Mother’s Day Jewellery Demand Drives Record Consumer Spending

 

Jewellery is set to play a leading role in what is to be a record-breaking Mother’s Day for consumer spending in the United States, according to the latest survey released by the National Retail Federation (NRF).

Despite ongoing economic uncertainty, sentiment remains resilient. Consumers continue to prioritise meaningful gifting, with jewellery emerging as a key category driven by emotional value and lasting significance.

“Mother’s Day remains a priority for many Americans,” noted Mark Mathews, Chief Economist at the NRF. “Consumers are increasingly seeking unique, sentimental gifts that create enduring memories.”

Total spending for the holiday is projected to reach a record US$38 billion, surpassing last year’s US$34.1 billion and exceeding the previous high of US$35.7 billion set in 2023. Within this, jewellery alone is expected to account for US$7.5 billion, representing a 10% increase year-on-year and reinforcing its position as one of the most significant gifting categories.

On an individual level, consumers are forecast to spend an average of US$284, marking a continued upward trend in per-person expenditure.

Beyond jewellery, experiential gifting continues to gain traction, with special outings projected to generate US$6.4 billion in spending. Electronics are expected to reach US$4.4 billion, followed by flowers at US$3.2 billion and greeting cards at US$1.3 billion.

According to Phil Rist of Prosper Insights & Analytics, consumers are not only budgeting more but also diversifying their spending across multiple gift categories.

The survey further highlights that:

• 54% of consumers plan to purchase gifts for their mother or stepmother
• 22% will buy for a spouse
• 13% intend to purchase gifts for daughters

Retail channels remain mixed, with 33% of shoppers favouring online and department stores, while 29% opt for specialty retailers a segment particularly relevant to the jewellery trade and 26% turning to discount outlets.

For the jewellery industry, the data underscores continued strength in consumer demand for pieces that combine emotional resonance with intrinsic value, reinforcing jewellery’s role as both a luxury purchase and a meaningful store of sentiment.

---

Swiss Watch Exports Ease as Key Markets Show Weakness

Swiss watch exports recorded a modest decline in March, reflecting softer demand across several key international markets, according to figures released by the Federation of the Swiss Watch Industry.

Total shipments fell 1% year-on-year to CHF 2.11 billion (US$2.71 billion), following a period of strong growth in February across major markets.

The United States, the largest export destination for Swiss watches, led the downturn with a 1.6% decline to CHF 398.9 million. More pronounced weakness was observed in Asia and Europe, with exports to Japan falling 13% and Germany declining 9%.

While some markets showed resilience exports to the United Kingdom rose 3.2%, and China posted a 4.2% increase these gains were insufficient to offset broader softness. France recorded a sharp 72% increase, although this was largely attributed to re-exports rather than underlying consumer demand.

The Middle East presented a mixed picture. Exports to the United Arab Emirates edged up 0.7%, indicating continued stability, while Saudi Arabia experienced a notable 17% contraction.

From a pricing perspective, the only segment to record growth was watches priced between CHF 200 and CHF 500, which rose 15%. All other categories declined:

• Entry-level watches (below CHF 200): down 0.3%
• Mid-range (CHF 500–CHF 3,000): down 3.7%
• High-end (above CHF 3,000): down 0.5%

Despite the March slowdown, the first quarter as a whole remained positive, with exports increasing 1.4% to CHF 6.2 billion (US$7.95 billion).

The data suggests a market entering a phase of consolidation following periods of strong post-pandemic growth, with demand becoming increasingly uneven across regions and price segments.

Source: IDEX

Thousands of Swiss Watchmakers’ Jobs at Risk

Thousands of Swiss watchmakers are facing an uncertain future from 1 August, when the state-funded furlough program comes to an end.

Employers will have to find a way to pay their salary, or let them go.

The furlough scheme, widely used during the Covid pandemic, was never intended to meet such long-term needs as the ongoing decline in demand for luxury watches.

The industry has been relying heavily on support from the government, which has until now covered 80 per cent of furloughed workers’ salaries.

But a decline in global demand since the second half of 2023 shows little sign of recovery.

Smaller and mid-market brands are feeling the squeeze more than large, high-end brands such as Rolex, Patek Philippe, and may be forced to lay off staff.

Watchmakers avoid permanent job losses wherever possible, because of the difficulties in recruiting skilled workers when demand picks up.

Many watchmaking companies have put workers on short-time working even if they have been able to avoid temporary retrenchments.

Swiss watch exports were down 2.8 per cent by value in 2024, according to the Federation of the Swiss Watch Industry, with sales in China down by almost 26 per cent.

Last September we reported that Girard-Perregaux and Ulysse Nardin, (sold off by the Kering Group), had put 15 per cent of their workforce on short-time working and that 40 companies – mostly tool, machinery or component suppliers – applied for permission to cut their workers’ hours in Jura, one of Switzerland’s 26 cantons.

Source: DCLA

First Dedicated Rolex Store in China

Shenyang,Liaoning,China

China is to get its first dedicated Rolex store.

The luxury Swiss watchmaker will sell direct to consumers at the HKRI Taikoo Hui mall, in Shanghai, according to Chinese media reports.

The store will be operated by Bucherer, the long-established watch retailer that was wholly acquired by Rolex last September, and will carry Bucherer branding. No date has been given for its opening

China is the second biggest market for Swiss watches after the US, accounting for $209m of exports in August.

But it is currently intensifying efforts to curb conspicuous extravagance, particularly through a crackdown on social media influencers who flaunt excessive wealth.

In addition overall sales of Swiss watches are suffering, according to the Federation of the Swiss Watch Industry, which describes the outlook for the rest of the year as negative.

Rolex dominates the Swiss watch market, with a share of more than 30 per cent. It has always relied on authorized dealers to manage its Chinese operations.

Source: DCLA

US Watch and Jewelry Sales in June: Biggest Monthly Increase for Two Years

 US Watch and Jewelry Sales in June: Biggest Monthly Increase for Two Years

                Rolex Submeriner Date 41mm Oyster yellow gold

Watch and jewelry sales in the US picked up significantly in June, with their biggest single monthly increase in two years.
The year-on-year increase was 6.2 per cent, according to the latest figures published by the US Department of Commerce. The last time we saw such an increase was in July 2022 (also 6.25 per cent).
The trend for the last three months has been of continued growth, but at a slower rate (March 4.5 per cent; April 3.7 per cent; May 3.3 per cent). The rise in sales follows a year or so of almost relentless decline (October 2022 to October 2023).
Revisions to figures for April and May by the Bureau of Economic Analysis (BEA) at the US Department of Commerce show sales were higher than initially reported. The year-on-year increase for April was 3.7 per cent (revised up from 2.7 per cent based on actual transactions rather than estimates) and for May it was 3.3 per cent (revised up from 1.4 per cent).

Source: DCLA