近几年来， 我国 高端腕表市场正经历深刻的结构性分化。 据 Vogue Business发布的行业分析报道所引述数据，摩根士丹利和瑞士钟表行业咨询公司 LuxeConsult合作发布的2024年度瑞士制表行业报告显示：2024年瑞士手表市场近5年来首次出现 萎缩，整体瑞士钟表出口总额(瑞士法郎)下降-2.8%；其中曾作为瑞士腕表增长的领头羊的大中华 区，出口额更是持续下降23%。二手市场上，劳力士腕表交易价格指数自2022年3月高点（30199 美元）跌至2024年12月的20853美元，跌幅超30%。 当传统腕表品牌纷纷陷入 市场 萎缩的困境时，以国产品牌为主的智能手表却录得快速增长。 IDC最 新发布的《全球可穿戴设备市场季度跟踪报告》显示，2025年第二季度，中国智能手表以31%的增 速，和手环品类一起领跑全球腕戴设备市场。其中，华为智能手表再次登顶了中国腕表市场出货量及 份额榜。根据中商产业研究院的报告，中国腕戴设备市场中，华为的出货量连续五年稳居第一。 一下一上，整个市场风向已经发生变化。其中，智能手表中的高端表品类，也有一股向上的暗流正在 涌动。 今日，华为 WATCH ULTIMATE DESI ...

Core Insights - The report highlights the evolution of smartwatches from digital tools to lifestyle symbols, emphasizing the changing consumer perceptions of fashion, where 61.0% view fashion as a reflection of lifestyle and 52.5% as an expression of inner qualities [1][6][12] - The smartwatch market is experiencing significant growth, with a projected compound annual growth rate (CAGR) of 26% and a notable increase in product offerings and user demographics [1][20][23] Consumer Perception - Technology and social change are identified as key factors shaping contemporary fashion views, with 73.7% and 72.0% of respondents respectively acknowledging their influence [1][12][14] - 79.3% of consumers believe that tech products enhance their fashion sense, with smartwatches being perceived as the most representative tech fashion item by 83.9% of respondents [1][16][18] Market Trends - The smartwatch industry is expanding rapidly, with a market size projected to grow significantly, and a penetration rate in the wearable watch market increasing year by year [1][20][21] - By 2025, the number of smartwatch products on the JD platform is expected to increase by 394%, with a 46% growth in user numbers, particularly among women aged 16-25, who show a remarkable growth rate of 118% [1][23][24] Brand Practices - Major brands like Xiaomi and Huawei are launching customized products that emphasize the fusion of technology and aesthetics, with notable sales performances for models like the Xiaomi Watch S4 and HUAWEI WATCH GT5 [1][27][31] - The design and aesthetic appeal of smartwatches are becoming critical selling points, with consumers increasingly prioritizing appearance over functionality in their purchasing decisions [1][35][36] Style Classification - The report identifies six core styles for smartwatches, catering to diverse consumer groups, including those interested in traditional aesthetics, sports, and outdoor activities [1][9][19] - The integration of fashionable elements such as "lightweight design" and "high-quality materials" is expected to accelerate in new product launches by 2025 [1][22]