Top 20 Swiss Watch Brands According To Statistics - Watch Market Update 2023

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In this video, I’ll dissect a report on the state of the Swiss Watch Industry by Morgan Stanley and LuxeConsult to share a detailed look at the industry’s top twenty brands from last year. In addition, I’ll share many other interesting facts and figures that help paint a picture of the broader watch market going into 2023.

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0:00 - Intro & Organization
2:01 - Top 10 Swiss Brands
7:47 - Following 10 & Other Winners
9:06 - Industry Value & Volume

How LuxeConsult Calculates Market Share: *This text is taken directly from LuxeConsult’s report.

Unlike the fast-moving consumer goods (FMCG), beverage, or retail sectors, there is no market share data published on the Swiss watch sector by consultancy firms such as Nielsen, GfK, or Kantar (which use either scanner data or panels to calculate the market shares). This is due to the impracticality of conducting such surveys and the discreet nature of the Swiss watch industry.

In order to calculate market shares in the Swiss watch industry, we first estimated
the number of units sold and the turnover of each of the top 65 watch brands.
Our estimates here are based on figures reported by public companies, public
statements made by the CEOs of watch brands over the years, direct discussions
with watch brands, data from Fédération de l'Industrie Horlogère Suisse (FHS), and
dialogue with industry contacts.

In the second step, we estimate the share of retail sales in each brand's turnover.
This is done by estimating the total number of directly operated stores for each
Brand, as well as examining statements made by watch brand CEOs. This second
step (i.e.estimating the split of sales between retail and wholesale for each brand)
is often overlooked and, in our opinion, can lead to significant errors when trying
to estimate market shares in the industry, given the following: a) The split varies
substantially by brand. For example, we estimate that close to 100% of Rolex
watches are sold by third-party retailers (i.e. wholesale). At the opposite end of
the scale, we estimate that less than 40% of Swatch brand sales are done at
the wholesale level. b) The retailers' significant markup (from ~28% for the strongest
brands like Rolex and Patek Philippe to ~50% for brands less in demand) creates
significant distortion in market share calculations.