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Swatch Group's biggest brands are Omega (number-two Swiss watch brand by sales after Rolex), Longines (the largest premium watch brand and number four by sales globally), Breguet, Tissot (the leader in midrange Swiss watches), and Swatch. Swatch group employs over 33,000 people, half of them in Switzerland. We estimate that Swatch Group makes about 30% of its sales from Omega, 17% from ultraluxury brands, 20% from Longines, 9% from Tissot, and 8% from Swatch. We estimate Omega and Longines to be the group's most profitable brands.

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The exports of Swiss watches have recorded their most substantial drop since 2020, with a significant decrease in demand for high-end timepieces in key markets such as China and Hong Kong.

Slump In Chinese, Hong Kong Demand Sends Swiss Watch Exports Plummeting: &#39;Negative Trend Is Even Worse Than We Expected,&#39; Says Analyst

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Watch sponsorships are not unusual for athletes. Rolex sponsors Phil Mickelson and Roger Federer, Michael Phelps is a brand ambassador for Omega, which is owned by The Swatch Group (OTC: SWGAY), and now Richard Mille has a special-edition Rafael Nadal wa

Here&#39;s How Much Rafael Nadal&#39;s Richard Mille Watch Costs

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Swiss watch exports have experienced a significant decline, particularly in China and Hong Kong, leading to a 52-week low for Swatch Group (OTC:<a class="ticker" href="https://www.benzinga.com/stock/SWGNF#OTC">SWGNF</a>) (OTC:<a class="ticker" href="https://www.benzinga.com/stock/SWGAY#OTC">SWGAY</a>).
What Happened: The exports of Swiss watches have recorded their most substantial drop since 2020, with a significant decrease in demand for high-end timepieces in key markets such as China and Hong Kong, <a href="https://www.bloomberg.com/news/articles/2024-04-18/swiss-watch-exports-plunge-as-china-and-hong-kong-demand-dries-up">reported</a> Bloomberg. 
The Federation of the Swiss Watch Industry revealed a 16% decrease in exports by value in March, amounting to 2 billion Swiss francs ($2.2 billion) from the previous year.
Shipments to China, the second-largest market for Swiss watches, fell by 42%, dropping below the levels seen in March 2020 when the industry came to a standstill due to pandemic lockdowns. Shipments to Hong Kong also plummeted by 44%.
Swatch Group, the manufacturer of Omega and Longines brands, saw its shares hit a fresh 52-week low on Thursday, dropping by about 1% in Zurich trading. Shares of Compagnie Financière Richemont SA&nbsp;(OTC:<a class="ticker" href="https://www.benzinga.com/stock/CFRUY#OTC">CFRUY</a>), the owner of Vacheron Constantin and Cartier, also fell by approximately 1%.
"The negative trend is even worse than we expected and the decline in China is really worrying and probably indicates that inventories in the region were once again too high," said Jean-Philippe Bertschy, an analyst at&nbsp;Vontobel&nbsp;in Switzerland.
See Also: <a href="https://www.benzinga.com/news/24/04/38267600/amid-iran-israel-tensions-china-affirms-support-for-tehran-strengthens-ties?itm_source=parsely-api" target="_blank" rel="noreferrer noopener">Amid Iran-Israel Tensions, China Affirms Support For Tehran, Strengthens Ties</a>
During the pandemic, the demand for Swiss watches and luxury timepieces experienced a significant surge. Consumers, confined to their homes and benefiting from government stimulus measures, rushed to purchase top brands such as Rolex and Patek Philippe.
The decline in exports highlights a global reduction in demand for Swiss timepieces, which experienced an unprecedented surge from 2021 to mid-2023. Factors such as higher interest rates, uncertain economic growth, and geopolitical tensions have led watch buyers to reconsider investing in expensive timepieces.
Why It Matters: The Swiss watch industry&#8217;s current struggles are part of a broader trend affecting the global luxury market. Brands such as Prada, Gucci, and Louis Vuitton are anticipating a <a href="https://www.benzinga.com/news/24/04/38155531/prada-gucci-louis-vuitton-brace-for-sales-slump-as-chinas-economic-turbulence-hits-luxury-market">significant decline in sales</a> due to weak demand from China. This decline is also attributed to challenging comparisons with the sales spike following the COVID-19 pandemic in 2023.
China&#8217;s economic turbulence is impacting various sectors, <a href="https://www.benzinga.com/news/24/04/38286259/china-says-no-bullet-trains-vacations-or-luxury-stays-for-debt-skippers-as-delinquency-list-soars-to">including luxury goods</a>. The Chinese government has taken stringent measures against debt defaulters, including restrictions on high-speed rail travel and luxury accommodations, as part of a broader crackdown on unpaid bills.
Another factor potentially affecting the luxury watch market is the trend of treating <a href="https://www.benzinga.com/markets/cryptocurrency/24/04/38138323/rolex-ceo-does-not-like-treating-luxury-watches-as-stock-investments-this-sends-the-wrong-">luxury watches as investments</a>, which has seen a significant uptick during the pandemic. The CEO of Rolex, Jean-Frédéric Dufour, has warned against this practice, stating that it sends the wrong message and is dangerous.
Read Next: <a href="https://www.benzinga.com/news/24/04/38292593/china-linked-espionage-campaign-targeting-apples-iphones-blackberry-raises-alarm-with-new-report?itm_source=parsely-api" target="_blank" rel="noreferrer noopener">China-Linked Espionage Campaign Targeting Apple&#8217;s iPhones: BlackBerry Raises Alarm With New Report</a>
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Slump In Chinese, Hong Kong Demand Sends Swiss Watch Exports Plummeting: 'Negative Trend Is Even Worse Than We Expected,' Says Analyst

