Swiss Watch Exports to the U.S. Fell Nearly 20% in August

By JCK News Desk | September 17, 2026

Swiss watch exports across the globe posted solid growth in August, but the industry’s most important market—the United States—moved significantly lower.

The Federation of the Swiss Watch Industry reported on Sept. 17 that exports worldwide rose 9.1% in August compared with the same month last year, while shipments to the United States fell 19.4%.

The United States remained the largest single market for Swiss watches, with exports totaling 197.5 million Swiss francs ($240 million) that accounted for 11% of global shipments.

Yet America was the weakest performer among the industry’s major markets. Exports to the United Kingdom rose 46.1%, while France increased 113.5%, Japan climbed 22.1%, China advanced 15.8%, and Hong Kong edged up 1.4%.

The federation noted that the European results should be interpreted cautiously, suggesting that France’s unusually strong performance may be a bookkeeping artifact that came at the expense of other markets.

The overall increase in Swiss watch exports was driven by both higher values and higher volumes. Wristwatch exports rose 8.6% by value to 1.7 billion francs ($2.06 billion), while shipments increased 9.5% to 1.1 million units.

Among product categories, bimetallic watches delivered the strongest value growth, rising 20.1%, while watches made from precious metals increased 6.9% and steel watches gained 2.8%. The federation said export volumes were boosted by strong growth in steel watches and models made from other materials, resulting in approximately 95,000 additional units shipped compared with August 2025.

Performance was also broadly positive across price segments. Exports of watches priced below 200 francs increased 13.3%, while those above 3,000 francs rose 10.2%. The only segment to decline was the 500- to 3,000-franc category, which slipped 0.9%.

For the first eight months of 2026, Swiss watch exports were cumulatively up 1.7%, surpassing 17 billion francs ($20.6 billion). The federation also noted that the industry’s 12-month moving average turned positive for the first time in two years, signaling an improvement in overall export trends despite weakness in the U.S. market.

The JCK News Desk uses AI to help research and produce the first draft of articles. This story was then reviewed by staff writer David Blomquist.

(Photo: Getty Images)