Apple Beats Swiss Watch Industry At Its Own Game

Six years after Apple unveiled its first smartwatch in September 2014, the Apple Watch has grown into the disruptive force it was widely expected to become. Having dominated the nascent smartwatch category pretty much from day one, the Apple Watch eventually became a big seller and a major threat to traditional watch makers.

According to estimates from Strategy Analytics, based on industry reports and Apple’s own financial filings, the Cupertino-based tech giant shipped 30.7 million watches last year, single-handedly beating the entire Swiss watch industry, which is estimated to have shipped 21.1 million watches over the same period.

While analog watches remain popular among older consumers, young buyers are increasingly leaning towards smartwatches fitting their connected lifestyles. “Traditional Swiss watch makers, like Swatch and Tissot, are losing the smartwatch wars," Steven Waltzer, Senior Analyst at Strategy Analytics said, adding that "Apple is delivering a better product through deeper retail channels and appealing to younger consumers who increasingly want digital wristwear."