Seiko and Citizen Enter the CHF 1 Billion Watchmaker Club
Japanese watchmakers Seiko and Citizen have each reached CHF 1 billion in sales for the fiscal year ending March 31, 2026, joining an exclusive club previously dominated by Swiss brands. Their strong performance, highlighted by a 15 % increase for Seiko and a 10 % rise for Citizen, contrasts with slower growth at Swiss giants such as Swatch Group and Richemont, whose sales remain significantly higher but are plateauing. The momentum is driven by expanding markets, especially in the Americas where Seiko’s sales grew over 30 %, and by premium lines like Grand Seiko and Seiko Global Brands that command higher transaction prices. While Casio approaches the billion‑franc threshold with CHF 900 million in sales, the overall trend indicates Japanese manufacturers are increasingly outpacing many traditional Swiss rivals in both growth rate and profitability.
Buying Time Analysis: The story highlights how Japanese watchmakers Seiko and Citizen have reached the CHF 1 billion sales milestone, signaling a significant shift in the luxury watch market as they outpace many Swiss rivals and reshape industry dynamics.
