Latest Business News & State of The Watch Market

with Oliver Muller

The Eighth Annual Swiss Watches report by Morgan Stanley and LuxeConsuilt is here. We invited Oliver Müller to break down the key events of the past 12 months and explore what’s next based on current watch market trends. The result? Our longest video ever—but we simply couldn't leave out this vital insight!

📉 Market Overview:

After the post-COVID boom, the market is finally taking a downturn. This shift was anticipated and, to some extent, inevitable—especially in the secondary market. However, the reality has hit harder than expected, particularly for brands that had pinned their hopes on Chinese consumers. Due to internal challenges, exports to Greater China dropped by 23% in value. Despite this market shift, the top four brands remain unchanged:  Rolex, Patek Philippe, Audemars Piguet, and Richard Mille. These privately owned watchmakers collectively captured an impressive 47% market share in 2024.

⏳ Watch the full video (over 2 hours of in-depth market insights!) and let us know your thoughts!

👂🏻 And listen to the whole episode as a Podcast

Spotify: https://open.spotify.com/show/0iVEAgQvC5WIvvHEpQCQWz

Apple: https://podcasts.apple.com/us/podcast/watchestv-podcast/id1648870460