Swiss watch exports recorded a steep decline in March as demand in China and Hong Kong dipped below that of four years ago, during the height of the pandemic.
Shipments of timepieces slid 16% to CHF 2 billion ($2.2 billion) for the month, the Federation of the Swiss Watch Industry reported Thursday. The downturn followed a 3.8% fall in February, the first drop in more than two years, as appetite began to falter in Asia.
“Swiss watch exports recorded a sharp decline in March,” the federation noted. “China and Hong Kong accounted for a particularly high proportion of the trend. China suffered a decline…dropping to a level below that of March 2020, when the sector practically came to a halt in the middle of the month because of the Covid-19 pandemic. Hong Kong…saw a similar change.”
Supply to the US fell 7% to CHF 340.5 million ($374.5 million). In China, the federation’s second-largest market, shipments plunged 42% to CHF 150.2 million ($165.2 million), and in Hong Kong they plummeted 44% to CHF 148.1 million ($162.9 million). In Japan exports saw a 3.5% drop, while they slipped 3.6% in the United Arab Emirates (UAE). Decreases of 15% in Singapore, 13% in the UK and Germany, and 12% in France were closer to the global average, the federation explained.
Timepieces at each price point noted decreases. Watches that cost less than CHF 200 ($220) fell 19%, as did those priced between CHF 200 and CHF 500 ($550). Watches valued at CHF 500 to CHF 3,000 ($3,300) slid 38%, while those worth over CHF 3,000 decreased 10%.
For the first quarter of the year, exports went down 6% to CHF 6.08 billion ($6.69 billion).
Royal Oak Selfwinding 34 and Royal Oak Selfwinding 37, both available in 18k white gold or 18k pink gold and both entirely set with brilliant-cut diamonds ranging from 0.5mm to 2.2mm in diameter. The 34mm versions have 2,255 brilliant-cut diamonds (approximately 6.6 carats) whereas the 37mm models include 2,123 brilliant-cut diamonds (approximately 7.2 carats), spread across the case, crown, bezel, dial, and bracelet. What’s more, the dials of all four pieces are also home to 13 baguette-cut diamond hour markers.
Snow setting is the method of taking different-sized diamonds to create an irregular, yet cohesive, pattern. Think different-shaped snowflakes all coming together to cover the ground in glorious bright white. It sounds simple in theory, but managing to blanket a surface with a mosaic of diamonds in varying sizes is no easy feat. However, when done right, it results in a dramatic display that, if I may argue, is more visually interesting than uniformly diamond-paved surfaces. To be clear, this isn’t the first time Audemars Piguet has used snow-set diamonds — the 2015 Diamond Punk and 2017 Diamond Outrage high jewelry pieces already showcased the arduous technique. However, these are the first Royal Oaks to get this dazzling treatment.
Pre-owned timepieces are beating jewelry at auction and outselling hard-to-get newer models.
The pre-owned watch market is having a banner year. The five top auction houses for the category — Phillips, Sotheby’s, Christie’s, Antiquorum and Bonhams — finished 2021 with a combined total of CHF 634 million ($646 million) in watch sales, according to The Mercury Project, a study by auction-focused consulting firm Hammertrack. In the first half of 2022, the five houses sold CHF 379 million ($386 million) worth of watches — 47% more year on year than 2021 and 133% more than the first half of 2019.
This year is likely to set a new record, surpassing the $900 million mark, the study says — and that doesn’t include sales by non-auction dealers. Secondhand-timepiece vendor WatchBox, for example, posted sales of $310 million in 2021. Its tally for the first half of 2022 was $200 million, and the projected figure for the full year is $400 million.
A collector’s market The boom is partly due to organic growth from a steadily burgeoning community of collectors with no qualms about buying pre-owned watches. Over the past five years, online resale platforms for luxury timepieces have evolved from bulletin-board-style marketplaces run by largely anonymous sellers, to organized professional dealers who own, authenticate, restore and service their inventory. And the scale of that inventory has exploded: A 2021 study by McKinsey & Company valued the secondhand watch market at $18 billion in 2019, predicting a jump to $32 billion by 2025.
