Uncover the latest insights from Morgan Stanley and LuxeConsult's 2025 Swiss Watch Report, revealing a market dominated by Rolex and facing increasing polarization. The report highlights a contraction in the Swiss watch industry, with exports down 1.7% and a total retail value of CHF 49 billion. Key findings include a strong polarisation of the market, with the top 4 brands capturing over 50% of the overall Swiss watch market. The report also sheds light on the ultra-premiumisation of the market, where watches priced above CHF 50,000 accounted for 37% of export value and 89% of total growth in 2025. Despite a challenging geopolitical and economic environment, the 'Big 4' of the watch industry (Rolex, Audemars Piguet, Patek Philippe, and Richard Mille) remain relatively impervious to market changes. However, some brands, like Omega, are struggling, while high-end independent watchmakers continue to thrive. The report also introduces Christopher Ward as one of the few mid-range independent watchmakers to increase its value. Dive into the full report for more details and explore the evolving landscape of the Swiss watch industry.
