What Swiss watchmakers miss about price
Swiss watchmakers are heavily investing in new product launches and innovative features, yet consumers prioritize price‑to‑value ratio, brand reputation, and design over novelty. Deloitte’s research, based on interviews with industry executives and a survey of 6,500 consumers across 13 countries, shows a growing mismatch: brands focus on expanding mono‑brand boutiques and continuous product introductions, while shoppers prefer multi‑brand retailers that offer choice, ability to compare prices, and a broader selection. The study also reveals that both executives and consumers agree physical retail will remain dominant, with over 70 % of executives and a similar share of consumers expecting offline sales to stay stronger than online in the next five years. To regain growth, watchmakers need to align their strategies with consumer expectations, emphasizing value, brand strength, and appealing design rather than solely pursuing constant innovation and boutique expansion.
Buying Time Analysis: The story highlights a critical mismatch between Swiss watchmakers’ emphasis on new product launches and novelty versus consumers’ demand for price‑to‑value, brand, and design, underscoring a strategic gap that could hinder industry growth if not addressed.
