The key point: Swiss watch exports are up 2.7% over nine months, but several brands are cutting jobs and professionals denounce a hidden crisis.
A two-speed sector
- High end: watches above 3,000 francs are growing, led by Rolex, Patek Philippe, Audemars Piguet and Richard Mille.
- Entry level: watches under 200 francs fell from 20 to 10 million units in ten years.
Warning signs
- Jobs: about one hundred jobs at risk at Zenith; cuts at Breitling, Chopard and Montblanc.
- Markets: Chinese demand is weakening.
- Suppliers: Jura workshops lack orders.
Key figures
- Exports January–September 2026: +2.7%, according to the Federation of the Swiss Watch Industry.
- Estimated Rolex revenue in 2025: 11 billion.
In short
Overall growth hides a concentration on the very top end. Mid-range brands and suppliers are struggling.
