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고급 시계 시장 : 성장, 동향, COVID-19의 영향, 예측(2021-2026년)

Luxury Watch Market - Growth, Trends, COVID-19 Impact, and Forecasts (2021 - 2026)

리서치사 Mordor Intelligence Pvt Ltd
발행일 2021년 05월 상품 코드 928052
페이지 정보 영문
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고급 시계 시장 : 성장, 동향, COVID-19의 영향, 예측(2021-2026년) Luxury Watch Market - Growth, Trends, COVID-19 Impact, and Forecasts (2021 - 2026)
발행일 : 2021년 05월 페이지 정보 : 영문

본 상품은 영문 자료로 한글과 영문목차에 불일치하는 내용이 있을 경우 영문을 우선합니다. 정확한 검토를 위해 영문목차를 참고해주시기 바랍니다.

세계 고급 시계 시장 규모는 2020년 236억 2,300만 달러를 기록했습니다.

이 시장은 2021년에서 2026년까지 예측 기간 동안 3.25%의 CAGR로 성장할 것으로 예측되고 있습니다.

COVID-19 팬데믹에 따라 고급 시계의 주요 소비자인 미국 및 기타 유럽 및 아시아 주요 국가에 영향을 미쳤습니다. 이동 제한과 신중한 소비 습관을 통해 시장의 수요는 감소했으며 성장은 둔화했습니다. 2020년 스위스 시계의 출하량은 매출액 기준 약 22% 감소했고, 수량 기준으로는 33% 감소했습니다. 2월 수출은 약 9% 감소했지만. 2분기에는 더욱 가속화되어 61% 이상 하락했습니다. 하지만, 상황이 개선되면서 수출 감소세는 점차 둔화되고 있습니다. 올해 4분기에는 봉쇄 조치의 완화 및 기타 여러 요인으로 인해 4% 하락했습니다.

세계적으로 시계는 부의 상징으로 인식되고 있기 때문에, 고품질의 프리미엄 시계에 대한 소비자의 선호도 증가는 고급 시계 시장의 핵심 동력으로 작용합니다. 소비자는 고도의 선진적인 생산 기술, 재료, 방법으로 만들어진 고품질 제품에 관심을 가지고 있습니다.

고급 시계(Luxury Watch) 시장을 조사했으며, 시장 개요/유형별·최종 사용자별·유통 채널별·지역별 동향/시장 진입 기업 개요 등 정보를 제공합니다.


제1장 서론

제2장 조사 방법

제3장 개요

  • 시장 개요

제4장 시장 역학

  • 시장의 추진력
  • 시장의 억제 요인
  • 포터의 5세력 모형

제5장 시장 세분화

  • 유형별
    • 아날로그 시계
    • 디지털 시계
  • 최종 사용자별
    • 여성
    • 남성
    • 유니섹스
  • 유통 채널별
    • 오프라인 소매점
    • 온라인 소매점
  • 지역별
    • 북미
    • 유럽
    • 아시아 태평양
    • 남미
    • 중동과 아프리카

제6장 경쟁 상황

  • 주요 기업
  • 주요 전략
  • 시장 점유율 분석
  • 기업 개요
    • LVMH
    • Chanel
    • Hermes International SA
    • Kering Group
    • Rolex SA
    • Compagnie Financiere Richemont SA
    • Patek Philippe SA
    • The Swatch Group Ltd
    • Breitling SA
    • Audemars Piguet

제7장 시장 기회와 동향

제8장 COVID-19 시장에 미치는 영향

LYJ 21.07.30

The global luxury watch market was valued at USD 23.623 billion in 2020, registering a CAGR of 3.25% during the forecat period, 2021-2026.

As the COVID-19 pandemic affected America and other major countries in Europe and Asia, which were the major consumers of luxury watches, the market has seen decreased demand and slowed growth because of various restrictions imposed on movement and cautious spending habits of people. In 2020, the Swiss watch shipment fell by around 22% in value terms while it declined by 33% in volume terms. In February, the export declined by around 9%, which further escalated during the second quarter, as it declined by over 61%. With situations improving, there was a gradual slowdown in export declines. In the last quarter of the year, there was a decline of 4% only due to ease on the lockdown measure and various other factors.

Globally, the growing consumer preference for high-quality, premium watches, on account of watches being perceived as status symbols, is the major driving factor for the luxury watches market. Consumers are interested in using quality products made with extremely advanced production technologies, materials, and methods.

The use of accessories to improve one's looks is a common fashion trend. This factor is, therefore, contributing toward the growth of the luxury watch market. The use of various advertising and marketing strategies by the market players has also augmented the expectations of consumers from watches, resulting in market growth.

The use of high-quality, premium materials, like steel, bi-metallics, and precious metals, attract more consumers. These are available in various price ranges. Some of the countries producing and exporting luxury watches include Switzerland, Hong Kong, China, France, and Germany. These watches are distributed globally via trade and different retail channels.

