U.S. Watch Sales Jump 30% in First Five Months of 2026
The United States watch market experienced a strong acceleration in sales during the first five months of 2026, with overall growth outpacing the previous year despite a decline in Swiss watch exports. Data from the Luxury Watch Barometer shows average sales per door rising 28.9% in Q1, slowing slightly to 26.3% in April, and then surging 32.1% in May, resulting in a 29.7% increase for the five‑month period. The luxury segment led the expansion with a 32.8% rise, while the prestige segment saw a 27.8% increase in sales per door, driven by higher average transaction values—over $59,000 per watch compared with $50,220 a year earlier. Consumer demand remained robust across all price points, buoyed by strong stock market performance, particularly in AI‑related tech, and the absence of any dampening effect from previous tariff uncertainties. Although Swiss watch exports to the U.S. fell 18.5% year‑on‑year from January to May, the reduced inventory was quickly absorbed by American buyers, indicating a healthy turnover and continued enthusiasm for both luxury and prestige timepieces.
Buying Time Analysis: This story highlights the accelerating growth of the U.S. watch market in 2026, underscoring strong consumer demand across price points—even amid tariff uncertainties and a decline in Swiss exports—making it a key indicator of market resilience and luxury segment momentum.
