Top 20 Swiss Watch Brands According To Statistics - Watch Market Update 2023
Complete Guide To The Best Swiss Watch Brands On TeddyBaldassarre.com: teddybaldassarre.com/blogs/wa...
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In this video, I’ll dissect a report on the state of the Swiss Watch Industry by Morgan Stanley and LuxeConsult to share a detailed look at the industry’s top twenty brands from last year. In addition, I’ll share many other interesting facts and figures that help paint a picture of the broader watch market going into 2023.
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0:00 - Intro & Organization
2:01 - Top 10 Swiss Brands
7:47 - Following 10 & Other Winners
9:06 - Industry Value & Volume
How LuxeConsult Calculates Market Share: *This text is taken directly from LuxeConsult’s report.
Unlike the fast-moving consumer goods (FMCG), beverage, or retail sectors, there is no market share data published on the Swiss watch sector by consultancy firms such as Nielsen, GfK, or Kantar (which use either scanner data or panels to calculate the market shares). This is due to the impracticality of conducting such surveys and the discreet nature of the Swiss watch industry.
In order to calculate market shares in the Swiss watch industry, we first estimated
the number of units sold and the turnover of each of the top 65 watch brands.
Our estimates here are based on figures reported by public companies, public
statements made by the CEOs of watch brands over the years, direct discussions
with watch brands, data from Fédération de l'Industrie Horlogère Suisse (FHS), and
dialogue with industry contacts.
In the second step, we estimate the share of retail sales in each brand's turnover.
This is done by estimating the total number of directly operated stores for each
Brand, as well as examining statements made by watch brand CEOs. This second
step (i.e.estimating the split of sales between retail and wholesale for each brand)
is often overlooked and, in our opinion, can lead to significant errors when trying
to estimate market shares in the industry, given the following: a) The split varies
substantially by brand. For example, we estimate that close to 100% of Rolex
watches are sold by third-party retailers (i.e. wholesale). At the opposite end of
the scale, we estimate that less than 40% of Swatch brand sales are done at
the wholesale level. b) The retailers' significant markup (from ~28% for the strongest
brands like Rolex and Patek Philippe to ~50% for brands less in demand) creates
significant distortion in market share calculations.
Would be interesting to see the Swiss brands compare against the non-swiss brands. How do they fare against the Japanese and German brands mainly and also other countries.
Apple dominates. I recently picked up an Ultra - they finally have a watch for watch lovers. Always on display, three day battery (I use sleep track and charge while in shower), Titanium and 100m WR.
@@mkyhou1160great for the first few years then it will start to slow down and odd quirks will begin to appear. I also use an apple watch for sleep and exercise, but it's a piece of technology which will degrade over time as they want to you buy a new one.
@@mkyhou1160 Apple doesn't make a watch. They make a phone accessory for your wrist. My guess is that Seiko would come in at #3 worldwide. Not much market share for the Germans especially since Glasshutte Original and Union Glasshutte are already part of the Swatch Group and A. Lange is part of Richemont.
@@davidc5191 Citizen and Casio are ahead of Seiko. Seiko is just a small enthusiast brand with horrible quality control.
@@mkyhou1160 Delusional take. Their QC is definitely not up to par the past few years, and I find brands like Orient are superior in the sub $1000 range by a fair margin, but to say that Seiko is "small" is just ignorant.
Thanks for the great technical content and being a fan of the less mainstream brands
Superb breakdown of the data Teddy! Appreciate your expertise and genuine desire to further our knowledge.
A great summary and analysis in just a few minutes, Teddy. Thank you very much.
Excellent summary of the report ,thanks for turning what is probably a dense jargon filled technical report into a coherent ,accessible presentation ,well done .
Such an interesting video Teddy! Thank you for sharing m. As always you don’t disappoint!!! Best 😊
Please do more content like this in the future, would be interesting to see how brands out of the Swiss production perform..., like Japan, Germany and England and even USA...
Thank you Teddy and team. I greatly appreciate this content. Keep up the good work.
Excellent insights👍🏽
maher as your fan. i noticed that you are a watch enthusiastic as well. could you make a video to showcase you watchs. i think i saw you wearing omega and jlc. and we want to see them in close. thank you my friend ♥️♥️
Didn’t expect to see you here 😂 Watching the covenant review 👍🏻
This was very helpful. Teddy has done a great job of informing us about all aspects of watches.I would be interested in a comparison to German and Japanese watches and perhaps watches from other countries. I have the impression China is very high in volume but hasn't gone after the high end. I wonder if that could change.
