Watch customers are now opting for smartwatches instead of the traditional swiss watches, as a report stated that the Apple smartwatch became the best-selling watch in 2019.
The report compiled by Strategic Analytics estimated Apple’s shipping to be nearly 31 million units in 2019, a 36% jump from the previous year. The Switch Watch industry on the other hand, which has brands like Swatch and TAG Heuer, only shipped an estimated 21.1 million units, a 13% decline.
Are people ditching Swiss watches for Apple watches? According to Executive Director at Strategy Analytics, Neil Mawston, the analogue wristwatches are still popular among consumers but the older ones use it more. Younger buyers now opt for smartwatches and computerised wristwear.
Steven Waltzer said Swiss watchmakers are losing the smartwatch war because Apple watches are appealing more right now to the younger audience, who want digital wrist wears.
“Traditional Swiss watchmakers, like Swatch and Tissot, are losing the smartwatch wars. Apple Watch is delivering a better product through deeper retail channels and appealing to younger consumers who increasingly want digital wristwear. The window for Swiss watch brands to make an impact in smartwatches is closing.”
What you should know: Apple unveiled its first smartwatch in 2014. Six years on, it has become a major product for the company. Although it has been the market leader in the smartwatch category for many years now, this is the first full year the product surpassed its analogue competitor, Swiss.
This is due to the fact that the Apple Watch continues to improve and provide additional relevant functions for consumers of the brand. This, in turn, makes competing with Apple harder as the swiss watches do not evolve and introduce new features the way Apple does.