In fact, watches now outpace jewelry at auction: Auction sales of pre-owned jewelry rose 55% in 2021, while watch sales doubled, according to Hammertrack. In 2022’s first half, jewelry sales were up only 8% year on year against watches’ 47%.
The other main factor driving the boom in pre-owned timepieces is the shrinking number of new ones at retail. Brands are producing fewer watches, mainly offering limited editions at premium prices, and that puts many new models beyond the reach of most collectors. Hot commodities like the Rolex Daytona are obtainable only through waiting lists, which can be decades long. In contrast, a buyer could get a nice secondhand Rolex Daytona or other coveted model right now, online or at auction.
Outrageous prices The Rolex Daytona and Patek Philippe Nautilus are prime examples of how some watches have become commoditized. Patek discontinued the Nautilus Ref. 5711-1A with blue dial in 2021 — partly because it was overshadowing the rest of Patek’s collection, including the company’s elite complications, and partly because the hype was elevating prices to absurd levels, many times beyond retail. While the Daytona is still in production, it has been selling for up to five times its retail price, which makes it ripe for speculators.
That said, the Daytona and the Nautilus are exceptions, and over the past year, prices for these models have retreated from the all-time highs they reached in early spring 2022.
Some dealers welcome the correction.
“It’s been a wild ride the last few years, and I, for one, am looking forward to the watch market getting back to normal,” says Ken DeVaul, director of timepiece operations for retailer International Diamond Center (IDC) in Clearwater, Florida. “I got tired of talking about watches through the financial-commodity lens of resale value. I got into this business because I really enjoy watches, not because it outpaced the stock market.”
The era when a “few flippers” could buy a watch at list price “and make an easy $20,000 or more by selling to us dealers is pretty much over,” he continues. “In fact, all Rolex sports models have come down in price over the past year, inching back to [the manufacturer suggested retail price (MSRP)], where they typically lived in the past.”
Dealer Eric Wind of Florida-based Wind Vintage describes “the pre-owned hysteria” as “not much different than people paying crazy amounts for cryptocurrencies and non-fungible tokens (NFTs). The speculators were mainly active in the primary retail market, and they aren’t true collectors. The real collectors are in the vintage and independent markets.” His advice to consumers: “I personally would not recommend paying huge premiums over retail price for modern, currently produced watches right now. I am not bullish [about the value of goods on the secondary market].”
Steel and small brands The Daytona and Nautilus hype may have subsided, but it’s left its mark: a lingering preference for stainless steel sports watches.
“Steel sports models have been super popular for several years now,” says Leigh Zagoory, a watch specialist at Sotheby’s. “But trends are cyclical, and true collectors covet watches for different qualities. They’re looking for more rare examples of specific models, and those vintage pieces can only be sourced on the secondary market.”
The recent surge also shed some light on a hitherto more niche corner of the pre-owned market: independents and smaller brands. More collectors are discovering these watchmakers’ superior technical prowess and craftsmanship, especially compared to the hype models. As a result, interest in brands that were almost unheard of 10 years ago is soaring.
The top 10 watch brands that sold at auction in 2021 were a mix of established elite and smaller independents, according to the Mercury Project study. Patek Philippe was the clear leader, with 378 lots netting a total of CHF 338.8 million ($350.8 million). Next came Audemars Piguet, Rolex, F.P. Journe, A. Lange & Söhne, Richard Mille, Cartier, Greubel Forsey, Omega, and Vacheron Constantin.
Uptick in demand Bidders are interested in rare, top-quality watches, especially those with private-collection provenance, and they’re still willing to pay top dollar. Last year at auction, 29 lots surpassed the $1 million mark — a result that would have been rare 10 years ago. Phillips, Christie’s and Sotheby’s saw record sales in 2021. Among the auction houses, Phillips in Association with Bacs & Russo is leading the pack with a 33% market share, followed by Christie’s, Sotheby’s, Antiquorum and Bonhams.
“Over the last number of years, everything was seemingly on fire, with unprecedented demand across the board for both the primary and secondary markets,” says WatchBox CEO Justin Reis. “But we have witnessed a substantial increase in activity across the $50,000 to $100,000-plus spectrum. Consumer interest has markedly increased for high-end independent brands, with no signs of a forthcoming slowdown.”
