Apple Watch vastly outsold the entire Swiss watch industry in 2019

According to the latest research from Strategy Analytics, Apple Watch outsold the entire Swiss watch industry by a huge margin in 2019. Apple Watch shipped 31 million units worldwide in 2019, compared with 21 million for all Swiss watch brands combined. Swiss companies, like Swatch, are rapidly losing smartwatch market share and, in fact, the smartwatch wars.

Apple Watch market share. Pictured: Apple Watch Series 5
Apple Watch Series 5 features the Always-On Retina display

Steven Waltzer, Senior Analyst at Strategy Analytics, said in a statement, “We estimate Apple Watch shipped 30.7 million units worldwide in 2019, growing a healthy 36 percent from 22.5 million in 2018. A blend of attractive design, user-friendly tech and sticky apps makes the Apple Watch wildly popular in North America, Western Europe and Asia.”

Neil Mawston, Executive Director at Strategy Analytics, added, “We estimate the entire Swiss watch industry together shipped 21.1 million units worldwide in 2019, falling 13 percent from 24.2 million in 2018. Analog wristwatches remain popular among older consumers, but younger buyers are tipping toward smartwatches and computerized wristwear.”

Steven Waltzer, Senior Analyst at Strategy Analytics, added, “Traditional Swiss watch makers, like Swatch and Tissot, are losing the smartwatch wars. Apple Watch is delivering a better product through deeper retail channels and appealing to younger consumers who increasingly want digital wristwear. The window for Swiss watch brands to make an impact in smartwatches is closing. Time may be running out for Swatch, Tissot, TAG Heuer, and others.”

Apple Watch outsold Swiss watch industry. Source: Strategy Analytics
Source: Strategy Analytics. 1 Numbers are rounded. The Swiss Watch Industry refers to all wristwatches made in Switzerland and shipped globally.

The full report, Apple Watch Outsells Entire Swiss Watch Industry in 2019, is published by the Strategy Analytics Wearable Device Ecosystems (WDE) service, details of which can be found here.

MacDailyNews Take: YKBAWID.

As we wrote last fall, Apple Watch’s domination is growing. 🙂

Oh, btw: The Apple Watch is going to flop.Mark Wilson, March 2, 2015

The Apple Watch is going to be a massive hit that sells millions upon millions of units.SteveJack, MacDailyNews, September 9, 2014


  1. The traditional watch industry will never go away because many people don’t want to look like cyborgs with identical parts. I recently bought an Omega, Seiko and a vintage Chronographe Suisse. They are beautiful and unique in a way the Apple Watch will never be, and it’s nice for a change not to be perpetually distracted by notifications buzzing your wrist.

    I’ve enjoyed my Gen 1 Apple Watch for almost 5 years, but once the battery finally fails (doubt it will last more than a year or two) I really don’t know if I’ll pony up another $500 for a new one. The “killer app” has always been notifications (besides the time, weather, workouts and alarms). Future generations will have to offer something special to make it worth the buy, otherwise there needs to be a price drop. The fact that my Omega will outlive me and probably my kids, makes it a compelling and functional objet d’art.

    1. There are also people who use and collect refillable pens. They look beautiful, feel wonderful in the hand, will last for several lifetimes and can make your handwriting look gorgeous, but while they used to be ubiquitous, few people still use them any more because most writing these days is done with keyboards, or to a much smaller extent with with ball point pens. Refillable pens are seldom used for general writing any more. I still use a refillable pen to write brief personal notes, or to sign letters written on my word processor, but the vast bulk of my writing is done on a keyboard and only occasionally printed to paper to be signed.

      The reality is that conventional watches, refillable pens and film cameras have become, or are fast becoming niche products or in some cases collectibles and curiosities. The demand for them has drastically diminished and although they were universally used just ten or twenty years ago, the availability of digital alternatives has disrupted or destroyed what was once a massive market.

      They won’t totally vanish, but they will no longer be mainstream products and the businesses which used to make them will have to adapt to the new reality.

Reader Feedback

This site uses Akismet to reduce spam. Learn how your comment data is processed.