{"id":132251,"date":"2025-11-05T10:35:00","date_gmt":"2025-11-05T09:35:00","guid":{"rendered":"https:\/\/www.we-wealth.com\/?post_type=news&#038;p=132251"},"modified":"2025-11-04T10:42:09","modified_gmt":"2025-11-04T09:42:09","slug":"luxury-watch-market-2025-unexpected-power-female-demand","status":"publish","type":"news","link":"https:\/\/www.we-wealth.com\/en\/news\/luxury-watch-market-2025-unexpected-power-female-demand","title":{"rendered":"The Luxury Watch Market in 2025: The Unexpected Power of Female Demand"},"content":{"rendered":"\n<p>In 2025, the luxury watch market has remained resilient, thanks in part to growing demand from female clients, who now account for <strong>35% of total sales<\/strong>. The data focuses on the <strong>U.S. market<\/strong>, which represents <strong>17% of total Swiss watch exports<\/strong> and remains the industry\u2019s leading export destination. This is one of the standout findings from Deloitte\u2019s annual report, presented on <strong>October 10<\/strong>, echoing the \u201c10:10\u201d hand position traditionally used in watch displays to showcase brand logos.<\/p>\n\n\n\n<p>During the first half of 2025, the Swiss watch market attempted to regain momentum, only to encounter renewed volatility in the months leading up to the end of August.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">From Peak to Plateau: Market Figures for 2025<\/h2>\n\n\n\n<p>The 2023<strong> 26.7 billion<\/strong> CHF export record now feels distant. By 2024, as the post-COVID luxury boom faded, secondary market prices began to decline, inventories grew, and exports fell by <strong>3%<\/strong> in value, with a <strong>10%<\/strong> drop in volume (1.5 million fewer units shipped).<\/p>\n\n\n\n<p>The decline was sharpest in the <strong>entry-level luxury segment<\/strong> (models priced below CHF 6,000\u20138,000 at retail), where revenues fell <strong>16%<\/strong>. In contrast, <strong>high-end timepieces<\/strong> proved far more resilient, with exports up <strong>1%<\/strong> despite a <strong>4%<\/strong> drop in volume.<\/p>\n\n\n\n<p>As for 2025, the first half brought encouraging signals\u2014but the overall market remains fragile. A slowdown returned by May and June, after an optimistic start at <strong>Watches &amp; Wonders Geneva<\/strong>, the industry\u2019s flagship event. The mood there was buoyant, helped by a wave of high-profile launches, including Rolex\u2019s acclaimed <em>Oyster Perpetual Land-Dweller<\/em>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">A Surprising Positive Effect from Tariffs<\/h2>\n\n\n\n<p>By July, the picture had become more nuanced: exports rose <strong>7% year-on-year<\/strong>, including to the U.S. The introduction of new <strong>39% import tariffs<\/strong> triggered a wave of <strong>anticipatory purchasing<\/strong>, temporarily boosting demand. Without this effect, exports would likely have declined by around <strong>1%<\/strong>. In <strong>August<\/strong>, however, contraction resumed, bringing cumulative exports for the first eight months of 2025 to nearly <strong>\u20131%<\/strong>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Regional Trends<\/h2>\n\n\n\n<p>In the <strong>United States<\/strong>, retail sales grew <strong>6% in 2024<\/strong>. The perception of luxury is shifting: consumers are favoring <strong>authenticity and craftsmanship<\/strong> over ostentation. Several brands have responded by opening new flagship boutiques in <strong>Los Angeles, Miami, and Chicago<\/strong>.<\/p>\n\n\n\n<p>In <strong>mainland China<\/strong>, sales rose <strong>5% in value<\/strong> during 2024, though volumes remain below pre-pandemic levels. Demand for <strong>high-end watches<\/strong> continues to grow in major cities, while the lower tiers lag behind. <strong>Hong Kong<\/strong> saw a <strong>4.5% drop<\/strong> in Swiss imports, whereas <strong>Singapore (+8%)<\/strong>, <strong>Japan (+6%)<\/strong>, and <strong>South Korea (+9%)<\/strong> maintained strong growth, driven by a <strong>younger, more informed clientele<\/strong>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Mechanical Watches Still Reign Supreme<\/h2>\n\n\n\n<p>Switzerland exported <strong>13.2 million watches in 2024<\/strong>, down from <strong>14.3 million in 2023<\/strong> and <strong>20 million in 2019<\/strong>. Production continues to shift toward <strong>high-end models<\/strong>, with output in the mid and lower tiers declining. Today, <strong>93% of export value<\/strong> comes from <strong>mechanical watches<\/strong>, compared to just <strong>7% for quartz<\/strong>.