Archive · 6 Sep 2026
Swiss Watch Industry Pressured as Gen Z Rejects Status Symbols
Swiss watch companies are having a harder time selling as many watches as before.
Younger people often care less about famous status brands.
They may prefer products that feel exciting, different or emotionally meaningful.
Many young buyers also purchase used or older watches online.
This lets them avoid waiting lists and find models that are no longer made.
Very expensive brands still have many loyal collectors.
Middle-priced Swiss brands face more pressure.
Japanese and Chinese watchmakers are also competing for these customers.
Switzerland exported 14.6 million watches last year, down from 25.4 million in 2016.
Gen Z and young millennials increasingly prioritize excitement, emotion, discovery and individuality over status.
Ultra-luxury brands including Rolex, Patek Philippe and Cartier continue to attract collectors.
Mid-market Swiss watchmakers face pressure from resale platforms and changing purchasing habits.
Japanese and Chinese brands are expanding competition, especially in the mid-price segment.
- Who
- Swiss watchmakers, younger consumers, collectors, and competing Japanese and Chinese brands are involved.
- What
- The Swiss luxury watch industry is facing declining exports and changing consumer preferences among Gen Z and young millennials.
- When
- Switzerland exported 14.6 million watches last year, compared with 25.4 million in 2016.
- Where
- The pressure affects Swiss watchmakers, while Japanese and Chinese brands sell increasingly through global online channels.
- Why
- Younger buyers are placing less emphasis on status and Swiss-made prestige, while resale markets and Asian competition offer alternatives.
- Swiss watch exports last year
- 14.6 million watches
- Swiss watch exports in 2016
- 25.4 million watches
- Younger consumer priorities
- Excitement, emotion, discovery and individuality
- Resale market advantages
- Used and vintage watches can be bought immediately, including discontinued models
- Most resilient segment
- Ultra-luxury brands continue to benefit from collector interest and loyal followings
- Growing competition
- Japanese and Chinese brands, particularly in the mid-price segment