Could Quartz Save The Swiss Watch Industry?
This article explores the potential of quartz movements to revitalize the Swiss watch industry, particularly at the entry-level. With mechanical watches becoming increasingly expensive, quartz offers a more accessible price point and design flexibility, potentially attracting new enthusiasts and helping brands maintain relevance in a market increasingly dominated by smartwatches and affordable quartz options from other regions.
The entry point for mechanical watches has risen significantly, with examples like the Hamilton Khaki Field Mechanical 38 now costing €625, up from €495 six years prior.
Swiss watch exports have fallen by approximately half since 2011, to around 14.6 million units, though export value remains high due to increased prices.
Smartwatches and inexpensive quartz watches are pressuring traditional brands offering lower-end mechanical watches.
Quartz movements from ETA and Ronda are cheaper to manufacture and assemble, allowing Swiss brands to offer competitive retail prices while maintaining profit margins.
Quartz movements are typically thinner than entry-level mechanical ones, enabling the creation of smaller, more elegant dress watches and less bulky chronographs.
Quartz watches can still meet the 'Swiss Made' designation requirements, offering practical engineering with the appeal of Swiss watchmaking.