Paul Boutros, head of watches for the Americas at Phillips, has found that “demand continues to be extremely strong for rare, best-quality collectors’ watches — especially in vintage and independents. For modern-production watches, prices achieved in our spring 2022 auction season were in line with the results we saw a year earlier.” Indeed, he adds, “those prices were more realistic than the peaks seen on the secondary market in early 2022 — though still significantly above retail in most cases.”
For dealers, the only downside of the surging secondhand market is keeping up with demand. There are rumors that retailers are training their staff in how to let customers down gently when their choice of model is not available.
“More people are interested in watches than ever before,” says Wind. “So my challenge is just continuing to engage with current and prospective clients. I get thousands of emails and messages each day, wanting to speak about watches.”
Rolex remains king We asked three dealers to name their Holy Grail watches for collectors right now, and all of them chose models by Rolex, proving that the brand with the crown on the dial still reigns supreme.
“I predict the Rolex James Cameron Deepsea will be discontinued. When this happens, it will become an instant collectible.”
Ken DeVaul Director of timepiece operations, IDC In 2012, a special Deepsea model, the Deepsea Challenge, accompanied filmmaker and explorer James Cameron on his 10,908-meter dive in the Mariana Trench. The commemorative D-Blue version of the Deepsea was introduced in 2014 to mark the event. It goes for $14,500 at retail, while models on the pre-owned market sell for up to $16,000.
“2023 will be the 60th anniversary of the Rolex Daytona, so this model is my pick as the one to watch next year.”
Paul Boutros Head of watches for the Americas, Phillips in Association With Bacs & Russo Introduced in 1963 to mark Rolex’s sponsorship of the Daytona Speedway, the Oyster Perpetual Cosmograph Daytona has become the world’s most coveted sports watch. The latest model has a black Cerachrom (ceramic) bezel, a state-of-the-art movement and a black Oysterflex rubber strap. It sells for about $46,000 at retail, and up to high six figures on the pre-owned market, depending on the model and provenance.
“Whatever Rolex comes out with will be hot, especially this year’s new left-hand GMT-Master II.”
Justin Reis CEO, WatchBox The new GMT-Master II is ideal for lefties, with the crown and the date window on the left of the case so it’s comfortable to wear on the right wrist. The green and black color combo is exclusive to this line, with the option of either a Jubilee or Oyster bracelet. It’s $10,500 at retail, or up to $40,000 on the secondary market.
It’s raining bling! Audemars Piguet CEO François-Henri Bennahmias isn’t holding back before his impending departure from the brand in 2023. Instead, true to his persona, he’s upping the ante for the Q4 celebrations of the Royal Oak’s 50th anniversary with a flashy lineup of 20 Royal Oak Selfwinding Rainbow pieces (10 in 41 mm and 10 in 37 mm) fully set—from the dial to the bezel to the case to the bracelet—in emeralds, rubies, tourmalines, tanzanites, tsavorites, chrysoberyls and spessartites. Unlike other “rainbow” watches, these are arranged in monochrome settings such as a fully yellow chrysoberyl-set version to one dressed in solid rubies.
Adding to the difficulty in setting the variations of stones is that each watch had to be adjusted according to the typology, hardness and other specifics according to the makeup of each type of stone. The baguette stones were also cut in 179 different sizes for the 41 mm version and 153 different sizes for the 37 mm iteration before being hand-polished.
To make sure the stones covered as much surface as possible, Audemars Piguet and Salanitro arranged them in an invisible setting—a jewelry technique in which as little metal as possible is revealed around the gems to give the appearance that they are floating—on the dial and bracelet links. To achieve this, tiny grooves were cut into the 18-karat white gold cases with the stones attached inside via hidden rails mounted in the metal. This kind of setting is notoriously difficult and only 10 out of 80 artisans at Salanitro’s studio are able to complete the task. They worked for a month and a half on the setting alone for each set.
The AP’s Royal Oak Selfwinding Rainbows contain the caliber 4309 for the 41 mm version—the most recent self-winding hours, minutes and seconds movement in this diameter—and the Caliber 5909 for the 37 mm model. The 5909 is based on the Caliber 5900, which first appeared this year in other Royal Oaks of the same case size. Like other 50th anniversary editions, these will also come with a 22-carat pink gold oscillating rotor that spells out “50 years.” The Audemars Piguet logo and “Swiss Made” label have been cautiously printed on the sapphire crystal so as not to interfere with the gems.
