{"id":32963,"date":"2025-07-10T10:11:04","date_gmt":"2025-07-10T08:11:04","guid":{"rendered":"https:\/\/xoinvestments.ch\/?p=32963"},"modified":"2025-07-10T10:15:11","modified_gmt":"2025-07-10T08:15:11","slug":"swiss-watchmaking-2","status":"publish","type":"post","link":"https:\/\/xoinvestments.ch\/en\/actualites\/swiss-watchmaking-2\/","title":{"rendered":"Swiss watchmaking"},"content":{"rendered":"\t\t
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XO INVESTMENTS’ services for private clients range from wealth management to pension advice.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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\r\n\t\t\t<\/span>\r\n\t\t\t\r\n\t\t\t\tMay\r\n\t\t\t\r\n\t\t\t<\/h4>\r\n\t\t

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The potential introduction of customs duties on Swiss watches has raised fears of a slowdown for Swiss watchmakers, whose biggest market is the United States.<\/div><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\r\n\t\t\t\r\n\t\t\t\tWatches and Wonders\n\n\n\n\r\n\t\t\t\r\n\t\t\t<\/h2>\r\n\t\t<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Switzerland, the cradle of watchmaking, organises its \u2018Watches and Wonders\u2019 Fine Watchmaking Fair in Geneva every April. The watch brands present unveil their new products, and it’s a chance for them to meet all their professional customers in the space of a few days. Unfortunately, the surprises were not confined to the show floor this year, as Donald Trump’s decision to raise export taxes on Swiss timepieces (+31%) has led the sector to fear a slowdown in a context that is already tense due to the difficulties in the Chinese market. <\/p>

With more than 65,000 jobs, the watch industry is the country’s 3rd<\/sup> largest export sector, behind the chemical and machinery industries. The cantons of Neuch\u00e2tel, Berne and Geneva account for more than half of these jobs. Watch exports slowed by 2.8% in 2024, with an export value of more than CHF 25 billion. Switzerland accounts for only a fraction of the wristwatches sold in the world, but the largest in terms of value. <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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\r\n\t\t\t\r\n\t\t\t\tSwiss watch exports (CHF billion)\r\n\t\t\t\r\n\t\t\t<\/h2>\r\n\t\t<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Given the importance of the American market to Swiss watchmakers, it is easy to understand their concern at Donald Trump’s decisions. With 17% of the market, the United States is ahead of China and Hong Kong. Japan is one of the top three export markets for Swiss watches. The leading European country is Great Britain, followed by France. <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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\r\n\t\t\t\r\n\t\t\t\tPays de de destination en cas de d\u00e9part\r\n\t\t\t\r\n\t\t\t<\/h2>\r\n\t\t<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\r\n\t\t\t\r\n\t\t\t\tPays de de destination en cas de d\u00e9part\r\n\t\t\t\r\n\t\t\t<\/h2>\r\n\t\t<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\r\n\t\t\t\r\n\t\t\t\tLa r\u00e9volution de l'intelligence artificielle\r\n\t\t\t\r\n\t\t\t<\/h2>\r\n\t\t<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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L\u2019intelligence artificielle est en passe de r\u00e9volutionner l\u2019\u00e9conomie mondiale, mais elle contribue avec le d\u00e9veloppement des technologies de l\u2019information au changement de comportement des travailleurs. Le t\u00e9l\u00e9travail s\u2019est impos\u00e9 dans la plupart des pays apr\u00e8s la p\u00e9riode du Covid. Le Canada est le pays qui utilise le plus le t\u00e9l\u00e9travail\u00a0: 1.9 jour par semaine en moyenne. La Chine ou la Cor\u00e9e du Sud sont en queue de classement avec 0.5 jour de t\u00e9l\u00e9travail par semaine en moyenne.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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\r\n\t\t\t\r\n\t\t\t\tExport markets by value, 2024\r\n\t\t\t\r\n\t\t\t<\/h2>\r\n\t\t<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Over the last 25 years, Europe has seen its share of watch exports fall, to the benefit of the Middle East and Asia.