<ul>
<li>Swiss watchmaker&nbsp;Swatch Group ADR&nbsp;(OTC: <a class="ticker" href="https://www.benzinga.com/stock/swgay#OTC">SWGAY</a>) said it&nbsp;<a class="editor-rtfLink" href="https://www.swatchgroup.com/en/services/archive/2023/swatch-group-key-figures-2022" style="background-image:initial; background-position:initial; background-size:initial; background-repeat:initial; background-attachment:initial; background-origin:initial; background-clip:initial; margin-top:0pt; margin-bottom:0pt; color:#4a6ee0" target="_blank">expects&nbsp;</a>strong sales growth in all of its regions and segments in 2023.</li>
<li>The company said after the end of COVID measures, consumption quickly recovered, not only in China, but also in the surrounding markets of Hong Kong SAR and Macau.</li>
<li>The strong outlook reflects the lifting of travel restrictions in China, revitalizing sales in tourist destinations.&nbsp;</li>
<li>The company&#39;s sales growth in January in China reinforces its expectation for a strong year in 2023.</li>
<li>Swatch reported a 2.5% year-on-year sales growth in FY22 to CHF 7.49 billion.</li>
<li>The operating profit increased 13.4% to CHF 1.16 billion, with an operating margin of 15.4%.</li>
<li>The company&#39;s Board of Directors will decide on the dividend proposal at the Annual General Meeting.&nbsp;</li>
<li>Price Action: SWGAY shares closed higher by 4.69% at $17.40 on Tuesday.</li>
<li>Photo Via Company</li>
</ul>