Key Market Trends

Rising Demand for Luxury Goods

The preference for luxury goods, including watches, mostly among men, has created a surge in the Swiss watch industry. Although the luxury market for watches is mature, any brand may experience sudden growth. The increase in brand awareness, the influence of the western world, and the inherent need for exclusivity are some of the factors that contribute to the increased demand for luxury watches. Switzerland continues to be a worldwide leader in watch production, backed by the strength of its luxury watch business. In Asia, Japan and Singapore are the key markets for Swiss watches. Garmin expanded its presence in India by launching its premium luxury watch collection, called the Marq. There are preloaded features in these watches, such as built-in storage for music, Garmin Pay integration, smart notifications, and daily activity tracking. They also feature wrist-based heart rate and Pulse Ox2 sensors.

A new trend among collectors is purchasing stylish timepieces that do not work, prioritizing style over substance. As per Retail Dive, in August 2017, at Heathrow Airport, USD 5 million was spent on Rolex watches. The sales in the luxury watches and jewelry category increased by a staggering 74%. Thus, the growing preference for luxury goods is anticipated to drive market growth during the study period.

Asia-Pacific Emerged as the Largest Consumer of Luxury Watches

Globally, China is one of the most competitive markets, as it offers huge potential for the manufacturers of luxury watches to acquire and compete. Rolex, Omega, Patek Philippe, Cartier, Channel, Longines, Tissot, Rado, Blancpain, and Piaget are some of the prominent luxury watch manufacturers. According to the Federation of the Swiss Watch Industry, the most recent figures show exports of Swiss watches to mainland China totaled 2.1 billion Swiss francs (USD 2.39 billion) from January to November 2020, an increase of 17.1 percent from the same period in 2019. Whereas in countries like India, the luxury watch market was initially targeted solely at men. However, with the increasing rate of female participation in the workforce, the demand for female and unisex luxury watches increased. Sensing the demand and the growing market, in 2017 the Switzerland-based watch manufacturer, Frederique Constant, introduced the newest addition to the most feminine collection of the brand, Art Deco, in India. The timepiece reflects a perfect blend of elegance and style, with elaborate decoration, thereby widely supporting the market penetration.

Competitive Landscape

The global luxury watch market is highly competitive, with the presence of both global and domestic players. The major players in the market include Rolex SA, The Swatch Group Ltd, Compagnie Financiere Richemont SA, Patek Philippe SA, Audemars Piguet, and Richard Mille. Key players are now also focusing on social media platforms and online distribution channels for the online marketing and branding of their products to attract more customers. For instance, In November 2020, Alibaba, Richemont, and Farfetch announced a strategic partnership to accelerate the digitization of the global luxury industry and to give luxury brands better access into the Chinese market. As per the deal, Alibaba and Richemont are to invest USD 300 million each in the luxury e-commerce platform Farfetch.

Reasons to Purchase this report:

  • The market estimate (ME) sheet in Excel format
  • 3 months of analyst support



  • 1.1 Study Assumptions and Market Definition
  • 1.2 Scope of the Study



  • 3.1 Market Overview


  • 4.1 Market Drivers
  • 4.2 Market Restraints
  • 4.3 Porter's Five Forces Analysis
    • 4.3.1 Threat of New Entrants
    • 4.3.2 Bargaining Power of Buyers/Consumers
    • 4.3.3 Bargaining Power of Suppliers
    • 4.3.4 Threat of Substitute Products
    • 4.3.5 Intensity of Competitive Rivalry


  • 5.1 By Type
    • 5.1.1 Analogue Watch
    • 5.1.2 Digital Watch
  • 5.2 By End User
    • 5.2.1 Women
    • 5.2.2 Men
    • 5.2.3 Unisex
  • 5.3 By Distribution Channel
    • 5.3.1 Offline Retail Stores
    • 5.3.2 Online Retail Stores
  • 5.4 Geography
    • 5.4.1 North America
      • United States
      • Canada
      • Mexico
      • Rest of North America
    • 5.4.2 Europe
      • Spain
      • United Kingdom
      • Germany
      • Russia
      • France
      • Italy
      • Rest of Europe
    • 5.4.3 Asia Pacific
      • China
      • Japan
      • India
      • Australia
      • Rest of Asia-Pacific
    • 5.4.4 South America
      • Brazil
      • Argentina
      • Rest of South America
    • 5.4.5 Middle East & Africa
      • South Africa
      • Saudi Arabia
      • Rest of Middle East & Africa


  • 6.1 Most Active Companies
  • 6.2 Most Adopted Strategies
  • 6.3 Market Share Analysis
  • 6.4 Company Profiles
    • 6.4.1 LVMH
    • 6.4.2 Chanel
    • 6.4.3 Hermes International SA
    • 6.4.4 Kering Group
    • 6.4.5 Rolex SA
    • 6.4.6 Compagnie Financiere Richemont SA
    • 6.4.7 Patek Philippe SA
    • 6.4.8 The Swatch Group Ltd
    • 6.4.9 Breitling SA
    • 6.4.10 Audemars Piguet



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