mawston, executive director at Strategy Analytics.
According to fellow Strategy Analytics analyst Steven Waltzer, “Traditional Swiss watch makers, like 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.”
For many years, Apple has dominated the smartwatch market, and once has already surpassed the Swiss watch industry in 2017, but this is the first time Apple is winning all year long.