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Can Swiss Watches Compete on Value?

The price of Swiss watches has continued to rise, leaving watchmakers battling to bolster their value propositions amid a downturn in luxury spending.
Two Rolex watches
The price of Swiss watches has continued to rise, leaving watchmakers battling to bolster their value propositions amid a downturn in luxury spending. (Getty Images)
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BoF PROFESSIONAL

With the price of gold soaring, the Swiss franc still trading high and US tariffs looming, luxury watch companies are facing a growing problem: Watch prices keep rising. That consumers have become more price sensitive and value conscious amid a downturn in overall luxury spending and growing competition from rival luxury categories only compounds the issue. Can luxury watches still compete?

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Further Reading

Behind-the-Scenes at Watches and Wonders Geneva

CEOs of the Geneva watch fair’s organising foundation, LVMH’s watchmaking division, Piaget and Breitling sound off on the latest edition. Bulgari has entered the fold, but Breitling, Audemars Piguet and Swatch continued to snub the expo.

Can Breitling Revitalise Watchmaking’s Troubled Middle Market?

The Swiss brand revealed a new collection fronted by Austin Butler and priced from $5,600 — considered a competitive price point for watches with in-house mechanical movements — as well as relaunching the Gallet brand with watches to be priced from $3,300. The moves defy the industry’s recent focus on top-end launches.

About the author
Robin Swithinbank

Robin Swithinbank is a contributing writer at The Business of Fashion. Swithinbank is a London based journalist, editor, and speaker who specialises in luxury watches.

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