The Breitling Watch Source Forums

World production of watches was 1.2 billion units for 2010. Of those, China was the biggest producer with 671 million pieces, followed by Hong Kong with 419 million pieces. Switzerland was far behind with 26.1 million pieces or 2% of total production. However, those 2% represent the 53% of the total value of the watches produced or $15.8 billion. The Hong Kong production represents $7.5 billion and the Chinese $3.1 billion. That means that 95% of watches of a value of over $1'000 are "Swiss made". The mean price of a Chinese watch is $2 whereas it is $558 for a Swiss one.

So, who buys the "Swiss made" watches? Well, Hong Kong is #1 with $3.2 billion (19.7%), even though most are "re-exported". The US is # 2 with $1.7 billion (10.4%), in spite of a 38% drop in 2009. France is # 3 (7.2%) with China a close #4 (6.8%). However, not surprisingly, Asia (+35%) and China (+57%) enjoyed the biggest boom with the mean price being $800 for China.

Swiss exports achieved a 67% raise between 2003 and 2008. The 2009 drop was soon forgotten as 2010 achieved 2007 levels of exports. It is interesting to note that 18.9% of the production were mechanical watches but they represented 72.1% of the value. That means that a whopping 81.1% were quartz, of which 12 million were Swatch watches.

The three major actors still are the Swatch Group, Rolex and Richemont (46.8% of the market) with LVMH being the #4. It is interesting to point out though that watches represent only 7% of LVMH's turnover while it represents 100% of Rolex's, 85% of Swatch's and 48% of Richemont's. Also, the % held by the Japanese majors (Citizen, Seiko, Casio) has dropped from 14.7 to 10.7 in only the last two years.

Finally, some sale numbers (in mio):

Rolex: 4'400
Cartier: 1'800
Omega:1'750
Patek: 970
TAG: 760
Swatch (watches not the Group): 710
Tissot: 640
Longines: 570
AP: 565
Breguet: 550

Info from g Magasine. No mention of Breitling though

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- This is Ghost Rider requesting a fly-by. - Negative Ghost Rider. The pattern is full.

Thats very intersting. The most staggering stat is the 1.2 billion units for 2010. I am still trying to get my head round that. Just imaging how many bad watches there are out there, and how many get thrown away every day in the world?

I need a lay down & a cup of Tea!

Regards

Jim

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Jim

"You have Control".