The success story of the Apple Watch is almost worthy of a movie. In 2017, Apple is said to have made more revenue from the popular smartwatch than the entire Swiss watch industry combined. And today?
The Apple Watch seems to be popular with young and old alike – hardly any Apple user wants to do without the popular smartwatch. Now Apple's computer watch is set to dominate the Swiss watch industry again. According to a new Strategy Analytics report, Apple is said to have sold around 31 million Apple Watch models in 2019 – according to the estimateFor comparison: the entire Swiss watch industry produces around 21 million units. Although Apple itself does not provide any concrete sales figures, estimates are still possible thanks to certain indicators - but one should still remain skeptical.
Apple Watch – The better product
The new analysis also confirms significant growth. While around 31 million Apple Watch models were delivered in 2019, according to the market research company, only 22.5 million units were delivered in 2018. Steven Waltzer of Strategy Analytics explains the whole thing as follows:
Traditional Swiss watchmakers like Swatch and Tissot are losing the smartwatch wars. Apple Watch delivers a better product through deeper retail channels and appeals to younger consumers who increasingly want digital wristwatches. The window for Swiss watch brands to make an impact in the smartwatch space is closing. Time may be running out for Swatch, Tissot, TAG Heuer and others.
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