Swiss watch exports fell 11% year on year to CHF 1.59 billion ($1.78 billion) in January, the 12th consecutive monthly drop, as demand slowed in the US and in key Asian markets.
Shipments to the US declined 11% to CHF 183.3 million ($204.5 million), partly because strong figures in January 2020 created an unfavorable comparison, the Federation of the Swiss Watch Industry said Thursday.
Supply to Hong Kong dipped 9% to CHF 169.3 million ($188.9 million) last month as market conditions deteriorated, while exports to the UK and Japan slumped due to the tightening of Covid-19 measures, it added. January also had one fewer business day than the same period a year earlier.
The negative figures outweighed a 58% jump in orders from China, for a total of CHF 255 million ($284.5 million), mirroring a continued recovery of the retail sector on the mainland.
Globally, cheaper watches saw a sharper downturn, with shipments of timepieces priced under CHF 200 ($223) sliding 31% by value. Exports of watches with wholesale prices ranging from CHF 200 to CHF 500 ($558) decreased 26%, while goods valued between CHF 500 and CHF 3,000 ($3,347) suffered a decline of 25%. Shipments of items above that price level slipped 4.1%.
The numbers point to a worsening of the situation versus December, when the global decline was the mildest since the start of the pandemic as Chinese demand rose. The trade hasn’t witnessed a year-on-year increase since January 2020.
“The result for the month will nonetheless have only a limited effect on the upward trend seen since last summer, and a return to significant growth is expected over the next few months,” the federation noted.
Swiss watch exports fell 11% year on year to CHF 1.59 billion ($1.78 billion) in January, the 12th consecutive monthly drop, as demand slowed in the US and in key Asian markets.
Shipments to the US declined 11% to CHF 183.3 million ($204.5 million), partly because strong figures in January 2020 created an unfavorable comparison, the Federation of the Swiss Watch Industry said Thursday.
Supply to Hong Kong dipped 9% to CHF 169.3 million ($188.9 million) last month as market conditions deteriorated, while exports to the UK and Japan slumped due to the tightening of Covid-19 measures, it added. January also had one fewer business day than the same period a year earlier.
The negative figures outweighed a 58% jump in orders from China, for a total of CHF 255 million ($284.5 million), mirroring a continued recovery of the retail sector on the mainland.
Globally, cheaper watches saw a sharper downturn, with shipments of timepieces priced under CHF 200 ($223) sliding 31% by value. Exports of watches with wholesale prices ranging from CHF 200 to CHF 500 ($558) decreased 26%, while goods valued between CHF 500 and CHF 3,000 ($3,347) suffered a decline of 25%. Shipments of items above that price level slipped 4.1%.
The numbers point to a worsening of the situation versus December, when the global decline was the mildest since the start of the pandemic as Chinese demand rose. The trade hasn’t witnessed a year-on-year increase since January 2020.
“The result for the month will nonetheless have only a limited effect on the upward trend seen since last summer, and a return to significant growth is expected over the next few months,” the federation noted.
Swiss watch exports plunged in April as coronavirus lockdowns brought the entire supply chain to a near halt.
“Swiss watch exports were extremely low in April as a direct result of the standstill in production, distribution and sales, causing them to collapse,” the Federation of the Swiss Watch Industry reported Tuesday.
Shipments slid 81% to CHF 328.8 million ($339.1 million) for the month, with nearly all markets declining significantly. Orders from Hong Kong plummeted 83% to CHF 42.2 million ($43.5 million), while supply to the US dropped 86% to CHF 27.9 million ($28.8 million). Exports to Japan fell 86% to CHF 19.5 million ($20.1 million).
The decline in China was more mild, slipping 16% to CHF 110.3 million ($113.7 million), and accounting for one-third of total Swiss watch exports in April, as the economy began to recover. However that compares with an increase of 11% to CHF 155.9 million ($160.6 million) in March. In February, shipments to China fell 52% due to the coronavirus.
