The Apple Watch outsold the entire Swiss watch industry in 2019. The Apple Watch sold 31 million units worldwide, while all Swiss watch brands combined sold 21 million units, according to research.
"People have accepted the Apple Watch as a solution that brings tech and fashion together," said Carolina Milanesi, a tech analyst at research firm Creative Strategies. Milanesi noted that Apple watches emphasize health and fitness while the Swiss watches are marketed as jewelry and fashion accessories. The company also benefits from its greater ecosystem of iPhone, iPad and other Apple-branded products.
Vincent Thielke, a research analyst at market research firm Canalys, pointed out that Swiss watches are about twice as expensive as Apple watches on average. So in terms of absolute US dollars generated, the Swiss watch industry outperformed Apple Watch last year. "Apple Watches have a much broader consumer base, including young customers and gadget lovers," said Thielke. "For these groups, it may be more important to adopt a smartwatch for technological or health reasons rather than because of an appreciation for timeless timepieces.'"
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