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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\r\n\t\t\t\r\n\t\t\t\tGrowth in market share\n\n\n\n\n\n\r\n\t\t\t\r\n\t\t\t<\/h2>\r\n\t\t<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Le recours \u00e0 ces nouvelles technologies sera encore acc\u00e9l\u00e9r\u00e9 avec l\u2019av\u00e8nement de l\u2019intelligence artificielle. L\u2019intelligence artificielle qui va impacter un tr\u00e8s grand nombre de m\u00e9tiers, en particulier des m\u00e9tiers qualifi\u00e9s. La r\u00e9volution industrielle de l\u2019IA touchera les cols blancs et pas les cols bleus comme les pr\u00e9c\u00e9dentes r\u00e9volutions industrielles.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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\r\n\t\t\t\r\n\t\t\t\tPart d\u2019emploi expos\u00e9 \u00e0 l\u2019intelligence artificielle (%)\n\n\n\n\n\n\r\n\t\t\t\r\n\t\t\t<\/h2>\r\n\t\t<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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Ce sont donc les pays les plus d\u00e9velopp\u00e9s qui sont les plus susceptibles d\u2019\u00eatre expos\u00e9s \u00e0 ces changements. Les Etats-Unis ont pr\u00e8s de 60% de leurs emplois fortement expos\u00e9s \u00e0 l\u2019intelligence artificielle. 30% sont des emplois \u00e0 haute compl\u00e9mentarit\u00e9 avec l\u2019IA mais 30% sont \u00e0 faibles compl\u00e9mentarit\u00e9, impliquant un risque de perte d\u2019emplois pour les travailleurs de ces secteurs. A l\u2019oppos\u00e9, les pays avec une \u00e9conomie plus industrielle ou agricole seront moins expos\u00e9s \u00e0 la r\u00e9volution qui arrive. C\u2019est le cas de tous les pays en d\u00e9veloppement d\u2019Am\u00e9rique du Sud par exemple. Ou quand les dominants deviennent les domin\u00e9s\u2026<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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\r\n\t\t\t\r\n\t\t\t\tLuxury online\n\n\n\n\n\r\n\t\t\t\r\n\t\t\t<\/h2>\r\n\t\t<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Le corolaire \u00e0 ces nouvelles technologies et \u00e0 l\u2019utilisation de l\u2019intelligence artificielle est une demande d\u2019\u00e9lectricit\u00e9 beaucoup plus importante. La Chine est aujourd\u2019hui le premier consommateur d\u2019\u00e9lectricit\u00e9 au monde avec le double de consommation des Etats-Unis. Les Data Centers repr\u00e9sentent aujourd\u2019hui le 9\u00e8me<\/sup> Etat en termes de consommation \u00e9nerg\u00e9tique. Les anticipations pour 2030 en font le 4\u00e8me<\/sup> \u00ab\u00a0pays\u00a0\u00bb le plus consommateur apr\u00e8s l\u2019Inde et devant la Russie. Les voitures \u00e9lectriques (EVs) seront th\u00e9oriquement en 2030 le 5\u00e8me<\/sup> pays le plus consommateur. Le premier enjeu de la r\u00e9volution industrielle de l\u2019intelligence artificielle est donc la production \u00e9nerg\u00e9tique.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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\r\n\t\t\t\r\n\t\t\t\tDemande d\u2019\u00e9lectricit\u00e9 2023 (milliers TWh)\n\n\n\n\n\r\n\t\t\t\r\n\t\t\t<\/h2>\r\n\t\t<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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The Swiss watchmaking export market is not an industrial market but a luxury market. 2\/3 of the market in terms of export volume concerns timepieces priced at more than CHF 3,000. <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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\r\n\t\t\t\r\n\t\t\t\tType of watches by number of pieces\n\n\n\n\n\n\r\n\t\t\t\r\n\t\t\t<\/h2>\r\n\t\t<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Although 55% of exported watches are produced in steel versions, in terms of value it is watches using precious metals that account for almost 40% of the export value.