Skip to main content
BoF Logo

Agenda-setting intelligence, analysis and advice for the global fashion community.

Swiss Luxury Watch Market Succumbs to a Brutal China-Led Slump

The double-digit drop in sales seen in the latest results mark a stunning reversal of fortune for an industry that enjoyed an unprecedented sales boom during the pandemic-era.
Rolex watch with grey and black detailing, with a Rolex box behind.
The drop in watch sales and cuts in production are rippling through the industry in Switzerland. (Shutterstock)

Sales of Swiss-made luxury watches are in sharp retreat as nervous consumers reconsider splashing out on expensive timepieces and demand slumps in one of the industry’s key markets.

Please sign in to ensure you can read our agenda-setting intelligence, analysis and advice. Or get in touch at support@businessoffashion.com if you experience difficulties.

Further Reading
In This Article

© 2026 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions

More from Luxury
How rapid change is reshaping the tradition-soaked luxury sector in Europe and beyond.

Hermès ‘Game’ Leaves a Bad Taste

In this week’s High Margin luxury newsletter: A softening resale market for Birkin and Kelly bags poses questions for luxury powerhouse Hermès. Plus, a run on Chanel’s stores during Paris Fashion Week.


view more
Latest News & Analysis
Unrivalled, world class journalism across fashion, luxury and beauty industries.
VIEW MORE
Agenda-setting intelligence, analysis and advice for the global fashion community.
CONNECT WITH US ON