Story Highlight
– Swiss watch exports to the USA fell 19.4% in August.
– Exports’ peaks affected other major markets like the UK.
– Year-to-date, US sales down 8.3% compared to 2025.
– Overall exports rose 1.7% with specific markets improving.
– Growth in August signals potential positive trends for 2026.
Full Story
The fluctuations observed in Swiss watch exports to the United States throughout the previous year continue to influence this year’s statistics in notable ways.
In August, exports to the US experienced a significant decline of 19.4%, despite the country maintaining its status as a leading market, evidenced by a 20% increase in same-store retail sales this year. This anomaly is largely attributed to artificially inflated export numbers from the previous year, when brands expedited shipments ahead of anticipated tariff increases, leading to a subsequent reduction in exports once higher tariffs were instituted.
These dramatic variations in exports to the US have also affected other significant markets. Notably, brands such as Rolex had to redistribute their inventory, which resulted in a substantial 46% increase in watch exports to the UK in August alone.
When examining the year-to-date figures, exports to the US are down 8.3% compared to the same period last year. In contrast, the UK has seen a 10.5% rise in exports, while China reports a 4.8% decrease and Hong Kong shows a modest increase of 2.7%.
Overall, Swiss watch exports have risen by 1.7% for the year up to August, with notable increases from India (+32%) and Mexico (+11%), alongside the UK.
Furthermore, the data reveals a positive trend: August alone saw a growth of 9.1%, which has contributed to a year-on-year increase in the twelve-month moving average for the first time in two years. This improvement suggests potential for a positive growth trajectory for the remainder of 2026.
The total value of Swiss watch exports surged by nearly 10%, with unit sales also rising by 9.5%. This growth was primarily driven by watches priced below CHF 200, which experienced a nearly 15% increase in unit sales.
In the category of watches priced over CHF 3,000, the value of exports increased by over 10%, although the number of units sold saw only a 2.6% rise. This pattern highlights a growing demand at the high end of the market, particularly for items exceeding CHF 50,000 in retail price, while the mid-market luxury sector continues to struggle.
