In 2019, apple watch sold more smart watches than the entire Swiss watch industry.According to a recent study by strategy analytics, a market consulting firm, apple watch sold 31 million units worldwide last year, compared with 21 million for all Swiss watch brands.
Analysts disagree on whether this means the Swiss watch industry will be in trouble. Some say the end of the Swiss watch industry is coming. But some point out that Swiss certified mechanical watches still generate more revenue than apple watches.
'It's a lot of fun,'said Steven Anderson, senior analyst at Strategy Analytics. "Apple Watch itself has become a status symbol and a strong contender for a mid-range Swiss watch," Steven Waltzer, the company's chief executive, said in an interview. AppleA large customer base means a small portion IPhoneWhen users are converted into Apple watch users, apple watch can achieve millions of sales. "
Apple watch keeps track of users' health and links to apps to check in online faster at places like cinemas or gyms. According to the Research Report of strategy analytics, apple watch attracts the younger generation, while pointer electronic watch is very popular among the elderly.
"People have embraced Apple Watch as a solution that combines technology with fashion," noted Carolina Milanesi, an analyst at Creative Strategies, a market research firm.
Milanesi said Apple's focus on health and fitness has positioned Apple watch differently from Swiss watches, which are positioned as jewelry and fashion accessories.
"However, compared with fashion and glamour, the health and fitness advocated by apple are more attractive to users, and these two values are exactly what we are pursuing today," she said. In the wearable device market, no one can find a better solution than apple. "
Apple watch's popularity also benefits from the iPhoneIPadand other Apple branded products to create a more powerful ecosystem. While Swiss watch companies also sell smartwatches, they run on Android ecosystems.
Still, analysts say that doesn't mean the end of the Swiss watch's status as a luxury, though it lags behind in the smartwatch competition.
"I don't think that's a comparison," said Vincent thielke, a research analyst at canalys, a market research firm. Shipments do not represent the whole situation. "
Tielke points out that the average price of Swiss watches ($1000) is about twice that of Apple watch, and that the Swiss watch industry outperformed Apple watch last year in terms of absolute revenue generated.
Just looking at sales doesn't tell the whole story. Apple Watch may need to be replaced more frequently than a Swiss watch to upgrade its technology and extend its battery life, all of which could boost Apple Watch sales, Mr Tilker said. Apple Watch could also attract new users who have never bought a Swiss watch, he added.
"Apple watch caters to a broader consumer audience, including young users and electronics enthusiasts," tilke said. For these people, they choose smart watches more for technical or health reasons than for the "timeless clock."
A symbol of identity
The Swiss watch's status as a status symbol is safe, given its luxury pricing, as well as alternative dials and designs, according to Omdia analyst Caulker. If Apple wants to improve the uniqueness or status of Apple Watch, the only way is to invest in a designer brand."
Ramon llamas, research director at IDC, a market research firm, said Swiss watches symbolized "luxury, status and wealth.".
"I doubt whether the fact that the Swiss watch sales are surpassed by Apple watch means the end of the Swiss watch's fate," he said. There will still be interest and demand for Swiss watches. In fact, many young users are still eager to have a Swiss watch one day. At the same time, today's smartwatches - yes, even the apple Watch - will be out of date in just a few years. "