<\/p>\n\n\n\n<p>The market is dominated by the major groups\u2014<strong>Rolex <\/strong>(including <strong>Tudor<\/strong>), <strong>Swatch Group<\/strong>, <strong>Richemont<\/strong>, and <strong>LVMH<\/strong>\u2014which together control about <strong>80% of the global luxury watch market<\/strong>. Independent brands survive through their <strong>distinct creative value<\/strong>, catering to collector niches, though they lack the same economies of scale.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">The \u201cSecond Wrist\u201d Market<\/h2>\n\n\n\n<p>The <strong>pre-owned or certified pre-owned segment<\/strong> reached<strong> 25 billion <strong>CHF<\/strong><\/strong> <strong>in 2024<\/strong>, nearly matching the new watch market. Digital platforms and official brand programs have lent legitimacy to a once-skeptical sector. The <strong>Rolex Certified Pre-Owned<\/strong> initiative, in particular, accelerated maturity across the segment, prompting other maisons to follow suit.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Sustainability and Transparency<\/h2>\n\n\n\n<p>Buyers are increasingly attentive to transparency and sustainability. <strong>73% of customers under 35<\/strong> say that environmental commitment and <strong>material traceability<\/strong> directly influence their purchasing decisions. The industry has responded with greater use of <strong>recycled gold<\/strong>, <strong>low-impact movements<\/strong>, and <strong>blockchain-based supply chain verification<\/strong>\u2014now standard practices.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">2025 and Beyond: The Future of Swiss Watchmaking<\/h2>\n\n\n\n<p>Swiss watchmaking continues to <strong>innovate without losing its identity<\/strong>. High-tech materials\u2014lightweight ceramics, titanium alloys, and movements with <strong>over 100 hours of power reserve<\/strong>\u2014coexist with a return to <strong>smaller cases and minimalist designs<\/strong>.<\/p>\n\n\n\n<p><strong>Artificial intelligence<\/strong> has entered the industry discreetly, supporting <strong>demand forecasting<\/strong>, <strong>inventory management<\/strong>, <strong>online sentiment analysis<\/strong>, and <strong>personalized client services<\/strong>.<\/p>\n\n\n\n<p>At its core, however, <strong>handcrafted production<\/strong> remains the soul of the sector. The challenge for the years ahead will be to <strong>preserve traditional know-how<\/strong>, <strong>attract new talent<\/strong>, and make watchmaking a <strong>desirable career<\/strong> for younger generations.<\/p>\n\n\n\n<p>Still, demand remains fragile. Rising tariffs have introduced new uncertainties, and consumers are increasingly price-sensitive. The resilience of Swiss watchmaking is being tested \u201cnot by a sudden shock, but by a slow accumulation of multiple pressures.\u201d<\/p>\n\n\n\n<p>2025 is shaping up to be a year of selection and consolidation<strong>.<\/strong> Most maisons expect <strong>2%\u20134% growth<\/strong>, driven by <strong>U.S. demand<\/strong>, <strong>female buyers<\/strong>, and sales in the <strong>Middle East<\/strong> and <strong>Southeast Asia<\/strong>.<\/p>\n\n\n\n<p>According to the <strong>Deloitte Swiss Watch Industry Study 2025<\/strong>, the keys to future success will be <strong>brand consistency<\/strong>, <strong>sustainability<\/strong>, and the <strong>ability to create lasting value<\/strong>.<\/p>\n\n\n\n<p>The <strong>Swiss watch<\/strong> remains a <strong>symbol of excellence and precision<\/strong> in a world that continues to accelerate.<\/p>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The market peak was reached in 2023. The following semesters have been characterized by adjustment and consolidation, accompanied by some unexpected developments. This is the picture painted by the Deloitte Swiss Watch Industry Study 2025, unveiled during the inaugural World Watchmaking Day.<\/p>\n","protected":false},"author":85709,"featured_media":132253,"template":"","categories":[2255,2270,2251],"tags":[3772],"collana-video":[],"class_list":{"0":"post-132251","1":"news","2":"type-news","3":"status-publish","4":"has-post-thumbnail","5":"hentry","6":"category-lifestyle-1","7":"category-pleasure-assets","9":"tag-pleasure-assets"},"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.1.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The Luxury Watch Market in 2025: The Unexpected Power of Female Demand | WeWealth<\/title>\n<meta name=\"description\" content=\"Deloitte\u2019s 2025 study reveals female buyers driving growth in the global luxury watch market amid shifting trends and resilience.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, 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