US Market Drives Continued Growth in Global Watch Sales
The U.S. market continues to show resilience as a growth engine for global watch sales, reporting a 29% increase in turnover in the first quarter of 2026. Despite challenges such as declining export values and volumes for Swiss watchmakers, exports to the U.S. rose by 5.3% in the first two months of the year. The Luxury Watch Barometer indicates an average sales increase of 28.9% per retail location, driven by a combination of higher prices and increased unit sales, especially in the luxury segment. Luxury watches, in particular, experienced significant growth with unit sales per door surging by 26.4%, while average prices in this category rose modestly by 5.5%. Prestige brands, priced over $15,000, have become crucial for maintaining growth, with consumers willing to pay an average of $59,901. This trend underscores the strength of the U.S. market, even as other major markets, including Hong Kong and China, face declines.
Buying Time Analysis: This story highlights the resilience of the U.S. watch market amidst global challenges, showcasing significant growth in sales and prices, which underlines the importance of consumer trends and market dynamics for industry stakeholders.
