The reports are a collab between US Morgan Stanley Research and Swiss Luxeconsult (whatever this agency is..)
Unless I have missed that out, that did not specify is a pie of US market or global market. US market probably.




2017 report (https://journal.hautehorlogerie.org/en/mega-brands-rule-the-swiss-watch-market-i/)
2018 report (https://timekeepers.club/en/forum/topic/597)

Well.. two things which surprised me:
i.) Longines being the 3rd power,
ii.) Tudor, where is it?

I used to think Longines is a "yesterday hero" brand (no diss intended to the owners), but in 2018 the average price of Longines watch is $6.200 (!)
Seriously, do you know many people who bought such an expensive Longines watch?

Tudor is pretty popular all over the watch forums, but apparently sales figures are low when compared to the other brands.
No data for 2018 but in 2017 Tudor sold for 230m CHF, that was less than 1% of the pie, hence Tudor falls into the "Other".
How often do you see Tudor in a wild? Is it really the brand popular among watch forum freaks?

 

Does Rolex SA break out Tudor sales numbers in their (granted, limited) financial disclosures? That might be the reason behind no Tudor category.

 

My guess is Tudor is under Rolex.

Note the charts are market share by spend. Not by units sold.

 

This is what I thought initially, but no.

A quote from 2017:
"Rolex whose 2017 net sales are estimated at CHF 3.9 billion for 770,000 watches sold [...]. Add the CHF 230 million turnover of sister brand Tudor, and the industry’s biggest player takes a 19.4% share of the market."

The share of Rolex watches in 2017 was 18.5%. The share of Tudor watches in 2017 was 0.9%.

There are separate charts for watch brands and for watch companies (groups).

 

Interesting. Though I think the money still tells the tale. Tudor was 1% of Rolex SA's total sales, and I doubt the difference in marketing budget would be much different than that.

 

Tudor had 0.9% in the market, but it was 5.57% in Rolex SA's total sale.

CHF 230,000,000 - Value of the sale of Tudor watches
CHF 3,900,000,000 - Value of the sale of Rolex watches
CHF 4,130,000,000 - Total value of the sale of Rolex SA / Group
230m / 4,130m = 5.57%

What about Longines. Would you expect Longines to have a place on the podium?

 

I tried to math after a 6 mile run. Probably not going to go well

Point remains, I doubt Tudor gets a proportional share of the marketing budget, which would directly affect sales.

 

From what I remember reading, the $3-5k segment was the fastest growing segment. Longines plays in there with a very diversified market offering. No surprise.

Tudor, although a darling of internet boards, really has a very meagre choice for consumers. Either you like the BB or not - a thousand variations on a theme.

 

No worries, I do have OCD thing for digits

Couldn't have slept without the answers, so I re-read the reports and actually the answers are there. Tudor data is there (in green) but it was not presented on the charts.
Tudor brand gives Rolex SA approx. 5-6% revenue, but Tudor's market share is tiny in fact.

 

Ok, but it is not about $3-5k segment.
An average price of Longines watch was $6.2k.
$6k and up is what Longines charges for a pink gold case.

 

They have everything from $2k-ish to about $8k, I believe. The fastest segment, which they cover, is the $3-5k segment.

$6.2k is msrp and the average. When's the last time you paid msrp for a Longines?

 

I never bought any Longines, but that is not relevant.

If the average $6.2k is true, it would mean between 2017 and 2018 Longines became the hottest brand in the gold watches, which we all agree is not a case..

I think human error is the explanation here.
Year-over-year, Cartier's share in the marker has gone down (-0.7%) and Longines' share has went up (+0.2%).
Overall value of 2018 market has went up when compared to 2017 market, which means Cartier had to sell less and Longines has sold more that year ago.

In 2017, Longines sale volume was approx. 1.9m watches and the average price was $1.3k


No sales volume data for 2018, but assuming Longines sale volume was at least at the same level as year ago - the average 2018 Longines price is approx.$1.7k


That's it. In my opinion someone did a mistake in 2018 table and had misrepresent Cartier's figures as Longines figures, and vice versa.

 

2019 report is available (https://watchesbysjx.com/2020/03/swiss-watch-industry-report-2020.html)