Core Insights - The high-end watch market in China is experiencing significant structural differentiation, with a notable decline in traditional Swiss watch exports and a rise in domestic smartwatches [1][4][20] - The Swiss watch market is projected to shrink for the first time in five years, with a 2.8% decrease in overall exports, and a 23% drop in exports to Greater China [1] - The resale market for luxury watches, particularly Rolex, has seen a price drop of over 30% since its peak in March 2022 [1] Market Trends - Traditional watch brands are struggling with market contraction, while domestic smartwatches, particularly from Huawei, are experiencing rapid growth, leading the global wearable device market with a 31% growth rate [4] - Huawei's WATCH ULTIMATE DESIGN series is positioned to penetrate the core price segment of traditional Swiss watches, offering advanced technology and features that traditional watches cannot match [9][20] Consumer Behavior Changes - The value anchors of luxury watches, traditionally based on craftsmanship and heritage, are becoming less relevant as consumers shift towards technology and health-oriented products [8][18] - High-net-worth individuals are increasingly interested in smartwatches that offer comprehensive health management and connectivity features, which traditional watches fail to provide [8][18] Product Innovations - Huawei's WATCH ULTIMATE DESIGN series integrates cutting-edge technology, including eSIM communication, satellite messaging, and advanced health monitoring capabilities, setting a new standard in the high-end smartwatch market [15][16] - The series features luxurious materials and craftsmanship, appealing to consumers' desires for both aesthetic and functional excellence [11][16] Strategic Positioning - Huawei's dual flagship strategy, with the non凡大师 (Ultimate Design) series targeting high-end consumers and the non凡探索 (Ultimate Exploration) series aimed at sports enthusiasts, strengthens its market dominance [20] - The brand's focus on continuous innovation and product iteration demonstrates its commitment to leading the high-end smartwatch segment [20][21]

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]