Get all the information you need
to understand this market

Detailed content


  • Number of pages : 30 pages
  • Format : Digital and PDF versions
  • Last update : 24/05/2022
Update Details

Summary and extracts

1 Market Overview

1.1 Definition and presentation

Among the sectors of the world economy that have withstood best the jolt inflicted by the pandemic is that of luxury watches: items that have not only continued to be sold, but have done so with better numbers than before the pandemic. When we talk about luxury watches, we mean all watches that because of their brand, their features, or the material in which they are made, are priced in a way that puts them in the luxury market. Luxury watches can be sold in the primary market in jewelry stores, in flagship stores or online, or in the secondary market. The latter has grown rapidly in recent decades, more so than the primary one, citing the prices of some watches that are not so easy to find. Luxury watches are not only used as watches but also as adult jewelry. The most valuable watches are Swiss because of the history and expertise of the craftsmen. Luxury watches possess different technologies and movements, the more complex the movement the more valuable the watch will be. Many luxury brands in recent years prefer to invest in the material of the watch, going so far as to adorn them with diamonds and precious materials, rather than paying attention to the movement. The most famous brands are: Rolex, Omega, Audemars Piguet, Patek Philippe, Richard Mille, Hublot, Cartier, and Jaeger Le-Coutre.

In 2015, it reached a total value of 40 billion euros and has remained somewhat stable in recent years.

The luxury watch market in Italy replicated the good performance seen worldwide, not only with good resilience to the impacts of the pandemic, but also with significant increases in sales, particularly online purchases. A position that was already brilliant before the global crisis, with the entire value of the luxury watch market in Italy reaching 1 billion euros in 2019, a significant increase over the previous year's figures. In short, the industry seems to be doing well, even as sales practices begin to change. In Italy, flagship stores can be found in larger cities, but jewelry stores are also important players as retailers of new or second-hand artifacts.

Due to the inability to visit physical stores during the lockout, online shopping has exploded, with double-digit growth rates for purchases made on web-based platforms. The most popular in Italy is Chrono24, with annual sales exceeding 800 million euros.

1.2 A Robust Global Marketplace

The global luxury watch market is a large market now considered mature. In ****, it reached a total value of ** billion euros, driven particularly by consumption in Asian countries-China in particular. However, as we can see from the chart below, the market for luxury watches has shrunk slightly over the years, only ...

1.3 The Italian Market

The Italian luxury watch market reached a value of *.** billion euros in ****, as evidenced by research conducted by GfK Italia for Assorologi, the Italian Watch Manufacturers and Distributors Association. As can be seen in the chart below, which shows the evolution of the size of this market between **** and ****, the data ...

1.4 International Trade

The HS code corresponding to luxury watches is ******: wristwatches; with or without chronometer function, self-winding. Analyzing the international trade flows related to this HS code, the following trends emerge.

Imports, exports and coverage rate of luxury watches Italy, **** - ****, in millions of euros and % Source: ****

As can be seen from the ...

1.5 Impact of COVID-19

he luxury goods sector was hit hard by the coronavirus crisis in ****. In fact, for the first time since ****, the main luxury goods market declined ** percent to *** billion. [***]. The entire luxury market declined by more than * trillion euros on a global scale. The luxury watch segment fell **%. The coronavirus crisis amplified ...

2 Demand analysis

2.1 Italian Luxury Watch Lovers' Preferences

We have already mentioned that the most popular website in Italy for buying luxury watches online is Chrono**, which has strengthened its position also thanks to the closure of physical stores due to the restrictions put in place by the Italian government in **** and **** to deal with the COVID-** pandemic.

The ...

2.2 The push from collectors and reselling

The buying and selling of luxury watches has given a strong boost to the overall market thanks to platforms that facilitate trading and thus make it easy to give up a used watch to buy a new one. This market is booming as also shown by studies by McKinsey and BCG ...

2.3 Millennials and luxury watches

There are many luxury brands that are trying to connect with the younger generation. This entails a different approach to marketing to the past with great emphasis on influencer marketing, the use of celebrities as brand ambassadors or approaching sustainability issues.

