The Seventh Annual Swiss Watcher, produced by Morgan Stanley and Swiss watch industry consultancy firm LuxeConsult, notes that the premiumisation of the sector continued in 2023, with most top brands outperforming those at the bottom of the luxury pyramid, with two notable exceptions… Swatch and Tissot. “Even though the upper end of the market is still fuelling the growth of the industry, average selling price (ASP) growth moderated substantially in 2023 due to the success of two more accessible brands. On our estimates, the Swatch brand posted the highest growth rate of sales at 63 percent at CHF 660m and 18 percent volume growth. In fact, we estimate that the Swatch brand increased its units sold in 2023 by 0.9m (to a total of 5.8m) and thus accounted for close to 75 percent of total industry growth in volume (up 1.2m to 16.8m). Tissot was the other Swatch Group brand that performed strongly in 2023, with sales up 14 percent on our estimates, driven by the success of the PRX line (60 percent of the brand’s growth last year). On our estimates, the Swatch brand and Tissot had an average retail price of CHF 140 and CHF 490, respectively, last year, substantially below the Swiss watch industry’s average.”
The Swatch brand, ranked number 13 in the report’s top 20 Swiss watch brands by sales, up from number 22 in 2019), benefited from the ongoing success of the MoonSwatch, which sold more than two million units last year and “generated 73 percent of the brand’s sales of CHF 660m (+ 63 percent YoY, biggest gain of all brands in our top 50).” According to the report, Swatch was the fastest–growing Swiss watch brand in 2023 for the second consecutive year.
2024 launches
Three new Bioceramic MoonSwatch watches landed earlier this year. Mission On Earth – Lava, – Polar Lights and – Desert — pay tribute to our magnificent planet via three natural phenomena. These timepieces are inspired by volcanic lava, the Aurora Borealis, and deserts, which can be seen clearly from space.
They are produced in Bioceramic in three brand–new colours. The Mission On Earth collection is available at select Swatch stores – Sandton City, V&A Waterfront, and Menlyn Shopping Centre in South Africa.
Meanwhile, why not celebrate Spring with the uplifting colour tones of the Swatch Neon Collection? The colour palette reflects the joyful mood that meets the end of winter. Six revamped versions of Swatch’s iconic 80s and 90s watches are now available in vibrant colours and boosted designs, channelling cheerful retro energy.
Choose between Neon Rider, Neon Wave, Neon Pink Podium, Neon Jelly, Neon Flash Arrow, and Neon Hot Racer. This collection is available at all Swatch stores countrywide and online.
For a more classic look, Swatch is squaring the circle again with two new Bioceramic What If? watches, namely What If Blackagain? and What If…Allwhite?
The brand encourages followers to embrace the model that suits one’s mood and style.
