The Apple Watch main reason for the drop in sales of Swiss watches

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Last year, John Ive announced in an arrogant tone that the new Apple Watch would be the thrust that Swiss watchmaking was missing to finish opening its eyes and see that they had to adapt to new technologies or die. For now, as we have been able to read in Bloomberg, Swiss watch exports have suffered the biggest drop in the last six years.

During this last year, shipments have been reduced by 12%, as reported by the customs office to the Bloomberg publication. One of the main markets where sales of Swiss-made watches have fallen is the United States, but not the only one.

Obviously we are not talking about the typical Swatch watches of a lifetime, but watches that are in a price range ranging from 150-200 dollars to 1000. (price range in which the Sport and steel models move). Although we still do not know official figures on the number of Apple Watch sold today, everything seems to indicate that the main reason for the fall of these traditional watches are the so-called smart watches that have reached the market for just over two years. to stay between us.

But if the United States the numbers are down 12%, The case of Hong Kong is much worse, as sales have dropped by almost 40%. A couple of weeks ago TAG Heuer officially presented its smartwatch, with which Intel and Google have collaborated. This device with a price close to 1500 dollars is the bet of the luxury firm to try to reach all those users who love watches, but who in turn want to have all the information of their smartphone on their wrist.

The firm Fossil, a few weeks ago also tied a smartwatch with which it wants to recover device sales, in addition to present other watches with straps that inform us of notifications and that also allow us to quantify our physical activity.


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  1.   Hannibal Ardid said

    I do not see it as something credible, 1st because Apple did not give numbers of SALES of the watch, but of "deliveries" to its stores ... for something. 2- the pebble seems to me like a phone that sold a lot more.