Swiss watch exports surged to a historic peak in 2025, surpassing previous records despite ongoing economic fluctuations. According to the latest report from the Federation of the Swiss Watch Industry (FH), global sales reached $38 billion, marking an 11.4% increase from the previous year. The U.S. solidified its position as the leading market, while China and Hong Kong faced continued challenges.
The industry’s recovery from pandemic-era declines has been driven by strong demand in Western markets, particularly the U.S., where sales grew by 26%. Meanwhile, China’s prolonged economic adjustments and reduced luxury spending contributed to a 13.6% drop in imports. Hong Kong, once a dominant hub for Swiss timepieces, saw a further 10% decline, continuing an eight-year downward trend.
Shifting Consumer Preferences Drive Revenue Growth
Despite stable unit sales, the overall value of Swiss watch exports rose significantly, reflecting a shift toward higher-end models. Precious metal watches saw a 30% increase in demand, while steel models declined by 8%. Mechanical watches, though fewer in number, contributed to revenue growth with an 11.5% rise in value.
The most notable trend was the surge in luxury timepieces priced above 3,000 Swiss francs, which grew by 15.6%. In contrast, mid-range watches (200-500 francs) experienced a 25% decline, signaling a clear preference for exclusivity over affordability.
Regional Markets Reflect Divergent Trends
Europe and the Americas remained strong performers, with the U.K. and Japan posting growth rates of 21.5% and 20%, respectively. Singapore emerged as a key player in Asia, with a 26.4% increase in imports. However, the broader Asian market presented a mixed picture, with China’s sluggish recovery offsetting gains elsewhere.
Industry analysts attribute the resilience of Swiss watchmaking to its ability to adapt to changing consumer behaviors. While economic uncertainties persist, the focus on high-value craftsmanship has ensured sustained profitability. As global markets continue to evolve, Switzerland’s luxury watch sector appears well-positioned to maintain its dominance.
