The Eighth Annual Swiss Watches report by @morganstanley and LuxeConsult is here.
We invited Oliver Müller to break down the key events of the past 12 months and explore what’s next based on current #watch market trends. The result? Our longest video ever—but we simply couldn’t leave out this vital insight!
📉 Market Overview:
After the post-COVID boom, the market is finally taking a downturn. This shift was anticipated and, to some extent, inevitable—especially in the secondary market. However, the reality has hit harder than expected, particularly for brands that had pinned their hopes on Chinese consumers. Due to internal challenges, exports to Greater China dropped by 23% in value. Despite this market shift, the top four brands remain unchanged: @ROLEX , @PatekPhilippeGeneva , @audemarspiguet , and @RichardMilleOfficial . These privately owned watchmakers collectively captured an impressive 47% market share in 2024.
⏳ Watch the full video (over 2 hours of in-depth market insights!) and let us know your thoughts!
👂🏻 And listen to the whole episode as a Podcast
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#2025 #luxury #watches #luxurylifestyle #trending #marketforecast #2024
@BuchererWatchesJewellery @morganstanley @louisvuitton @hermes @TudorWatch @cartier @OMEGA @longineswatches @vacheronconstantin @Breitling @lvmh @hublot @swatch @GirardPerregauxWatches
23 Comments
Timecodes:
0:00 – Intro
1:35 – Overall assessment of the market in 2024
7:58 – China & USA
12:25 – Japan, India, Europe
17:14 – Further polarization and premiumisation
27:30 – Rolex's performance, including Bucherer's activity & Watches of Switzerland
38:22 – Tudor
45:26 – Cartier
50:48 – Omega
57:09 – Audemars Piguet
1:01:57 – Patek Philippe
1:06:32 – Richard Mille
1:10:08 – Longines
1:13:03 – Vacheron Constantin
1:16:00 – Breitling
1:21:09 – Richemont
1:35:57 – LVMH
1:42:40 – Smartwatch
1:46:16 – Hublot
2:02:00 – Swatch Group
2:11:12 – Ulysse Nardin & Girard Perregaux
2:15:00 – Independent brands
2:22:31 – Trends for 2025
China is still seen as a very strong market, as per the amount of limited-editions targetted towards them.
I think we will start to see more integration of smartwatches into the general watchmarket. Similar to how Frederique Constant did with their hybrid pieces, but on a bigger scale.
always very good and informative.
always super insightful when you have Mr. Müller on, thank you!
Love the long videos. Thank you so much for the great work, highly appreciated.
Always interesting. And so Funny President Trump lives in that clowns head. And, BTW, is it President Trump, little man.
congrats… fantastic interview
Super interesting talk. Love the insights & critiques. Viva watchmaking!
Every bit was interesting and informative. Thank you guys. Do you think Zenith and Hubot would remain solvent for long if they weren't part of LVMH?
really cool talk again. One of the most waited report /analysis. Thx MAD 🙂
Loving this conversation. Thank you. Always looking forward to this.
The Swiss watch industry is cooked unless they get their act together!
TOP !!! No blabla just tons of facts so well presented. Thank you ! I
a pleasure to listen to – entertaining and instructive 🤩
Other than his TDS takes it was very informative
Thank you to two French speakers for having this fascinating conversation in English for two and a half hours, so we can all understand. Merci ! 🤙🤙
Thank you!
One of the best watch related videos and content I've seen for a long time. Kudos for making such a comprehensive and elaborative video. Bravo!
Oliver Müller who is involved with the Swiss Watch annual report from LuxeConsult and Morgan Stanley claims Rolex plans to cut production more significantly in 2025, even after Rolex made fewer watches in 2024 than 2023.
servicing is the sleeper main issue; it caps most people’s collection because it’s a pain in the a$$
any company doing smart watches should be shunned with extreme prejudice
Fantastic content. Thank you!!