Watch manufacturer volumes- Morgan Stanley

[Calibre11]

Lots of interesting 2020 data here. A few observations:
- Rolex: what a powerhouse
- TAG Heuer: this data would say that they are in a unique position (if you're positive- "no mans land" if you're not) as a top-10 brand with no-one else close to their average selling price. TAG Heuer is either +50% above or +50% below average selling price relative to all other top 12 brands
- Zenith continues to struggle for volume- only 11,000 watches made according to this
- Longines is stronger than I expected- half the average price of TAG Heuer, but 4X the volume



Tip of the hat to this thread at TZ-UK: https://forum.tz-uk.com/showthread.php?490953-Manufacturers-volumes

Edited: Mar 9, 2021

 

[Jim Dollares]

Thanks for sharing this, very interesting!

 

[Jim Dollares]

Impressive marketing game by Richard Mille. Only 4000 watches per year but nr 7 on the list and average selling price 183' per watch.

 

[Anthony.]

Jim Dollares

Impressive marketing game by Richard Mille. Only 4000 watches per year but nr 7 on the list and average selling price 183' per watch.

Unbelievable numbers.

 

[imagwai]

I really would have placed Tag Heuer higher than Longines, and yes Omega too, in terms of number of sales.

 

[Calibre11]

In terms of growth over the last +20 years, there was some data in the 1998 TAG Heuer Annual Report (when the company was listed). I'll try and get a better source, but I think this sources had reproduced the text from that report: https://www.encyclopedia.com/books/politics-and-business-magazines/tag-heuer-international-sa

The critical line says:
"By 1988 the company [TAG Heuer] sold more than 420,000 timepieces"

EDIT: Cleaned up text

Edited: Mar 9, 2021

 

[Slomosen]

Agree with Jim Dollares and Anthony R.

No surprise seeing Rolex/Tudor where they are, but it is eye-opening for me to see how high RM places on this list. Especially since they're making only 4300 units per year and charging as much as most people would pay for their home. Incredible dominance of that small niche that no one else is able to capitalize on-- not even Patek.
I'm also slack-jawed to see Hublot where it is on this list. I'd have never thought...

Very nice share; thank you.

 

[kappa_md]

1. Wow TAG Heuer in Top9! I was thinking higher spot.
2. Swatch Group has a good command of volume sales which result to higher $$$ (Tissot & Longines)
3. RM (now I know why they got Ferrari and alot of F1 teams..) the anti-thesis of the Carrera
4. Zenith needs to up its game! It needs to go up a little bit closer with his “brothers” in the Top12.
5. LVMH has a 5th watch brand! Dior
6. Price of TAG Heuer is closing on to Tudor (2391 vs 2754)
7. In terms of watch groups, Swatch and Richemont is still above LVMH collectively.

Thanks DC!

 

[kappa_md]

Calibre11

I'll try and get a better source, but I think this is an extract from the 1998 TAG Heuer Annual Report: https://www.encyclopedia.com/books/politics-and-business-magazines/tag-heuer-international-sa

"By 1988 the company [TAG Heuer] sold more than 420,000 timepieces."

Oh is this “old data” ? more than 20 years ago

 

[Calibre11]

kappa_md

Oh is this “old data” ? more than 20 years ago

Apologies- the first table is 2020 data, the quote above is from 1998...I was trying to work out what growth had been over ~25 years...the answer is none, albeit 2020 is impacted by the pandemic

Edited: Mar 9, 2021

 

[kappa_md]

Calibre11

Apologies- the first table is 2020 data, the quote above is from 1998...I was trying to work out what growth had been over ~25 years...the answer is none!

Oh great! Thanks for the clarification

 

[imagwai]

This appears to be the source: https://www.watchpro.com/rolex-acco...entire-swiss-watch-industrys-annual-turnover/

 

[kappa_md]

I wonder if this is already reflective of 2020 - Pandemic Year stats and how it has shaped the Swiss Watch Market pre-Pandemic

 

[kappa_md]

imagwai

This appears to be the source: https://www.watchpro.com/rolex-acco...entire-swiss-watch-industrys-annual-turnover/

This answers my question Thanks sir @imagwai

 

[Calibre11]

kappa_md

I wonder if this is already reflective of 2020 - Pandemic Year stats and how it has shaped the Swiss Watch Market pre-Pandemic

Agreed. I'd expect all brand would have been down in production due to the pandemic. Most brands were shut for several months. The link from @imagwai says Rolex was down 20%, so assume similar for others

 

[kappa_md]

I’ll place the other graphs here (CTTO) to give a better look and analysis.

2017 - 2020 Rankings


Pie Chart

 

[imagwai]

Tag Heuer needs to up it's game. 3% market share given how well-known the brand is, isn't that great imo. Longines has really surprised me.

 

[Calibre11]

Performance in China is the main difference between TAG Heuer and Longines. TAG Heuer is a relatively new brand in China, whereas Longines is a power brand:

https://www.europastar.com/the-watc...a/1004089866-longines-an-empire-in-china.html

 

[Hubert]

Calibre11

Performance in China is the main difference between TAG Heuer and Longines. TAG Heuer is a relatively new brand in China, whereas Longines is a power brand:

https://www.europastar.com/the-watc...a/1004089866-longines-an-empire-in-china.html

Hence Biver's big push in China, when he was at the helm.

 

[Hubert]

imagwai

Tag Heuer needs to up it's game. 3% market share given how well-known the brand is, isn't that great imo. Longines has really surprised me.

Completely agree, I would have expected it to be around 6% to 8%.