COMPETITIVE LANDSCAPE
Rolex capitalises on exclusivity, while connected watch brands offer hybrid models
Traditional and connected watches in Australia remains concentrated among key players. In 2025, Apple Computer Australia Pty Ltd held a 27% retail value share, followed by Garmin Australasia Pty Ltd with 10%, and Swatch Group (Australia) Pty Ltd with 9%.
The Hour Glass moves to consolidate Australian luxury watch segment
In 2025, many notable products were launched by Adina Watches, an Australian watch-making company. These launches included an automatic GMT, a sports diver's watch, a tide model for aquatic enthusiasts, and diamond-set variants in the Kensington collection, underscoring the brand's commitment to blending traditional craftsmanship with modern innovation.
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Overview:
Understand the latest market trends and future growth opportunities for the Traditional and Connected Watches industry in Australia 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.
If you're in the Traditional and Connected Watches industry in Australia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Traditional and Connected Watches in Australia 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 Traditional and Connected Watches in Australia?
- Which are the leading brands in Traditional and Connected Watches in Australia?
- How significant is tourism in determining sales and demand for Traditional and Connected Watches in Australia?
- How are COVID-19 and global recession impacting demand for Traditional and Connected Watches in Australia?
- In the wake of COVID-19, how soon can Traditional and Connected Watches be expected to recover? Where are the opportunities for growth now?
- Where is future growth expected to be most significant?
Traditional and Connected Watches in Australia - Category analysis
KEY DATA FINDINGS
Luxury mechanical brands and connected smartwatch brands drive growth
Rolex capitalises on market polarisation, while the market slows down
Connected watches dominate the market, driven by tech innovation
Market polarisation expected to drive diversification of pricing strategies
Consumer focus on health- and eco-consciousness set to shape product design
Rolex capitalises on exclusivity, while connected watch brands offer hybrid models
The Hour Glass moves to consolidate Australian luxury watch segment
E-commerce drives sales growth with convenience and variety
The Australian market evolves due to innovation by several emerging brands
Spacetalk highlights AI-enhanced product functionality in connected watches
Personal Accessories in Australia - Industry Overview
EXECUTIVE SUMMARY
Economic pressures and consumer preferences deepen market polarisation
AI-enhanced personal accessories reshape the Australian market
Increased tourism in Australia boosts travel gear sales across consumer segments
Polarisation set to deepen, widening the gap between affordable and luxury brands
Sustainability and AI enhancements expected to drive business innovation
While top brands maintain their lead, Erebus Watches gains traction
Jewelers Mutual Group gains competitive edge by acquiring Jewellers Loop
Retail e-commerce continues to gain popularity
Luxury brands expand their networks, while The Volte launches rental platform
Country Reports Disclaimer
The following categories and subcategories are included:
Traditional and Connected Watches
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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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Why buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Traditional and Connected Watches research and analysis database.
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