Apple Watch outsold the entire Swiss watch industry last year

The Apple Watch outsold the entire Swiss watch industry last year, according to new analysis.

An estimated 31 million units of the tech giant’s smart watch were shipped worldwide in 2019 – 10 million more than the combined sales of classic brands.

Strategy Analytics, which compiled the figures, said luxury labels such as TAG Heuer and Swatch are losing the war against smart watches.

Swiss watch
Image:Analogue luxury watches are being spurned by consumers

While Apple Watch sales were up 36% over 2019, the Swiss watch industry suffered a 13% slump.

Apple doesn’t specify how much its smartwatch sales make up of its wearables, home and accessories category, but in total these products brought in sales of $24.5bn (£19bn) in 2019 – a 41% rise on the year before.

Mark Gibson

Graduates in Northwestern University, Evanston, Illinois 1990. Move to Los Angeles California in 2004. Specialized in Internet journalism.

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