STATISTICS - October 2011, Record Month
The monthly value of watch exports rose to an all-time high in October 2011. The total of 1.9 billion francs exceeded the October 2010 level by 18.6%.
FH - 22 November 2011
The upward trend therefore continues very clearly and shows no signs of flagging. The cumulative result over 10 months indicates a value of 15.3 billion francs, an increase of 19.5% compared to January-October 2010.
Gold watches supported this growth with an upswing of more than 30% and alone accounted for half the total increase. Bimetallic timepieces followed the same trend, while steel watches remained slightly off the pace. The number of timepieces exported increased more modestly overall. Demand was more marked however for gold and platinum.
In October, growth was more pronounced in the higher price segments. The value of exports increased by 15.2% between 500 and 3,000 francs (export price) and by 24.9% above 3,000 francs. Below 500 francs, units and value increased by only a few points. This monthly performance is not fully representative of the medium-term trend, which shows all segments benefiting from a strong dynamic, with two-digit rates of variation across the board.
The top three markets for Swiss watches remained the same. Hong Kong, in step with the global average, maintained its growth at a very high rate, albeit slightly slower than before. The United States lost ground in October, while conforming to the global average for the January-October period. China recorded the highest increase of all by far, continuing its unstoppable progress. The main European markets occupied the next three places. France registered renewed growth after two months of decline, while Italy and Germany recorded very strong increases, giving a clear boost to their medium-term trend.