Watch sponsorships are not unusual for athletes.&nbsp;Rolex sponsors Phil Mickelson and Roger Federer, Michael Phelps is a brand ambassador for Omega, which is owned by The Swatch Group (OTC: <a class="ticker" href="https://www.benzinga.com/stock/swgay#OTC">SWGAY</a>), and now Richard Mille has a special-edition Rafael Nadal watch. Nadal, now 36 years old, has the most Grand Slam titles of any men&#39;s tennis player ever.&nbsp;
Richard Mille is a newer watch manufacturer, founded in 2001. The company is based in Switzerland, the same home as Rolex. Its watches are known for its exposed mechanical look that features intricate inner workings of the watch.&nbsp;
Nadal&rsquo;s Watch: Nadal wore his Richard Mille Rafael Nadal RM 27-04 Tourbillon TitaCarb &mdash; only 50 of these watches were made.&nbsp;
The online watch retailer <a href="https://www.chrono24.com/richardmille/richard-mille-rafael-nadal-rm-27-04-tourbillon-titacarb-limited-to-50pcs-worldwide--id20060896.htm#gref" style="text-decoration-line:none">Chrono24 has Nadal&rsquo;s Richard Mille watch listed at $2,520,000</a>. To put that into perspective, that is more than six times the median U.S. home sale price, <a href="https://fred.stlouisfed.org/series/MSPUS" style="text-decoration-line:none">according to the most recent housing data from the St. Louis Fed.&nbsp;</a>
If Nadal ends up winning the French Open, he might be the first person to win while wearing a $2 million watch.&nbsp;
See Also:&nbsp;<a href="https://www.benzinga.com/news/22/01/25136298/5-iconic-watches-of-movie-and-celebrity-lore-that-you-can-buy-at-a-steep-price">5 Iconic Watches Of Movie And Celebrity Lore That You Can Buy &mdash; At A Steep Price</a>
Photo: Rafael Nadal photo by Fresnel via Shutterstock; watch via Richard Mille
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Here's How Much Rafael Nadal's Richard Mille Watch Costs