All price categories “contracted sharply,” as exports of timepieces valued between CHF 500 ($516) to CHF 3,000 ($3,095) declined 72% by value. Watches worth more than CHF 3,000 dropped 86%.
Shipments of timepieces made from precious metal decreased 82% to CHF 102.4 million ($105.6 million). Supply of gold and steel watches saw the steepest decline, tumbling 90% to CHF 28.4 million ($29.3 million).
Swiss watch exports plunged in April as coronavirus lockdowns brought the entire supply chain to a near halt.
“Swiss watch exports were extremely low in April as a direct result of the standstill in production, distribution and sales, causing them to collapse,” the Federation of the Swiss Watch Industry reported Tuesday.
Shipments slid 81% to CHF 328.8 million ($339.1 million) for the month, with nearly all markets declining significantly. Orders from Hong Kong plummeted 83% to CHF 42.2 million ($43.5 million), while supply to the US dropped 86% to CHF 27.9 million ($28.8 million). Exports to Japan fell 86% to CHF 19.5 million ($20.1 million).
The decline in China was more mild, slipping 16% to CHF 110.3 million ($113.7 million), and accounting for one-third of total Swiss watch exports in April, as the economy began to recover. However that compares with an increase of 11% to CHF 155.9 million ($160.6 million) in March. In February, shipments to China fell 52% due to the coronavirus.
All price categories “contracted sharply,” as exports of timepieces valued between CHF 500 ($516) to CHF 3,000 ($3,095) declined 72% by value. Watches worth more than CHF 3,000 dropped 86%.
Shipments of timepieces made from precious metal decreased 82% to CHF 102.4 million ($105.6 million). Supply of gold and steel watches saw the steepest decline, tumbling 90% to CHF 28.4 million ($29.3 million).
Justin 25 and Hailey Bieber 22 have unveiled the extremely blingy additions to their second wedding, including her dazzling wedding band and his grills.
After tying the knot in South Carolina’s Montage Palmetto Bluffs on Monday, the duo and their superstar guests have been intricately documenting the big day on social media, with their latest snaps showing their blinged up look.
In striking black and white shots taken in the photobooth, the couple showed off what amounted to an estimated $750,000.
The not so newlyweds who first tied the knot over a year ago, kicked off the night by exchanging vows in a chapel in front of a legion of celebrity guests.
Hailey perfectly matched her $500,000 engagement ring with a diamond wave shape band, believed to have come from Tiffany & Co.
The Vogue model was also seen wearing a large pair of platinum set studs from the designer jewelry brand that were over five carats and worth over $123,000.
Justin meanwhile opted for a more simple look than his blinged up bride as he donned a band of a thicker design on his wedding ring finger.
But that wasn’t the only piece of jewelry for the Sorry pop star, rocking his Israeli diamond $25,000 lavender grillz.
Justin showcased his new accessory on social media last week and it is estimated to be worth $25000.
The singer also accessorised with his new $100,000 Audemars Piguet watch that he splurged on just days before the big day.
Justin 25 and Hailey Bieber 22 have unveiled the extremely blingy additions to their second wedding, including her dazzling wedding band and his grills.
After tying the knot in South Carolina’s Montage Palmetto Bluffs on Monday, the duo and their superstar guests have been intricately documenting the big day on social media, with their latest snaps showing their blinged up look.
In striking black and white shots taken in the photobooth, the couple showed off what amounted to an estimated $750,000.
The not so newlyweds who first tied the knot over a year ago, kicked off the night by exchanging vows in a chapel in front of a legion of celebrity guests.
Hailey perfectly matched her $500,000 engagement ring with a diamond wave shape band, believed to have come from Tiffany & Co.
The Vogue model was also seen wearing a large pair of platinum set studs from the designer jewelry brand that were over five carats and worth over $123,000.
Justin meanwhile opted for a more simple look than his blinged up bride as he donned a band of a thicker design on his wedding ring finger.
But that wasn’t the only piece of jewelry for the Sorry pop star, rocking his Israeli diamond $25,000 lavender grillz.
Justin showcased his new accessory on social media last week and it is estimated to be worth $25000.
The singer also accessorised with his new $100,000 Audemars Piguet watch that he splurged on just days before the big day.
