Premiumisation and tech integration drive value growth amid volume decline
Personal accessories in Germany exhibited a mixed performance in 2025, characterised by a slight decline in retail volume terms and solid 5% growth in retail current value terms, with traditional and connected watches seeing a particularly dynamic growth performance. Despite economic uncertainty, consumers were willing to spend on premium and tech-enabled products, driven by a growing number of high-net-worth individuals. Retail value sales are forecast to grow at a CAGR of 1% over the forecast period in current terms. To succeed, brands should focus on sustainable practices, innovative designs, and integration of technology, as consumers prioritise eco-friendly materials, personalisation, and digital engagement. Market polarisation presents opportunities for businesses offering premium or value-driven options.
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Overview:
Understand the latest market trends and future growth opportunities for the Personal Accessories industry in Germany with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Bags and Luggage
- Jewellery
- Watches
- Writing Instruments
If you're in the Personal Accessories industry in Germany, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Personal Accessories in Germany report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Personal Accessories in Germany?
- Which are the leading brands in Personal Accessories in Germany?
- How significant is tourism in determining sales and demand for Personal Accessories in Germany?
- How are COVID-19 and global recession impacting demand for Personal Accessories in Germany?
- In the wake of COVID-19, how soon can Personal Accessories be expected to recover? Where are the opportunities for growth now?
- Where is future growth expected to be most significant?
Personal Accessories in Germany
Premiumisation and tech integration drive value growth amid volume decline
Slowing inflation and cautious consumer spending shape category dynamics
Traditional and connected watches is the largest, with growth driven by connected watches
Sustainability is crucial, with consumers seeking recycled and biodegradable components
AI and tech innovation reshape personal accessories
Sustainable personal accessories set to drive growth
Traditional and connected watches to remain largest category and remain stable
Digital technology and market polarisation expected to become more evident
Leading brands maintain their positions, but changes in share evident
Market polarisation impacts the competitive landscape
Sustainable practices and innovation expected to drive opportunities for brands
Retail offline remains dominant as consumers still value the shopping experience
Retail e-commerce drives growth with convenience and flexibility
COUNTRY REPORTS DISCLAIMER
Bags and Luggage in Germany
KEY DATA FINDINGS
Premiumisation and sustainability drive value growth amid volume stagnation
Value growth despite volume decline as consumers look for luxury and durability
Rimowa's pre-loved luggage platform drives the resale market
Sustainable innovations drive sales of premium products
Gen Z drives demand for personalised and sustainable products
Sustainable practices to drive long-term growth, but competition from resale will continue
Bags to remain the largest category, and see the fastest growth
Resale and rental trends and market polarisation to reshape consumer behaviour
Samsonite, Rimowa and Louis Vuitton maintain their lead through strategic investments
Opportunities for organic growth remain
Offline retail remains dominant as consumers value tactile experiences
Retail e-commerce is the fastest growing distribution channel as technology advances
Jewellery in Germany
KEY DATA FINDINGS
Tech integration and luxury demand drive value growth amid economic caution
Cautious spending habits, although fine jewellery sees a better performance
Technological advancements reshape jewellery design and the shopping experience
Sustainable and tech-driven jewellery redefine the category
Lab-grown diamonds spark innovation in sustainable jewellery design
Fine jewellery set to drive growth as the number of HNWIs continues to rise
Growth will be driven by rising demand for sustainable and ethically sourced pieces
Technology, customisation, and Gen Z anticipated to drive growth
Leading brands maintain dominance through innovation and sustainability
Rising number of HNWIs will offer companies opportunities for growth
Offline retail remains dominant, especially for fine jewellery
Retail e-commerce drives growth with digitalisation
Traditional and Connected Watches in Germany
KEY DATA FINDINGS
Heritage appeal and digital innovation drive strong value growth
Consumers prioritise heritage watches and connected watches
AI drives innovation in watch design and functionality
Gen Z and the evolution of traditional and connected watches
Continued polarisation between high-end traditional watches and smartwatches
Second-hand market and e-commerce set to impact growth
Technological integration will shape consumer preferences
Swatch Group and Apple lead traditional and connected watches with distinct strategies
Market polarisation and strategic divergence in traditional and connected watches
Zepp Health drives innovation with connected watches, and opportunities remain
Offline retail is dominant as purchasers of high-end watches value personalised service
Retail e-commerce drives growth with convenience and flexibility
Writing Instruments in Germany
KEY DATA FINDINGS
Premiumisation and digital transformation drive growth
Premium products and affordability drive sales polarisation
Sustainable and inclusive products gain traction
The shift to AI-enabled writing accelerates
Premium tech-enabled products and budget products to drive sales polarisation
Sustainability and inclusivity expected to shape product design and brand positioning
Digital platforms and AI integration to gain further ground
Faber-Castell and Schneider lead with a strong domestic presence and affordability
Opportunities for growth will remain by focusing on sustainability and technology
Offline retail remains dominant, but loses share to retail e-commerce
Retail e-commerce gains traction due to convenience and wide product range
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Personal Accessories
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- Backpacks
- Business Bags
- Crossbody Bags
- Duffel Bags
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- Non-Luxury Handbags
- Luxury Handbags
- Wallet and Coin Pouches
- Other Small Bags
- Luggage
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- Costume Jewellery
- Fine Jewellery
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- Basic Mechanical Watches
- Mid Mechanical Watches
- High Mechanical Watches
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- Basic Quartz Analogue Watches
- Mid Quartz Analogue Watches
- High Quartz Analogue Watches
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- Basic Quartz Digital Watches
- Mid Quartz Digital Watches
- High Quartz Digital Watches
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- Basic Quartz Analogue Watches
- Basic Quartz Digital Watches
- Basic Mechanical Watches
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- Mid Quartz Analogue Watches
- Mid Quartz Digital Watches
- Mid Mechanical Watches
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- High Quartz Analogue Watches
- High Quartz Digital Watches
- High Mechanical Watches
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- Basic Activity Watch (Analogue)
- Mid Activity Watch (Analogue)
- High Activity Watch (Analogue)
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- Basic Activity Watch (Digital)
- Mid Activity Watch (Digital)
- High Activity Watch (Digital)
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- Basic Smart Wearables
- Mid Smart Wearables
- High Smart Wearables
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- Colouring
- Markers and Highlighters
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- Graphite Pencils
- Mechanical Pencils
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- Ball Point Pens
- Fountain Pens
- Roller Ball Pens
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- Pen Inkwells and Refills
- Pencil Lead Refills
- Other Writing Accessories
Personal Accessories
Personal Accessories refers to a diversified group of personal products including Bags & Luggage, Jewellery, Watches and Writing instruments.
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This report originates from Passport, our Personal Accessories research and analysis database.
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