Yeah I agree man! I’ve always wondered if pistachios flavour is altered around Rolex’s
Informative as always Teddy. Thanks for this type of content
Great video Teddy, really like this kind of financial and statistical type of videos 👍🏽
Awesome video brother! Please do these every year. and if there are aspects of the report you didn't get to that you'd like to do vids on I would ABSOLUTELY watch it. LOVE this kind of information!! Take care ad God bless!!!
Teddy, you are awesome. I appreciate your professionalism, and your richly informative, crystalline style.
This vid is insane love it. Also can you do more rare watches and complex complications
I love these videos about industry stats. great video quality and a great host
I just watched your video and I absolutely loved it! I found your presentation to be incredibly informative and engaging. You did a great job of breaking down complex concepts into easy-to-understand terms. I also appreciated the humor and personal anecdotes that you sprinkled throughout the video. It made the content more relatable and enjoyable. You're one of the few KZheadrs who I can consistently count on to deliver high-quality content. Keep up the great work! "I outsourced this feedback to AI"
Great video. Even with these stats some pieces availability on your top 10 is almost nonexistent unless purchased in the grey market. I phased out of my Daytona and wanted to move on to something sophisticated, complicated, with history yet simple. Good lord, when the AD finds out I am from out-of-town, interest is lost fast. Since this is a want and not a need, I can always purchase in due time. Thanks for the information.
Very much appreciate the market analysis. It would be interesting to contrast the performance of the Swiss houses against the Japanese. I imagine the micro brands are still too small to be releasing meaningful sales figures annually, though that would be a welcome addition. And of course, the smart watch brands…
Love this breakdown, very informative. Love the Longines line of watches.
As a newcomer to this world, it’s great to have this context about the relative size and success of the leading brands. A lot of “big”’names competing for that last 8.5% of the market.
Blancpain (1735) and Vacheron Constantin (1755) certainly deserve recognition for being the world's oldest thriving watch brands!
Awesome, thank you for your work and enthusiasm for watches..... in particular mechanical watches!
Awesome video. I love this type of videos!!!. Thanks for the great content
Excellent job to you and the team for doing the extra on this video, Teddy. Really well executed on a visual level and helps a video over the numbers much more palatable and enjoyable for the audience. Well done, sir! Keep up the awesome work.
Very informal and interesting Teddy!!! Good stuff
You make a great job, thanks for the insights !
Keep producing content like this. It’s amazing. Good job
Nice technical report video! keep it up!
I be curious to see the comparison between the Swiss and other countries like Germany and Japan. Seeing Rolex and then the top three eclipse so many other brands just goes to show you how top heavy the watch industry truly is. People going after Royal oaks and nautiluses as well as other truly expensive pieces eclipse collectors like myself where my most expensive watch is probably worth 6K-8k (outside of my VC overseas which I got for my grandfather).
Great video Teddy, continue the great work! I would love to know where Seiko and Grand Seiko would stand in that ranking. I am guessing they are as big as some of those Swiss brands.
Can't get enough of your videos, keep 'em coming!!!
Love your content Teddy.. big fan!!
Great vid Teddy, good data analysis. very interesting to see
Great video hopefully yearly update of watch brands ranking
Thank you, Teddy... Wonderful and insightful video!
Excellent and very professional Teddy. I congratulate you. More videos like this.
Great and very well informing video! Speaks a lot. Whatever we think about swatch speedmaster it turned out it was smart move for Swatch and didn’t hurt the Omega! Other than that I am surprise there is no word of Brequet; meaning they didn’t done anything significant in that respect although they are great brand with amazing time pieces
Absolutely fantastic data analysis! Great Efforts can be easily seen in your presentation. 👍
ALWAYS interested in the business side of the Swiss and / or Japanese watch industry. Well done summary.
Nice. Pls keep us updated with industry info such as this. Maybe u can include consumers feedback or quality reports of top brands too.
Fantastic video, Teddy! Keep videos like this coming
Thank you for this very informative video. Well done.
Great video very informative
Great video! I would definitely watch a video going through the whole report!
I was expecting that the Swatch group to have a much larger piece of the pie considering how huge they are. Great video Teddy! Really interesting and refreshing content. Please more of this in the future.
Great to learn more about the business. Interesting to learn more about the developement of the brands. 👌🏻
Love all the nerdata ❤🔥🔥🔥 keep it coming
Great content! Thanks for sharing!
Thank you. Great report.
It is good to know those numbers. Thank you for this great video.
