The Apple Watch is helping the watch industry more than we think, here’s why

Published on Mar 23, 2022 at 10:23 AM (UTC+4)
by Alessandro Renesis

Last updated on May 18, 2022 at 5:10 PM (UTC+4)
Edited by Kate Bain

The Apple Watch is helping the watch industry more than we think, here’s why

The Apple Watch caught the industry by surprise, forcing everyone to pay attention.


Two main reasons: sales and style.

Numbers don’t lie: in 2019, Apple single-handedly outsold the entire Swiss watch industry, selling 30 million units compared to the 21.1 million sold by all Swiss watch brands combined.

This happened primarily because legacy watch brands routinely fail to entice millennials and Gen Zs by relying on marketing tools and pricing strategies that automatically alienate buyers in their 20s and 30s.

Things are getting better, but traditional watch makers are still shunning social media and focusing on dying platforms, and they’re still speaking a language that buyers can’t understand because the average Joe couldn’t care less about “balance wheels”, “deployant” and “calibers”.

They just want something that looks cool and is practical.

“You’re not married to your strap”, this is one of the industry’s mantras, and it means that you can completely change the personality of your watch with different bands and bracelets: you can look down on your wrist and think, “wow, I’ve got a cool watch again” just by using a different strap.

And yet it’s astonishing to think that Apple – a tech company – successfully managed to pass this massage on to customers when watch makers couldn’t, in fact they barely even tried.

And more importantly, Apple managed to convince a significant number of people that wearing an item that tells time on your wrist can still be fun and useful in the modern world.

And this is a lesson that watch brands, especially in the affordable end of the market, should treasure.


Alessandro Renesis

Experienced content creator with a strong focus on cars and watches. Alessandro penned the first-ever post on the Supercar Blondie website and covers cars, watches, yachts, real estate and crypto. Former DriveTribe writer, fixed gear bike owner, obsessed with ducks for some reason.