Here’s How I See the Watch World Entering 2026
As the watch industry transitions into 2026, it faces a mix of challenges and opportunities following a tumultuous 2025. The previous year was marked by significant changes, including Rolex's introduction of the Land-Dweller, which challenged its reputation for gradual innovation, and a shift towards direct sales models among various brands. However, economic concerns such as inflation and tariffs have dampened sales growth, leading to a cautious outlook for the luxury watch market. With the new year, the Year of the Horse, comes an expectation of forward momentum, but also uncertainty regarding the impact of new tariffs on Swiss imports and consumer reactions to upcoming product launches at major events like Watches and Wonders Geneva. Looking ahead, the market seems poised for a focus on experiential retail and monobrand strategies as brands adapt to the evolving landscape. Notable anniversaries, such as the 50th of the Patek Philippe Nautilus and the 100th of Tudor, will likely drive interest and innovation. Meanwhile, the secondary market is expected to see growth as digital platforms emerge, capitalizing on the struggles of primary market sales. Overall, 2026 promises to be a year of mixed outcomes for the watch world, characterized by both challenges and exciting developments.