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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\r\n\t\t\t\r\n\t\t\t\tType of watches by value\n\n\n\n\n\r\n\t\t\t\r\n\t\t\t<\/h2>\r\n\t\t<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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La mise en place de barri\u00e8res douani\u00e8res par Donald Trump a pour objectif de relocaliser des entreprises aux Etats-Unis et donc d\u2019augmenter les investissements directs des pays \u00e9trangers aux Etats-Unis. On pourrait penser que les Etat-Unis cherchent ici \u00e0 inverser une tendance, ils sont en fait d\u00e9j\u00e0 le premier pays en termes d\u2019investissements directs au monde. Le gouvernement Trump ne fait donc que renforcer les politiques financi\u00e8res de ses pr\u00e9d\u00e9cesseurs, loin de la perception d\u2019un \u00ab\u00a0disrupteur\u00a0\u00bb.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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\r\n\t\t\t\r\n\t\t\t\tInvestissements directs 2023 (milliards USD)\n\n\n\n\n\r\n\t\t\t\r\n\t\t\t<\/h2>\r\n\t\t<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Despite its status as a luxury product, the way it is marketed is gradually changing over the generations. Younger generations (generation Z, for example) are turning away from physical shops, which are still widely present in major urban centres, to buy from the brands’ own websites. Brands must therefore adapt and become more present for these generations on such media. <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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\r\n\t\t\t\r\n\t\t\t\tRolex and others\n\n\n\n\n\n\r\n\t\t\t\r\n\t\t\t<\/h2>\r\n\t\t<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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The Swiss watch market is outrageously dominated by the giant from Biel and Geneva: Rolex. With an annual export value of over \u20ac10 billion, Rolex accounts for 30% of the market. Rolex is ahead of the Richemont group, which includes the second-largest Swiss watchmaker (Cartier), followed by Swatch, with Omega as its leading brand. LVMH is only in 3rd<\/sup> place. The world leader in luxury can currently count on only 6 watch brands, none of which has sales in excess of CHF 1 billion, a club reserved for just 7 brands. <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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\r\n\t\t\t\r\n\t\t\t\tSwiss watch sales 2024 (CHF million)\n\n\n\n\n\n\n\n\r\n\t\t\t\r\n\t\t\t<\/h2>\r\n\t\t<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Observez bien le graphique ci-dessus et envoyez-nous votre interpr\u00e9tation via le lien ci-dessous.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Financial markets traditionally represent a financial translation of a sector’s performance. Certain indices, for example, provide a visual indication of the watch industry’s stock market, and therefore financial, performance. This is the case of the BI Global Luxury Jewellery and Watches index, which includes Richemont (14%) and Swatch (7%). This index shows a very large fall in watchmaking stocks, in the same way as shares in the luxury sector as a whole (Herm\u00e8s, LVMH, etc.).. <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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\r\n\t\t\t\r\n\t\t\t\tWatch indices\n\n\n\n\n\n\r\n\t\t\t\r\n\t\t\t<\/h2>\r\n\t\t<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

The dynamic US economy is focusing investors’ attention on equities with strong growth prospects.
The level of interest rates should not detract from the attractiveness of international bonds in the
current environment.<\/p>\n","protected":false},"author":3,"featured_media":32995,"comment_status":"closed","ping_status":"open","sticky":false,"template":"elementor_header_footer","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[55],"tags":[72,73,71],"class_list":["post-32963","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-geopolitique","tag-investors-en","tag-marketing-en","tag-payment-en"],"acf":[],"yoast_head":"\nSwiss watchmaking | XO Investments<\/title>\n<meta name=\"description\" content=\"Gestion de fortune et conseil pour investisseurs priv\u00e9s et institutionnels. Comment, o\u00f9, quand investir? 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