Got a tip for us?
Let us know
Become a MacRumors Supporter for $50/year with no ads, ability to filter front page stories, and private forums.
Apple Watch Sales Estimated at 5.1 Million in Holiday Quarter, Swiss Watch Sales in Trouble
- Thread starter MacRumors
- Start date
- Sort by reaction score
This is an opinion without an iota of evidence to back it up. The fact is that the Swiss watch business went into decline at almost the exact same time the Apple Watch was released. I'll argue that 10-15 years from now your average consumer won't give a crap about classic timepieces and a "smartwatch" will be a regular "watch" to these people.
Last edited:
1) I always take my watch off at night anyway, it takes virtually no extra effort to drop it on the charger.
2) Yeah, I'd probably prefer that, but it's not much of an issue.
3) My apple watch is the smallest, slimmest watch I own. I'd actually prefer it to be a bit bigger.
So as you can see, while these might be issues for you, but they are not for everyone. I really like my apple watch, my only complaint is that occasionally there is some lagginess. That is what I would like to see fixed for version 2.
There's a robust steady demand for true Luxury Swiss Watches amongst successful wealthy people. Always has been and always will. Starting at $15,000 on up to the high end of the market, not to be confused with the very top of the market, is where hand crafted precision luxury Chronograph Models reside. Prices range from $50,000 to $120,000. This segment of the market has been growing steadily since 2001. Make no mistake, Apple isn't even relevant nor able to impact these fine timepieces.
Apple Watch is a nice product.
But to suggest that it's comparable to Luxury Swiss Watches is sheer lunacy.
Apple Watch is a nice product.
But to suggest that it's comparable to Luxury Swiss Watches is sheer lunacy.
Apple Watch all day for me.
[doublepost=1455852597][/doublepost]
Nope. They'll always be stupid.
I think Apple did a great job with the watch, and they are beautifully crafted. However, I'm reminded of this:
Honestly, they should be. I have had many expensive Swiss watches on my wrists over the years, but today sits an Apple Watch. Happily
Do you have sales figures to demonstrate this "robust steady demand"? The entire Swiss watch industry is in a decline...how relevant is this very particular niche segment that you speak of?
This sort of reminds me of the "every executive power user will always want a phone with a physical keyboard" stance that Blackberry once took. That worked out great for them.
Battery life is fine, display doesn't need to be always on, and it's not chunky.
The Apple Watch is second to none.
Owned the Apple Watch and returned it. Went back to just my high-end quartz watch.
I like quartz because they can tell time. Automatic watches all tend to lose time and it drives me nuts.
I liked the Apple Watch and loved the bands. Just wished the display could be on all of the time. For business the Apple Watch just missed a little of the jewelry look I want.
I think there will be a place for both for now. Not sure what happens when the younger generation grows older. That could be trouble for Swiss watches.
P.S. Yes it is hard to find higher-end quartz watches
I like quartz because they can tell time. Automatic watches all tend to lose time and it drives me nuts.
I liked the Apple Watch and loved the bands. Just wished the display could be on all of the time. For business the Apple Watch just missed a little of the jewelry look I want.
I think there will be a place for both for now. Not sure what happens when the younger generation grows older. That could be trouble for Swiss watches.
P.S. Yes it is hard to find higher-end quartz watches
Bugatti and Lamborghini still sell a few cars per annum (not many compared to Toyota/Lexus and Mercedes, etc.) That's the fragment of market where your portion of the Swiss Watch business will end up. With that low volume, a lot of Swiss watchmakers may end up out of work.
Yea, I was just wondering if I should get rid of my 30 mechanical watches, and forget about buying that Daytona
This. Classic/mechanical tends to fall under jewelry (with added functionality). I liked the look and feel of my 400-500ish swiss army watch. Sturdy yet classy...tells time and looks nice doing it.
I have no need for a smartwatch. Different needs different items really. I don't need an extension of my iphone. Times its with me...I can look at it. times its not, generally the times I don't feel the need to look at it.
Like when I go home the only people who I'd need notification from are there. Wife and son....I actually talk with them. Anyone else has been told if you want me call me. As well....phone goes on side of bed to sit untouched except to turn off the alarm I also use it for the next day lol.
Those that like smart watches...good for them. Classic mechanical for a variety of reasons are liked by others. No need to head to head mortal combat style this. I buy lots of things if head to headed with stuff apple provides in devices would lose out on sales volume (Quantity or money generated).
Your watch is timeless? Very sad! Are your pencils also pointless, your coffee groundless, your music baseless and your dessert fruitless?
Nothing says "I am a nouveau riche poseur/wannabee" quite like a fine piece of classic obsolete technology strapped to your wrist. Nothing else says "look at me, I've arrived" as well to other nouveau riche poseur/wannabees. Sure, you can show up in your luxury cars or elegant furs, but a truly fine precision chronometer shouts to the world that you can afford to squander fabulous amounts of money on things that outlived their usefulness decades ago.
[doublepost=1455857590][/doublepost]
OK, I have "none". Apparently, you come in second to me.
