Apple doesn’t break down its Apple Watch sales, so we don’t really know how many it has been selling beyond the company telling us that its wearables business is doing well. That’s why we rely on analysts, with Strategy Analytics being just one. The company is out with a new report in which it claims that Apple sold almost 31 million Apple Watches in 2019.
That number is an increase over the 22.5 million that were shipped in 2018, according to the report. That’s clearly good news for Apple and everyone hoping that the Apple Watch has more resources plowed into it. But what’s more interesting is the next claim by Strategy Analytics – Apple Watch outsold the entire Swiss watch industry, too.
According to the report the likes of Swatch, Tissot, and co all sold a combined 21.1 million units in 2019. That’s a reduction on the 24.2 million claimed for 2018. So while Apple Watch grows, the Swiss watch industry contracts.
That, apparently, is because Swiss companies have been late to make something that appeals to a younger audience.
Traditional Swiss watch makers, 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. Time may be running out for Swatch, Tissot, TAG Heuer, and others.
As mentioned earlier, seeing as Apple doesn’t tell us how many units it sold, we’re left hoping these figures are correct. But even if they’re off by a little, they still make for interesting reading, so long as you aren’t making Swiss watches, of course.
(Source: Strategy Analytics)
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