One of the more annoying trends in any hobby is when enthusiasts start to fancy themselves as market analysts - in my experience, nothing kills passion quicker than a discussion of market share. That said, the level of research and presentation in this video is a cut above and very welcome.
Very informative video. It provides lots of details of the industry.
love these insights!! next step: consumer insights :D (brand perception, satisfaction etc..)
thank you for this! love the insights!
Great info. Going to be be very interesting to see next years numbers.
Another exceptional and informative segment.
Excellent info Teddy - keep it up!
It would be very useful to tally the companies by units sold since the latter is an indication of brand visibility.
This video is different from the rest of your videos, but very interesting and I would love to see more analysis like this. Thanks.
Excellent insights on the World Of Watches.. WOW!
Top Video, really love seeing Tissot and Tag Heuer getting there recognition in market share
Beautiful presentation. How did you make the data visualization?
Very interesting. I was surprised at Rolex's continued strength...and happy as well since I have a few nice vintage ones. I was also disappointed that JLC was so far down the list. I wonder how these little companies survive consider the cost of having a boutique in Bevery Hills.
Thanks for this, Teddy. Is there a full copy of the report available online?
Teddy, first of all I’m huge fan of your channel. I’m about to buy my first Omega watch and can’t decide between the Speedmaster Professional Moonwatch and the Seamaster Diver 300, any advise?
Great video 👍🏾 and nice insight
This was great info!
good new contents - I like it - Thx Teddy - KUDOS!
Very interesting data. Many Tkanks! Could it be possible for you to produce a similar video but from german brands?
Great video. Would love a longer deep dive on the report
Very interesting. It also makes me glad I picked up a Tissot Gentleman.
Love the knit tie, much cleaner look then with the with the open collar.
Excellent content once again Teddy
Nicely Done! Thanks Teddy.
Excellent presentation. Thanks!
Love this content - do more
Tks for the video. Nice work. 👍
Brilliant report. Great insights here.
Thank you - love this!
Great content as always Teddy - would love to see an episode around the top 20 selling Swiss watch models
Oliver Muller of LuxeConsult (the author of the report) gives a 1 1/4 hour detailed interview on the 2023 report here. There is a bit more detail on model volumes but a lot of that model related data is withheld under confidentiality agreements. I should warn you it is slow going. kzhead.info/sun/eqhqg7unh3Nsd4U/bejne.html
Would love to do it. The challenge will be getting more exact figures on a unit basis. For private organizations it already is a challenge to estimate sales so narrowing that down more to models would be a tough task.
Rolex is the king, and Rolex sells more Datejusts than anything else. I saw an article at 1 point saying 27% of their watches sold are DJs. This means that the Datejust alone outsells almost all other brands
Great video teddy, it’s always confused me as to how Rolex has the brand reputation as being exclusive while being so obviously mass produced
Going down that route in 5 years tops every redneck will have a Rolex on his wrist. Some exclusivity…
That's a good question! After seeing the numbers, it makes sense why AP, Patek, and Richard Mille are seen as exclusive, but Rolex being seen as exclusive does not.
they feel exclusive because the demand still outweighs the mass production levels
Because Rolex ADs sell most SS models out the back door to grey market dealers who collude to artificially inflate market value.
Like diamonds. All marketing. Diamonds are not rare.
Very fascinating Teddy 👏👏
Super interesting, please keep doing videos like this.
Good informative video!
Cool video! Thanks Teddy
Thanks Teddy grew up outside Cleveland too
Great presentation and figures, also I can practice listening 👂
Awesome video! Very interesting!
Stunning details
thx for this video. to me, it's very interesting. so, go ahead with videos like that.
Very interesting and presented seriously 👍🏻👍🏻👍🏻 Andreas from munich
I look forward to this report each year as well. In particular, I like seeing the watch production estimates. Love them or hate them, Rolex is a beast!
Very nice research work Ted. Does these numbers help include secondary market?
Nice to see this type of data from time to time.
Great Researching on the business of watches by Teddy
Hallo teddy, very interesting to see how it works out in numbers. But I do have a question, for example, Richard mille sales are so high because every watch is so expansive but actually selling only a few watches. So that is like ,how shell I put it, it doesn't show me that this is such a great brand. But very interesting video,thank you as always, love from Switzerland.
teddy very intersting . i enjoyed your speach. best of luck to you and your company selling watches. im from ireland, do they sell micheal mille watches in ireland?
Very interesting! Thanks. 👏🏽
Thank you for the excellent 8nformative video. Now Im wondering how digital watches affecting the non? How many no longer wear or buy regular watches because of the digital once?