Apple Watch outsold the entire Swiss watch industry – combined – in 2019. 31 million units of the wearable tech flew off the shelves as opposed to 21 million from the Swiss sector. That’s quite the feat.
Apple has even dipped its toe into the luxury watch sector. Partnerships with the likes of clothing icons Hermès shows that it has its eye on the more fashion-conscious consumer as well as those tech and fitness fanatics.
A lot of headlines suggested the luxury watch industry was done for. How could they compete with a firm that crushed the mobile phone industry with such efficiency? Is this the beginning of the end? Each clickbait headline was as doomsaying as the last.
So we asked a watch industry expert for their take on the situation.