Demand for Swiss watches continues to expand at a rapid rate. Buyers across the globe are looking for high-quality timepieces that serve as fashion accessories while also projecting status.
Data reveal that there was an 11.7% rise in exports during September alone, representing the fourth month in a row in which the total value of watch exports increased, according to the Federation of the Swiss Watch Industry.
Interestingly, though, there was one wrinkle: shipments to the United Kingdom fell by 5.2%, a change the federation attributes to an unfavourable comparison with last year. As trading patterns change before Christmas, this development may be worrying some British retailers, but it could be a boon for consumers looking to differentiate themselves from everybody else.
A Stronger Month
September exports from Switzerland by Swiss watchmakers were surprisingly strong. Exports reached CHF 2.23 billion, with the total now standing at CHF 19.5 billion for the year up to the latest figures measured. September’s exports came to around 1.4 million high-quality wristwatches, a 19.9% rise over 2025.
Interestingly, though, the figures released by the Federation of the Swiss Watch Industry don’t refer exclusively to end consumers of watches. Instead, they purely refer to the number of exports, which means there could still be high levels of inventory sitting at foreign retailers, ready to shift.
Exports to the United States rose by an eye-watering 85.7% in September, totalling CHF 292.9 million. The US market has become a major partner for Swiss watchmakers, although the federation puts this rise down to a favourable base effect.
Interestingly, the comparison month followed the 39% American tariff introduced on Swiss goods in August 2025, while the rate has since been cut by more than half. Compared with September 2024, before the tariff, shipments to the US are still 17.5% lower.
The export market in France recorded a similar rise of 128.2%. According to the Federation of the Swiss Watch Industry, this increase may well reflect trade flows being reallocated between markets.
Britain’s Fall from the Market
The figures do not paint a rosy picture of the situation in Britain. While Swiss watchmakers generated over CHF 164.3 million by exporting to the country this September, that is down from CHF 173.3 million in the same period in 2025. The federation attributes the decline to an unfavourable base effect, and the September figure is still 9.2% above the same month in 2024.
The wider British retail picture is less comfortable. According to the UK’s Office for National Statistics, retail sales volumes fell by 0.4% in September, only 0.8% higher than 2025 sales numbers. Sales volumes at non-food stores also fell by 0.4%.
One online shop for people who love watches said the following about the situation:
“Trading conditions in Britain have been challenging, and fewer consumers are looking to make high-value purchases in the run-up to the festive season. Even so, those who do spend the cash will find themselves in a rarefied group of consumers able to enjoy premium watches and jewellery in the latter part of 2026. It’s still exciting to see Switzerland expanding its watch export market and finding new opportunities to make sales through partner retailers.”
It’s not just the premium market, though, that is experiencing difficulties in Britain. Sports equipment, footwear, and clothing are also reporting weak sales as customers cut back to meet the cost of living crisis and businesses experience lower footfall, especially in retail zones. Increases in sales volumes mainly come from fuel and food stores instead of discretionary categories, which is a substantial worry for the industry in the country. Many retailers are seeking to diversify internationally and find wealthier markets that aren’t bogged down by regulation and government policy.
Sharper Growth Is at the Lower End
The figures also reveal that the quickest growth in watch exports is coming from the lower end. Watches with an export value of CHF 3,000 or more grew by 9.9% in value, while watches below CHF 500 grew by 39.5% in value. The even less expensive watches between CHF 200 and CHF 500 were up 52.1% in value and by over 50% in terms of the number of units sold.
The material choice for watches reflects the market’s preference for budget or value alternatives to conventional high-cost timepieces. For example, demand for steel watches was up 21.5% in units, while demand for precious metal watches only rose by 1.3% in value. More consumers are looking for budget-friendly options that allow them to wear top Swiss brands without draining their bank accounts.
Despite the industry catering to these new preferences, consumers are behaving in a more fickle manner. Previously, watchmakers could assume that clients would stay with them long term and buy several watches from them over the course of a lifetime, but new information suggests that’s no longer strictly the case. More than 70% of customers who have stepped away from luxury intend to buy again, though not necessarily from the same brands, while others are happy to move fluidly between watchmakers in the same category.
Sales Surrounding Watches
The same shop suggests that some spending is also being diverted into sales surrounding watches.
“There’s been a significant demand for accessories that go with watches, such as boxes, stands, straps, and winders. People really want to celebrate the purchase of their new timepieces and keep them in good condition. They don’t want them simply sitting in a drawer somewhere, out of the way, potentially getting knocked about.”
“We found that many people ask practical questions about the watches they purchase. For example, they want to know whether quartz watches need winders or whether they should keep precious metal watches on stands. A lot of our inquiries are along these lines, and we’re more than happy to answer them.”
Given the dip in September, retailers are now waiting until the middle of November to see October’s figures and whether the UK market has recovered. Meanwhile, opportunities abound for selling on the continent and particularly in the US, where the number of wealthy individuals looking to purchase high-value timepieces is exploding. The country is minting new millionaires regularly.
