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Swiss Watch Export Trends in 2025: A Comprehensive Overview

Yearly Export Declines

In 2025, the Swiss watch industry faced notable economic challenges, with annual exports decreasing by 1.7% in value, dropping to approximately CHF 24.4 billion compared to the previous year. This contraction is accompanied by a significant 4.8% reduction in volume, leading to around 14.6 million units exported. This marks the second consecutive year of export declines, following an unprecedented growth phase during the post-pandemic boom that saw demand and export figures reaching historic heights in 2022 and 2023.

Market Resilience

Interestingly, while the overall market struggled, the U.S. market demonstrated surprising resilience. Here, exports only slipped by 0.5% in value despite manufacturers passing on higher costs to consumers. Retailers found themselves grappling with diminished margins from various brands, yet the American market’s performance remained relatively stable.

Industry Analysis and Market Bifurcation

Diverging Market Segments

Analysts indicate that the latest data reflects a significant bifurcation within the Swiss watch market. This divide separates high-end, low-volume producers from mainstream brands that offer more accessible price points. Swiss bank Vontobel estimates that when excluding watches priced above CHF 20,000, the decline in export value was around 7% in 2025. This figure further escalates to a striking 15% decline over two years when ultra-high-end products are considered.

Prominent luxury brands, including Rolex and Cartier, have been central to maintaining aggregate figures amid declining trends. They symbolize a segment of the market that continues to thrive even as broader industry pressures mount.

Impact on Suppliers and Manufacturers

Jean-Philippe Bertschy, head of Swiss Equity Research at Vontobel, highlights the stark realities facing many brands and suppliers. He explains that while some continue to project an image of stability, a devastating impact is evident on a wide range of brands.

Moreover, Bertschy notes that this divergence has serious implications for the manufacturing base located primarily in the Jura and surrounding areas. Many component suppliers, assemblers, and small subcontractors are heavily reliant on producing for brands in the CHF 200–3,000 range. Unfortunately, these sectors have encountered disproportionately high pressures in volumes and order books, contributing to an increasingly volatile landscape.

The Role of AI legalese decoder

Given the complexities surrounding these market dynamics, businesses in the Swiss watch industry may benefit significantly from tools like the AI legalese decoder. This innovative technology helps organizations better understand legal and regulatory documents, which can be critical in navigating potential contract disputes, compliance issues, and partnerships with retailers.

By utilizing the AI legalese decoder, stakeholders can streamline their operational processes, ensuring clarity in contractual obligations and enhancing their strategic decisions in a competitive environment. As market pressures increase, having access to precise interpretations of legal jargon can empower workers and management alike to make better-informed decisions that could ultimately aid in weathering the market’s current challenges.

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