My gold 1962 Seamaster keeps excellent time too. I've worn it 2-3x since getting my Watch Sport last summer.
My buddy that has a Rolex collection hasn't felt compelled to wear any of them since getting his SS Watch (even when it was away getting a new sapphire crystal after dropping it).
Another buddy, also big time Rolex and Panerai collector, is holding out; I bet he will crack as soon as the Watch comes with a blood pressure measurement functionality!
[doublepost=1455858471][/doublepost]
The Swiss watch industry famously collapsed due to an inadequate response to the Quartz watch threat. The collapse caused broke independent brands to be scooped up and consolidated into a few groups (one being Swatch group) another being LVMH.
The resulting high/low market bifurcation strategy of selling premium timepieces as fashion jewelry and the low end to be covered by swatch type watches is what saved the industry.
About a year ago, I predicted that Apple would conquest about 1/4 of the Swiss watch market within 2 years. It would appear they are well on their way.
If you want interesting reading in the industry, Google Deloitte's Swiss Watch Industry report for 2015 (covers 2014 figures), and keep your eyes peeled for this years report, it will no doubt mention Apple Watch as a significant threat (smth that was not covered in earlier reports.$
Last edited:
Don't know where they got their numbers from. Tissot alone sold 22 million watches last year. Add another 10 by Rolex - and that's just two companies for you. And once again: the Swiss watch industry isn't in trouble because of the Apple Watch, but because the Chinese economy is slow. That'll change again in the future.
TAG, LoL. This brand lost legitimacy when it was bought in a fire sale by, a Saudi arms-dealer's, The Action Group, any was bastardized with TAG logo.
The Apple Watch is an interesting gadget with good overall quality, but styling wise it makes you look like an american nerd. You can't pretend to be elegant or classy wearing one, it's just not appropriated. It screams bad taste IMO. It comes to my mind the image of a fat man with a cheap hair cut, a pair of jeans and a short sleeve shirt both of the wrong size and cut, and some cheap looking black shoes with rubber sole. You can call him Phil Schiller.
Something else to consider is there is no link here potentially really.
Question for the apple watch owners: If there was no apple watched released last year, or ever....would you have bought a swiss based watch last year.
For apple to steal sales to threaten the swiss watch...there would have to be the condition if there was no apple watch that for real no BS the money spent would have gotten a swiss watch.
Except for the few who own both...I can hazard a guess this is not many. Just something to consider.
Swiss watch makers probably would not have a large part of these sales anyway. They lose sales yearly to other sources. A better head to head number tbh would be apple vs g-shock, timex, Seiko etc. these have been the more expensive swiss maker's "enemies" for years. Apple probably hurt this market more than the mid to high end swiss one. As these markets already claimed by and large the people who said why the hell would I pay 500 to thousands for a watch in the first place?
Apple maybe dangled the bait to get some to spend 300-500 for a watch finally. They may have taken sales from g-shock who took them from the swiss. We don't know. these aren't in the data. nor is a poll of the 5.1 million asking if you would have bought a watch this year if no apple one came out?
Question for the apple watch owners: If there was no apple watched released last year, or ever....would you have bought a swiss based watch last year.
For apple to steal sales to threaten the swiss watch...there would have to be the condition if there was no apple watch that for real no BS the money spent would have gotten a swiss watch.
Except for the few who own both...I can hazard a guess this is not many. Just something to consider.
Swiss watch makers probably would not have a large part of these sales anyway. They lose sales yearly to other sources. A better head to head number tbh would be apple vs g-shock, timex, Seiko etc. these have been the more expensive swiss maker's "enemies" for years. Apple probably hurt this market more than the mid to high end swiss one. As these markets already claimed by and large the people who said why the hell would I pay 500 to thousands for a watch in the first place?
Apple maybe dangled the bait to get some to spend 300-500 for a watch finally. They may have taken sales from g-shock who took them from the swiss. We don't know. these aren't in the data. nor is a poll of the 5.1 million asking if you would have bought a watch this year if no apple one came out?
Initially, I was very negative about the Apple Watch, but I got one for Christmas and my thinking has changed. If you have a large phone (e.g. iPhone 6 plus), the Apple watch is really a nice accessory because you don't need to take out your phone to read and reply to brief messages. Also, if your gym has wifi, you can leave the large phone in the locker, and just wear the Apple Watch to track activity and pick up notifications. It works great at my club, and after the holidays, I noticed a lot of Apple Watches at the gym. Finally, at home, I used to carry my phone around the house, but now I just wear my watch.
Admittedly, the watch is just a convenience and not a necessity....but, it is nice to have. It cost $300 (42 mm sports edition - BB xmas sale). If I keep it 4 years, that's $75 per year for the convenience....or less than the cost of buying a cappuccino and scone once per month.....so, not a big deal.
Admittedly, the watch is just a convenience and not a necessity....but, it is nice to have. It cost $300 (42 mm sports edition - BB xmas sale). If I keep it 4 years, that's $75 per year for the convenience....or less than the cost of buying a cappuccino and scone once per month.....so, not a big deal.