Watch market: world trends




wrist watches, market volume, production, export, import


Background. The watch market occupies the large niche in the world economy. The leader of this segment is the Swiss watch industry, which produces more than 20 million units of watches per year, or more than 2% of world production. However, this segment of production is currently undergoing significant changes due to the growing of demand for smart watches and the impact of the global Covid-19 pandemic. Therefore, the task is to analyze the condition of the world watch market and the Ukrainian watch market.
An analysis of recent research and publication son this topic has shown that the main issues addressed in the research were related to the evaluation of the quality and authenticity of watches. However, the study of the world and Ukrainian watch markets and possible directions of their development has not been given consideration for a long time.
The aim is to analyze the condition and structure of the watch market and identify general trends in its development.
Materials and methods. In the research general and special methods were used: analysis and synthesis, system approach, comparison and generalization of official data of the Federation of Swiss Watch Industry FH, the State Fiscal Service of Ukraine; methods of logical analysis and generalization of scientific literature, statistical data on export and import of goods are used.
Results. The article considers the development trends of the wrist watch market in the world and Ukraine in 2019 and the first half of 2020. Indicators such as production volume, quantitative and cost indicators of import and export of Swiss watches and smart watches are studied, the market shares of the largest manufacturers of these products according to the world rating are given, the impact of the Covid-19 pandemic on market development is established.
Conclusion. According to research, the wristwatch market in the world will continue to decline until the end of 2020, as the incidence of COVID-19 continues to rise, forcing countries to close markets and reduce production.

Author Biographies

Nataliya MARCHUK, Kyiv National University of Trade and Economics

Candidate of Technical Sciences (Ph.D.), Associate Professor, Associate Professor at the Department of Commodity Science and Customs Affairs

Liudmyla ANDRIEVSKA, Kyiv National University of Trade and Economics

Candidate of Technical Sciences (Ph.D.), Associate Professor, Associate Professor at the Department of Commodity Science and Customs Affairs

Tetiana HLUSHKOVA, Kyiv National University of Trade and Economics

Candidate of Technical Sciences (Ph.D.), Associate Professor, Associate Professor at the Department of Commodity Science and Customs Affairs


Swiss watchmaking: where things stand. Retrieved from [in English].

Moroz, O. S., & Artjuh, T. M. (2016). Ocinka spozhyvnyh vlastyvostej pobutovyh godynnykiv [Evaluation of consumer properties of household watches]. Naukovi zdobutky molodi – vyrishennju problem harchuvannja ljudstva u XXI stolitti – Scien­tific achievements of young people – solving the problems of human nutrition in the XXI century: Proceedings of the 82nd International Scientific Conference of Young Scientists, Postgraduates and Students. (Part 1), (p. 114). Kyi’v: NUHT [in Ukrainian].

Luj, M. V., & Golodjuk, G. I. (2020). Tovaroznavcha ocinka zhinochyh godynnykiv [Commodity evaluation of women’s watches]. L. I. Baidakova (Ed.). Jakist’ ta bezpechnist’ tovariv – Quality and safety of goods: Proceedings of the International Scientific and Practical Conference. (pp. 33-34). Luc’k: redakcijno-vydavnychyj viddil Luc’kogo NTU [in Ukrainian].

Seredyns’kyj, V. V. (2014). Pidtverdzhennja avtentychnosti naruchnyh godynnykiv (na prykladi shvejcars’kyh marok "ROLEX" i "TISSOT") [Authentication of watches (on the example of the Swiss brands "ROLEX" and "TISSOT")]. Kryminalistychnyj visnyk – Forensic Bulletin, 2 (22), 178-183 [in Ukrainian].

Marchuk, N. B., & Andrijevs’ka, L. V. (2019). Fal’syfikacija naruchnyh godynnykiv svitovyh brendiv [Falsification of shatches of shorld brands]. Aktual’ni problemy teorii’ i praktyky ekspertyzy tovariv – Actual problems of the theory and practice of goods ehpertise: Proceedings of the VI International Scientific and Practical Internet Conference. (pp. 101-104). Poltava: PUET [in Ukrainian].

The Swiss and world watchmaking industries in 2019. Retrieved from [in English].

Mega-brands drive the watchmaking market. Retrieved from [in English].

State of the Industry – Swiss Watchmaking in 2020. Retrieved from [in English].

Swiss watchmaking in February 2020. Retrieved from [in English].

Swiss watchmaking in January 2020. Retrieved from [in English].

Official website of the Swiss watch industry. Retrieved from [in English].

Swiss watchmaking in June 2020. Retrieved from [in English].

World distribution of Swiss watch exports. January – June 2020. Markets. Retrieved from [in English].

Apple now sells more watches than the entire Swiss watch industry. Retrieved from [in English].

El mercado de Smart Watch crece un 20% a nivel global en el primer trimestre de 2020. Retrieved from [in Spanish].

Chy postupajut’sja naruchni godynnyky ukrai’ns’kogo vyrobnyctva shvejcars’kym brendam? [Are Ukrainian-made watches inferior to Swiss brands?]. Retrieved from [in Ukrainian].

Sumarnyj obsjag importu ta eksportu godynnykiv v Ukrai’ni [Total volume of imports and exports of watches in Ukraine]. Retrieved from [in Ukrainian].

Zovnishnja torgivlja Ukrai’ny godynnykamy iz zaznachennjam osnovnyh krai’n – kontragentiv [Ukraine’s foreign trade in watches, indicating the main countries – counterparties]. Retrieved from [in Ukrainian].



How to Cite