Apple Watch outsells entire Swiss watch industry by big margin

Apple Watch outsells entire Swiss watch industry by big margin


Apple Watch Series 5 California Face
Apple Watch shipments grew 36% YoY in 2019.
Photo: Ian Fuchs/Cult of Mac

A dramatic increase in Apple Watch sales in 2019 brought shipments up 36% year over year, according to a market research firm. The total of number of Apple wearables shipped last year was 45% higher than the entire Switch watch industry.

There were 30.7 million Apple watchOS wearables shipped throughout 2019, according to Strategy Analytics. That’s up from 22.5 million shipped 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,” said Neil Mawston, an analyst with this firm.

Apple itself doesn’t reveal how many wrist computers it sells. It doesn’t even break out revenue, combining these products with AirPods, HomePods and others. This leaves analysts the only source for numbers.

A new Apple Watch Series 3 starts at $199, while Apple Watch Series 5 starts at $399. If Strategy Analytics is correct about shipments last year, then Apple took in between roughly $4.5 billion and $9 billion from these wearables.

Apple Watch outstrips Switch watch industry

Mawston points out that the total of all wristwatches made in Switzerland and shipped globally in 2019 was 21.1 million, significantly less than the number of watchOS shipments.

“Traditional Swiss watch makers, like Swatch and Tissot, are losing the smartwatch wars,” said this analyst. “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 has long dominated sales in this product category, and IDC analysts predict that will go on for years to come.

Source: Strategy Analytics

More aboutApple


Daily round-ups or a weekly refresher, straight from Cult of Mac to your inbox.

  • The Weekender

    The week's best Apple news, reviews and how-tos from Cult of Mac, every Saturday morning. Our readers say: "Thank you guys for always posting cool stuff" -- Vaughn Nevins. "Very informative" -- Kenly Xavier.