In 2019, the Apple Watch outstrips Swiss watches with a distance of nearly 10 million units sold

Based on Strategy Analytics, the Apple Watch is not only the best-selling smartwatch in the world in 2019, but also surpasses the entire traditional watch industry in Switzerland. More specifically, Strategy Analytics estimates that Apple Watch shipments last year reached 31 million units, an increase of 36% compared to 2018. At the same time, the distribution of Swiss watch industry (including companies like Swatch or Tag Heueur) were down 13%, to only 21.1 million units. Thus, in terms of product sales Apple Watch is surpassing Swiss watches to 10 million units.

The above data is provided by Strategy Analytics based on data provided by retail partners. Neil Mawston, director of the company, said: “Analog watches are still preferred by older consumers, but younger buyers are leaning towards smartwatches and more digital wristwatches.”

Strategy Analytics analyst Steven Waltzer said: “Traditional Swiss watch brands like Swatch and Tissot are losing the smartwatch battle. Apple is distributing a better product through a sales network. It is becoming more and more extensive and appealing to younger users who increasingly crave digital watches. The opportunity for Swiss brands to influence the smartwatch market is shrinking. ”

Tim Cook showed off Apple Watch surpassing Rolex in sales from the second quarter of 2017.

For years, Apple has consistently dominated the smartwatch market, outstripping rivals such as Samsung and Huawei. While Apple Watch sales have surpassed Swiss watches since the second quarter of 2017, this is the first time the annual sales of Apple watches have surpassed traditional rivals.