万元手表卖不动，Swatch甩锅给中国

Core Viewpoint - The luxury watch market, particularly brands like Swatch, is experiencing significant challenges due to changing consumer preferences in China, shifting from status symbols to value investments [4][14][16]. Financial Performance - Swatch reported a sales revenue of 3.06 billion CHF in the first half of 2025, a decline of 11.2% compared to the previous year [4][5]. - Operating profit fell from 204 million CHF to 68 million CHF, with an operating margin of 2.2%, down from 5.9% [4][5]. - Net profit plummeted 88% to 17 million CHF, with a net margin of 0.6%, compared to 4.3% in the previous year [4][5]. Market Dynamics - The decline in sales is primarily attributed to the Chinese market, which saw a 30% drop in sales in 2024, despite accounting for 27% of total sales [6][8]. - The overall Swiss watch export value decreased by 0.1% in the first half of the year, with Asia experiencing a notable decline of 7.2%, largely driven by drops in mainland China and Hong Kong [8][9]. Consumer Behavior Shift - Chinese consumers are increasingly prioritizing value over status, leading to a decline in demand for luxury watches [14][16]. - The high-end watch market is facing pressure as the perception of luxury watches as "mobile assets" diminishes, with a focus shifting towards personal experience and emotional connection [16] . Competitive Landscape - The rise of smartwatches poses a significant threat to traditional watch brands like Swatch, with global shipments of wearable devices increasing by 10.5% in the first quarter of 2025 [19][20]. - Major players in the smartwatch market, such as Huawei and Xiaomi, are gaining market share, further challenging traditional luxury watch brands [21]. Strategic Responses - Swatch is attempting to leverage its luxury brand associations through collaborations with high-end brands like Omega and Blancpain to attract younger consumers [22]. - The company is also exploring technological enhancements, including AI-driven personalized watch designs, to remain competitive in the evolving market [22].