U.S. wristwatch sales post biggest drop in seven years after Apple Watch debut

“U.S. watch sales fell the most in seven years in June, one of the first signs Apple Inc.’s watch is eroding demand for traditional timepieces,” Thomas Mulier reports for Bloomberg. “The 14 percent decline in unit sales was the largest since 2008, according to Fred Levin, head of market researcher IDC’s luxury division. ‘The Apple Watch is going to gain a significant amount of penetration,’ he said Thursday in a phone interview.”

“The market for watches that cost less than $1,000 is most at risk, as consumers in that price range have indicated they’re the most likely to buy an Apple Watch, Levin said,” Mulier reports. “Sales of watches costing between $50 and $999 registered drops in June, the biggest being a 24 percent decline in timepieces from $100 to $149.99, according to NPD’s data.”

“Apple Inc.’s refusal to say how many smartwatches it has sold has investors and analysts relying on guesswork to estimate sales,” Mulier reports. “Harder yet is gauging the impact on the $50 billion Swiss watch market. Elmar Mock, one of the inventors of the Swatch, said in March that Apple may cause an ‘ice age’ for the four-century-old industry.”

Read more in the full article here.

MacDailyNews Take: Disruption.

The Apple Watch is going to flop… The Apple Watch is Jonathan Ive’s Newton… Apple may have built out the watch to satisfy the urges of a designer who has become more obsessed with Bentleys and Rolexes than making attractive, functional technology that will actually make life better for the 99%… The Newton, Apple’s original, failed tablet, didn’t sell because tablet technology wasn’t polished, and we didn’t have the wireless networking infrastructure to make its experience particularly meaningful. Sound familiar? — Mark Wilson, March 2, 2015

Once people start using Apple Watch, they aren’t going to want to leave it at home. Ever. And that’s bad, bad news for watchmakers not named Apple.MacDailyNews Take, April 16, 2015

The stupidwatches currently on the market were rendered even more anachronistic dead ends today. If you have one of these wastes of time: Sell it. Get as much as you can for that piece of junk, make room on your wrist, and get ready for the world’s first real smartwatch: Apple Watch. Along with many millions of people, you are going to want an Apple Watch. All you have to do it touch it and see even a glimpse of what it can do and you’ll be sold… The Apple Watch is going to be a massive hit that sells millions upon millions of units.SteveJack, MacDailyNews, September 9, 2014

A convert’s Apple Watch diary: Three months in, a skeptic no longer – July 31, 2015
Apple Watch dominates smartwatches with 75% market share – July 28, 2015
The Apple Watch reviewed, 3 months on – July 24, 2015
Apple Watch after 3 months: It’s still personal – July 24, 2015
Apple Watch: A brilliant addition to my life – July 24, 2015
Juniper Research: Apple is world’s #1 smartwatch maker – July 23, 2015
Canalys: Apple ships 4.2 million Apple Watches in Q2 to become world’s top wearables vendor – July 21, 2015
Apple Watch satisfaction is unprecedented at 97%; beats original iPhone and iPad – July 20, 2015
Non-techies love their Apple Watches even more than tech users – July 20, 2015
Apple Watch is Apple’s most successful product debut ever – June 1, 2015
Apple Watch Edition is poised to disrupt the classic Swiss watch – April 16, 2015
Apple Watch, the world’s first real smart watch, will be a massive hit – September 9, 2014


    1. Really makes you wonder what data the analysts look at to draw their conclusions regarding the success/failure of the Apple Watch. Oh, wait, no data required from the clairvoiant….

  1. There will be more and more adopters, especially as the OS improves and third party apps developed with Apple Watch in mind increase in numbers. For example, I just installed MS Translator. Another use of Apple Watch I had not thought of. Cool!!

  2. Overall sales were down, or just the under $1000? Whiile smart watches may be effecting the low end, I really don’t think a Tag Heuer, IWC, Rolex or Patek Philippe buyer/collector would be slowed by hardware that will be obsolete in a few years.

    If one has the money for a Rolex, they probably would buy the Apple Watch in addition to the Rolex if only for collector’s purposes.

    1. “If one has the money for a Rolex, they probably would buy the Apple Watch in addition to the Rolex if only for collector’s purposes.”

      Or, if you buy an Watch and if you are like me or my wife, you seldom wear any of your Rolexes.

      BTW, when the Watch was announced I contacted Rolex watch dealers to see how much I could get for my collection. It is astonishing how little they are really worth.

    2. The Fate of Swiss Luxury Watches-Becoming Antique

      Those who value the luxury, status, and prestige of expensive Swiss watches, timepieces, and Certified Chronometers are a dying breed; literally. Those that grew-up with mechanical watches are those that value them most.

      When it comes time to pass on a heritage timepiece to someone accustomed to the daily usefulness of an watch, what will happen?

      I expect the timepiece will be looked upon with a certain awe given to antiques of superb craftsmanship that still function. I also expect, that except on rare occasions it will go unworn and unused. Like an antique Model T Ford driven only in parades.

      I expect the heritage watch will end up in a jewelry box or drawer, or perhaps a special display place on a mantle or shelf.

      watches were designed, styled, and fashioned such that people want to wear them. Technology on your wrist that won’t embarrass and brand you as a tech nerd. Watch Sport for everyday wear, Watch for business, or as dress watch, Watch Edition worn for status and prestige. watches, useful fashion beyond timekeeping.

      The watch is in a class by itself. The watch is a computer, communications device, and an iPhone complimentary device. “Watch” gives people a familiar frame of reference. Maybe in the future Apple will rename it.
      Presently iPhones are being passed down to family members as newer models are purchased. I see no reason why this trend will not continue with the watch. Doing this extends the effective useful life of the watch. I don’t see the watch being passed on to others as a “heritage” watch, however, the expected life of solid state circuitry is about 1,000,000 hours. 🖖😀⌚️

  3. people who work with their hands, or in environments where phones are not practical, are getting Apple Watches.

    the past couple weeks I have spotted barbers, hairstylists, florists, greenhouse workers, gymnastics camp leader, livery drivery, daycare, carpenters, chefs, line cooks, construction workers, waiters and a maitre d with Apple Watches

  4. Like the apple watch had a direct effect. I don’t think so, most people don’t wear watches due to the fact that everyone is walking around with a phone on them. The watch is novel. Mainly worn for the same reason one wears a ring or necklace. Jewelry.

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