Is the watch industry experiencing a new 2022‑style boom?
The Swiss watch industry shows signs of renewed momentum reminiscent of the 2022 surge, driven by strong sales at retailers like Watches of Switzerland Group, rising secondary‑market prices for key luxury brands, and record‑breaking auction results. Export volumes remained near historic highs in 2025 despite recent dips, while the United States continued to grow, offsetting declines in China and Hong Kong, and the Middle East gained importance despite regional tensions. Profitability remains a challenge, with major groups such as Richemont and Swatch experiencing sharp drops in operating earnings, yet analysts note that excess capacity and shifting consumer preferences could be mitigated by continued demand for high‑end timepieces. The combination of robust retailer performance, soaring pre‑owned market prices, and notable collaborations like the Swatch × Audemars Piguet Royal Pop suggests the sector may be entering another period of growth, provided the positive trends persist into the upcoming auction season.
Buying Time Analysis: This story highlights the resurgence signs in the Swiss watch industry—rising secondary‑market prices, record auction sales, and strong retailer performance—suggesting a potential new boom and making it a key indicator for investors and enthusiasts.