Want to get into haute horology?
It&rsquo;s not the name of a new influencer trend, but it is one that has stood the test of time &mdash; it&rsquo;s the love of fine watches, not an <a href="https://www.benzinga.com/money/best-place-to-sell-iphone/">iPhone</a>&nbsp;clock or watch.
For devotees, there are certain watches that are coveted and collected. Some people start this passion by chance, inheriting a watch from a family member&nbsp;or seeing a watch worn by their favorite celebrity or movie character.
Five of those iconic, and often pricey watches are listed below. (Note: The watch prices&nbsp;are for new watches, not those on the resale market.)
1. Paul Newman&rsquo;s Rolex Daytona, Ref. 6239
<img alt="" src="https://www.benzinga.com/files/u261304/rolex_daytona.phillips.png" style="height:278px; width:500px" />
This list starts with a love story: In 1968, Joanne Woodward, Paul Newman&rsquo;s wife, bought a Rolex Daytona, Ref. 6239 watch from Tiffany&rsquo;s and had it inscribed on the back with&nbsp;&ldquo;Drive Carefully Me&rdquo;&nbsp;&mdash; possibly in reference the movie, &ldquo;Winning,&rdquo; the couple was making in which Newman portrayed a racecar driver. (Originally developed in 1963 to meet the demands professional racecar drivers,&nbsp;the Daytona is in reference to the racetrack in Florida.)
Newman became both hooked on racing and the watch, which he wore continuously until the mid-&lsquo;80s.
When Newman passed away, collectors started to haunt auction houses or watch dealers to see if it it had come onto the market.&nbsp;Turns out, Newman gave it to his daughter Nell Newman&rsquo;s then-boyfriend&nbsp;James Cox as a gift in 1984. After the elder Newman died, Cox&nbsp;sold it at auction in 2017 through Phillips New York auction house. According to a <a href="https://www.forbes.com/sites/hylabauer/2017/10/26/paul-newmans-paul-newman-daytona-sells-for-15-5-million-a-record-for-a-wristwatch-at-auction/?sh=2657281a5313">Forbes article</a>, a portion of the proceeds go to the Nell Newman Foundation, continuing in the spirit of Paul Newman, who was known for his philanthropy.
How much did it sell for? $17.8 million, winning bidder unknown.
Price (Rolex website): 
High: Oyster Perpetual Cosmograph in platinum. Price upon request (but think more than $41,000) 
Low: Oyster Perpetual Cosmograph in oystersteel: $14,550
2. Cartier Tank Watch
<img alt="" src="https://www.benzinga.com/files/u261304/cartiertank.png" style="height:278px; width:500px" /> 
Developed by Parisian jeweler Louis Cartier in 1917, the Tank watch has become one of the most recognizable &mdash; and sought after &mdash; Cartier watch designs.
The inspiration? A Renault tank Cartier had seen in used in France during World War I. Since the first Tank watch, Cartier (the company) has created offshoots of the Tank:&nbsp;the Cartier website lists 83 models.
What makes the watch a Tank are its features: its lateral brancards, the Roman numeral dial, chemin-de-fer chapter ring, sword-shaped blue steel hands and a winding crown topped with sapphire cabochon.
Princess Diana, Jacqueline Onassis and Yves Saint Laurent were known for their Tank watches, and today&rsquo;s notable fans include Mick Jagger, former first lady Michelle Obama, and actors Rami Malek and Leon Bridges.
Cartier is owned by&nbsp;Compagnie Financi&egrave;re Richemont S.A. (OTC: <a class="ticker" href="https://www.benzinga.com/stock/cfruy#OTC">CFRUY</a>).
Price (Cartier website): 
High: Tank Cintr&eacute;e Watch: $106,000 
Low: Tank Must Watch: $2,610
3. Jaegar-LeCoultre 101 Reine
<img alt="" src="https://www.benzinga.com/files/u261304/lareine.png" style="height:278px; width:500px" /> 
For her coronation in 1953, Queen Elizabeth II wore a Jaegar-LeCoultre 101 Reine. A gift from Vincent Auriol, the then President of France, its slim and elegant look was the perfect foil to the really big jewelry the Queen was wearing that day. (And during the 1950s, it was unseemly for a woman to look at her watch for the time, so this way, during the actual coronation when the Queen was wondering, &ldquo;When is the going to end? I need a cocktail.&rdquo; she could discreetly look at her watch.)
Besides gracing the wrist of a queen, what distinguishes this watch is that it has one of the smallest mechanical movements, the Calibre 101, designed by Jaeger-LeCoultre in 1929.
The 101 has amassed a loyal following: variations have recently been spotted on the wrists of the actresses Diane Kruger, Dakota Fanning and Catherine Deneuve.
Jaegar-LeCoultre is also owned by&nbsp;Compagnie Financi&egrave;re Richemont S.A.
Price: (From Jaeger-LeCoultre website) 
High: Price upon request 
Low: While there isn&rsquo;t a less expensive model of the Reine, may we interest you in Reverso Tribute Nonanti&egrave;me in pink gold at about $45,535, or the Master Ultra Thin Perpetual, worn by Benedict Cumberbatch as&nbsp;Dr. Stephen Strange&nbsp;in the Marvel movie. In white gold it is priced at about $47,853.
4. Omega Constellation Manhattan
<img alt="" src="https://www.benzinga.com/files/u261304/omegaconstellation.png" style="height:278px; width:500px" /> 
Omega&rsquo;s Constellation was released in 1952, distinguished by the &ldquo;claw&rdquo; at 3 and 9, which were designed to keep the crystal in, but became its signature look.
In 1982, the Constellation Manhattan became available and is the favorite of supermodel Cindy Crawford and her daughter, model/influencer Kaia Gerber. Are there diamonds on it? Of course.
Omega is owned by The Swatch Group (OTC: <a class="ticker" href="https://www.benzinga.com/stock/swgay#OTC">SWGAY</a>), which also includes the &#39;80s iconic watch company, Swatch.
Price (From Omega website): 
High: Co-Axial Master Chronometer in Sedna Gold, $29,000 (and currently a waiting list) 
Low: Co-Axial Master Chronometer, $12,300
5. Rolex Submariner, Ref. 6538
<img alt="" src="https://www.benzinga.com/files/u261304/submariner.png" style="height:278px; width:500px" /> 
The epitome of product placement in movies are the watches worn by James Bond. The one to kick it off was the Rolex Submariner, Ref. 6538, which made its cinematic debut on Sean Connery&rsquo;s wrist in 1962&rsquo;s &ldquo;Dr. No.&rdquo; And while different Submariners, such as Ref. 5513, 6238 and 16610, were seen in other Bond movies, nothing can beat the original.
More practically, the Submariner is designed to be a diver&rsquo;s watch, but also works as a sports watch.
Prices: (From Rolex website): 
High: 18 kt. white gold, $40,650 
Low: Oystersteel, $8,950
Photos: Via company websites; Daytona via Phillips; Sean Connery as James Bond, Columbia Pictures via IMDb.

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