Datejust 136200 replica

In March 2023, United States investment bank Morgan Stanley and Swiss consulting firm LuxeConsult jointly released the annual Switzerland watchmaking industry research report. Compared to 2019, the increase is even more notable. In 2022, there was a 15.5% increase compared to 2019, meaning an increase of CHF 3.2 billion in exports.

The four brands are either family-owned or managed by a non-profit organization (Hans Wilsdorf Foundation) and can be planned for long-term and sustainable growth. It is worth noting that Audemars Piguet‘s revenue increased by 27%, crossing the 2 billion Swiss franc mark for the first time.

Over the past 20 years, Switzerland’s watch exports have steadily declined, reaching a low of 13.8 million pieces in 2020. Exports in 2022 were 15.8 million units, an increase of only 49,000 units (+0.3%) compared to 2021, compared to 30 million units in 2000. In other words, Switzerland’s watch exports have almost halved in the past 23 years.

These figures hide an even tougher reality, with MoonSwatch being excluded from the fact that Switzerland watch exports dropped by 900,000 pieces compared to 2021. This is because it is estimated that 950,000 MoonSwatches were exported in 2022 (1 million units sold worldwide). ​ Besides the success of the MoonSwatch, the Apple Watch has disrupted the entry-level market for the Switzerland watchmaking industry.