More and more millennials are approaching this market, given also ...

3 Market structure

3.1 Simplified outline of market structure

Source: ****

3.2 The production of watches in Italy

Although the luxury watch market represents a niche in the larger generic watch market, it is still useful to take a look at data related toAteco code**.**: watch manufacturing .

In Italy, in ****, the last year for which ISTAT makes data available for this Ateco code, there are only ** companies specializing in ...

3.3 Retail Trade

Having analyzed the side of the market concerning the production of luxury watches, we have concluded that the number of businesses engaged in this activity is small. Instead, let us now go on to analyze the side of the market that deals with the marketing of watches, which is often side-by-side ...

3.4 Distribution Channels

Regarding distribution channels, the data highlighted in this market study, especially those regarding the recovery of retail after closures due to the pandemic crisis, testify to the strong importance that this distribution channel maintains for Italian luxury watch consumers. In fact, about **.* percent of quantity sales of these products still remain ...

4 Supply analysis

4.1 Type of the offer

The luxury watch, can be considered a neat and precise instrument but also a real aesthetic or technological jewel, with a strong symbolic and status value. In general, this type of product can take many different forms.

For example, the luxury watch can be made of precious jewels, some models are ...

4.2 Pricing

The analysis of the pricing of luxury watches is very interesting. Indeed, many experts consider these products to be safe-haven assets, capable of withstanding periods of crisis in value and thus in price. In fact, this is confirmed by the price trends of this category, which seem to always trend upward, ...

4.3 Connected watches and the disruptive effect on the market

The connected watch segment is becoming increasingly important, attracting many players. In fact, in addition to the big technology players-Apple, Samsung, Google among others-traditional players in watchmaking are offering connected watches. After a long period of ignoring the competition from these connected watches, it is now evident that the traditional watch ...

5 Regulations

5.1 Counterfeiting at the heart of luxury watch regulation

Luxury watches are particularly affected by counterfeiting and smuggling. In Italy, counterfeiting is a crime as stipulated inArticle *** of the Civil Penal Code. Specifically, a retailer who sells counterfeit items is punished with imprisonment of up to two years and a fine of **,*** euros. In addition, confiscation of the counterfeit goods ...

6 Positioning of actors

6.1 Segmentation

List of charts

  • The global luxury watch market
  • Main exporting countries of luxury watches
  • Main markets for luxury watches
  • Size of the Italian luxury watch market
  • Features most important to Italian consumers
Show more Hide

All our studies are available online in PDF format

Take a look at an example of our research on another market!

Do you have a question about this study?   +44 238 097 0676

Latest news

Lvmh: Belloni steps down as general manager and will be president of Lvmh Italy - 22/03/2024
  • **Toni Belloni**
    • - Period in LVMH: more than 23 years
    • - Roles: General manager and chairman of the executive committee of LVMH
    • - Next role: In charge of some strategic missions and president of LVMH Italy
  • **Stéphane Bianchi**
    • - Date of hire at LVMH: 2018
    • - New roles: He will chair the executive committee and lead the group's geographic divisions and digital and data transformation, working in close collaboration with Bernard Arnault. 3.
  • **Wei Sun Christianson**
    • - Proposed Position: Administrator on the board of directors
    • - Skills: Financial literacy, knowledge of the luxury market and China
    • - Proposed co-option date: April 18 board of directors meeting
  • **Bernard Arnault**
    • - Roles: chairman and chief executive officer of the LVMH Group
    • - Comment on Belloni: Describes him as critical to LVMH's success, citing his vision, loyalty, and participation in the group's acquisitions.
Luxury goods: Richemont slowed by declining customer morale - 13/11/2023
  • Half-year sales in Europe up 5%
  • Jewelry: 68% of sales, up 10% in the first half
  • Watchmaking: Down by 3%
  • Fashion & Accessories: 1% decline
  • Growth in the United States: 1% increase
  • Growth in Asia: up 23% at constant exchange rates
Rolex aims to consolidate its hold on the watch market - 31/08/2023
  • Rolex accounts for around 40% of sales in the luxury watch sector.
  • The company is said to have passed the one million mark in annual production.
  • Rolex has also exceeded 10 billion euros in sales.
  • The Swiss company plans to invest one billion Swiss francs in new production capacity.
  • Rolex buys Bucherer, a major retailer that previously distributed 5% of its volumes
  • The group plans to employ around 2,000 people at its new production site in Bulle, in the French-speaking part of the canton of Fribourg.
Global luxury flights: Rolex in the lead. - 25/08/2023
  • 60% increase in the number of luxury watches stolen last year
  • Rolex accounts for 44% of stolen watches, followed by Omega (7%), Breitling (6%), Tag Heuer (6%), Cartier (4%) and Patek Philippe (3%)
  • 90% of stolen watches are men's models
Swatch Group benefits from Asian recovery - 14/07/2023
  • Swatch Group generates 56% of its sales in Asia.
  • The Group's own boutiques now account for 40% of Swatch Group activity.
Ilaria Resta takes the helm at Audemars Piguet - 24/05/2023
  • Audemars Piguet produces 50,000 units a year, compared with over a million for Rolex and less than 60,000 for Patek Philippe.
  • Audemars Piguet's Royal Oak celebrated its 50th anniversary in 2021.
  • According to Deloitte, the second-hand watch market is expected to reach 36 billion euros by 2030.

