American Watch Market Could Grow 50% to $30 Billion
The American watch market is poised for significant growth, with primary and secondary sales projected to rise from $20 billion to over $30 billion in the coming years. Swiss watch exports to the United States have more than doubled since 2017, and retail sales through authorized channels reached $10.1 billion in 2025. Despite this increase, per‑capita spending remains lower than in Europe, indicating ample headroom for expansion. Major retailers have invested heavily in new stores and acquisitions, while the secondary market, especially certified pre‑owned pieces, has become a key driver of revenue, accounting for $4.5 billion in U.S. and Canada sales in the first half of 2026. The United States also boasts a high concentration of ultra‑high‑net‑worth individuals—approximately 250,000, or 73 per 100,000 people—providing a strong base of affluent buyers willing to spend $50,000 or more on luxury timepieces. This wealth, combined with the fragmented retail landscape and the growing popularity of high‑priced, limited‑edition watches, suggests that both primary and secondary segments can continue to expand. If U.S. per‑capita spending aligns with the United Kingdom’s level, the market could potentially double its value, reinforcing the United States as a pivotal region for the luxury watch industry’s future growth.
Buying Time Analysis: The story highlights the significant growth potential of the U.S. luxury watch market, driven by under‑penetrated per‑capita spending, a strong secondary market, and a high concentration of ultra‑high‑net‑worth individuals, indicating a major opportunity for brands and investors.
