Switzerland exported 29 million wristwatches in 2012 and earns more from watches today. How many wristwatches did it export in 2025?

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In 2025 Switzerland exported 14.6 million wristwatches, half its 2012 total, yet the industry earned about 20% more. The cheap watch is what took the hit. Sub-200-franc models began falling the year the Apple Watch launched, while watches over 3,000 francs now carry most of the value. At that level a watch is jewelry, and a phone does not replace jewelry.

Switzerland exported 14.6 million wristwatches in 2025, half what it shipped in 2012, and made more money doing it.

Source: Federation of the Swiss Watch Industry FH · checked Jan 2026