Companies quoted in this study

This study contains a complete overview of the companies in the market, with the latest figures and news for each company. :

Swatch Group
Patek Philippe
Audemars Piguet
Ruzza Orologi
Diffusione Orologi SRL

Choosing this study means :

Access to more than 35 hours of work

Our studies are the result of over 35 hours of research and analysis. Using our studies allows you to devote more time and added value to your projects.

Benefit from 6 years' experience and over 1,500 industry reports already produced

Our expertise enables us to produce comprehensive studies in all sectors, including niche and emerging markets.

Our know-how and methodology enable us to produce reports that offer unique value for money.

Access to several thousand articles and paid-for data

Businesscoot has access to all the paid economic press as well as exclusive databases to carry out its market research (over 30,000 articles and private sources).

To enhance our research, our analysts also use web indicators (semrush, trends, etc.) to identify market trends and company strategies. (Consult our paying sources)

Guaranteed support after your purchase

A team dedicated to after-sales service, to guarantee you a high level of satisfaction. +44 238 097 0676

A digital format designed for our users

Not only do you have access to a PDF, but also to a digital version designed for our customers. This version gives you access to sources, data in Excel format and graphics. The content of the study can therefore be easily retrieved and adapted for your specific needs.

Our offers :

the luxury watch market | Italy

89 €
  • What are the figures on the size and growth of the market?
  • What is driving the growth of the market and its evolution?
  • What is the positioning of companies in the value chain?
  • Data from several dozen databases

5 reports pack (-15%) IT Italy

75.6 € / study
378 € instead of 445 € -15%
  • 5 reports at €75.6 excluding VAT per study to choose from our Italian catalogue for 12 months
  • Save 15% on additional studies purchased
  • Choose to be refunded any unused credit at the end of the 12-month period (duration of the pack)

See the terms and conditions of the pack and the refund of unused credit.


Our customer references

They have consulted our studies Discover the opinions (+500)

Malcolm Vincent
Linkedin logo

Malcolm Vincent

Astoria Finance

Gregoire de Castelnau
Linkedin logo

Gregoire de Castelnau

Stags Participations

Timothé Huignard
Linkedin logo

Timothé Huignard


Paul-Alexis Kebabtchieff
Linkedin logo

Paul-Alexis Kebabtchieff


Aymeric Granet
Linkedin logo

Aymeric Granet

Publicis Consultant

interviews & case studies All interviews and case studies (45)

La pépite Interview

BFM Business

Paul-Alexis Kebabtchieff

Boston Consulting Group

Marie Guibart

Kea Partners

Elaine, Durand

Crédit Agricole, Information & Veille

Philippe Dilasser

Initiative & Finance

Anne Baudry


Amaury Wernert

Kroll (Duff & Phelps)

Smart Leaders Interview


Do you have a question ?
Our team is at your disposal at   +44 238 097 0676