Swiss watch exports deliver triumphant rebuttal to doubters in July

Swiss watch exports were up significantly in July, meaning that the first seven months of this year is up on the same period in 2025.

Total sales value rose +9.6% year-on-year (YoY) to CHF 2,628 in July, and for the January–July period the growth was +0.90% YoY.

The United States is the standout performer, with a YoY increase of +26.5%, while the UK (+9.51%) and even Germany (+11.75%) also recorded excellent figures in July.

France’s ongoing impressive figures — this time up +105.79% year-on-year — can largely be explained by the increasing logistical centralisation in Europe, where brands use France as a consolidation point for all of their EU VAT/customs processes, and take advantage of the country’s extensive shipping networks and larger airports.

Looking at the first seven months, the UK stands out as being one of the most solid markets, recording YoY growth of +6.36%.

In terms of price segments, the luxury end of the market again proved to be the locomotive that drags the carriages behind it. Watches priced for export at over CHF 3,000 francs increased by +12.0%, with the CHF 200 to CHF 500 category also up (+26.1%), after years of struggle.

In contrast, those watches priced for export between CHF 500 and CHF 3,000 suffered a dip of -3.9% YoY.