Daytona 116550 replica

A month ago, Morgan Stanley, a well-known financial advisory firm, and LuxeConsult, a watch consulting company, jointly released the 2023 Switzerland Watch Report.  It seems to me that the post-Rolex era has arrived.

Rolex became the first Swiss watch brand to exceed 10 billion Swiss francs, or about 82 billion yuan, setting a record. In Switzerland as a whole, the total is 208.8 billion yuan, and Rolex‘s retail market share has reached an impressive 30.3%. Note that the “post-Rolex era” doesn’t mean that Rolex is any less good, but rather that Rolex has secured a dominant position.

Its sales are greater than the combined sales of Omega, Cartier, Patek Philippe, Audemars Piguet, Richard Mille, and Longines, and despite the global economic downturn, its growth has outpaced the Swiss average and solidified its position. Although Rolex has faced criticism from many consumers online due to the difficulty in buying popular models at retail prices, the actual sales feedback shows that its market share is continuously increasing.

As we analyzed a few years ago, Rolex‘s goal of creating a “watch market equivalent” similar to gold has been achieved. Meanwhile, 140 million smartwatches have been sold worldwide in the past 23 years, and aside from basic smart bracelets, there are 80 million with additional features, which far exceeds the 16.9 million sold in the entire country of Switzerland.

Sales of entry-level watch brands, except for Tissot and Swatch, have taken a major hit. To put it bluntly, in the “post-Rolex era”, entry-level mechanical watches will become increasingly difficult to sell, and the mid-to-high-end market will be firmly held by Rolex. The following three different watch categories are beginning to thrive.