Story Highlight
– France ranks third in Swiss watch exports for February.
– Exports to France rose 47.4% to CHF 276 million.
– Manufacturers transit watches through France for efficiency reasons.
– U.S. leads global exports, valued at CHF 757 million.
– Overall Swiss watch exports up 2.8% year-to-date.
Full Story
France has experienced a significant surge in its ranking within the Swiss watch exports sector, maintaining an impressive third place for the second consecutive month in February 2026. This follows a surprising achievement in January, where France also claimed the third spot among all countries in terms of the value of Swiss watch exports.
In the first two months of the year, exports to France increased significantly by 47.4%, reaching a total value of CHF 276 million. This remarkable growth has allowed France to surpass traditional markets such as China, the United Kingdom, and Singapore, moving up from seventh place in 2025.
However, the Federation of the Swiss Watch Industry has provided a note of caution, suggesting that this trend may not accurately reflect an increase in France’s domestic market. “The trend is not explained by an increase in the domestic market and probably reflects transit via France to other destinations,” the Federation stated.
The rise in Swiss watch exports transiting through France indicates a shift in strategy among manufacturers, who are seeking to enhance operational and financial efficiencies. France’s position as a crucial logistics and distribution centre, supported by its extensive airports and shipping networks, enables brands to navigate the complexities of VAT and customs processes more effectively within the EU. This logistical advantage allows for smoother distribution across multiple European markets.
While these transit routes may complicate the comprehension of Swiss watch distribution on a global scale, they do not overshadow the dominance of the United States in the export arena. In the initial months of 2026, exports to the US reached CHF 757 million, marking a 5.3% increase compared to the same period last year, far outpacing Japan, which saw exports valued at CHF 299 million.
Hong Kong and China have experienced a slowdown in their exports, with declines of 1.5% and 3.2%, respectively, compared to January-February 2025. Meanwhile, the UK has enjoyed a modest increase of 2.4% in Swiss watch imports thus far in 2026.
Overall, Swiss watch manufacturers have a reason for optimism, as exports saw a 9.2% increase in February, offsetting a decline recorded in January. Cumulatively, exports have risen by 2.8% year-to-date, demonstrating resilience in this luxury market.
