COMPETITIVE LANDSCAPE
Swatch Group and Apple lead traditional and connected watches with distinct strategies
Although multiple players compete for share, traditional and connected watches in Germany is moderately concentrated. In 2025, the top manufacturers by retail value share were Swatch Group (Deutschland) GmbH with 16%, Apple GmbH with 10%, and Rolex Deutschland GmbH also with 10%.
Market polarisation and strategic divergence in traditional and connected watches
Persistent economic uncertainty in Germany has polarised traditional and connected watches, widening the disparity between resilient luxury heritage brands and basic, entry-level timepieces. While traditional prestige labels maintain stability, the mid-market faces pressure from tech-driven connected watchmakers.
Zepp Health drives innovation with connected watches, and opportunities remain
Zepp Health is identified as an emerging company performing well in connected watches in Germany, with innovative health and wellness features and strategic marketing positioning. Moving forward, the opportunities for growth for players in traditional and connected watches include investment in digital technologies and innovative product features, as well as collaborations with resale platforms to offer certified pre-owned timepieces.
Delivery:
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Overview:
Understand the latest market trends and future growth opportunities for the Traditional and Connected Watches 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.
If you're in the Traditional and Connected Watches 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 Traditional and Connected Watches 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 Traditional and Connected Watches in Germany?
- Which are the leading brands in Traditional and Connected Watches in Germany?
- How significant is tourism in determining sales and demand for Traditional and Connected Watches in Germany?
- How are COVID-19 and global recession impacting demand for Traditional and Connected Watches in Germany?
- 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 Germany - Category analysis
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
Personal Accessories in Germany - Industry Overview
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
The following categories and subcategories are included:
Traditional and Connected Watches
-
-
-
- Basic Mechanical Watches
- Mid Mechanical Watches
- High Mechanical Watches
-
- Basic Quartz Analogue Watches
- Mid Quartz Analogue Watches
- High Quartz Analogue Watches
-
- Basic Quartz Digital Watches
- Mid Quartz Digital Watches
- High Quartz Digital Watches
-
-
-
- Basic Quartz Analogue Watches
- Basic Quartz Digital Watches
- Basic Mechanical Watches
-
- Mid Quartz Analogue Watches
- Mid Quartz Digital Watches
- Mid Mechanical Watches
-
- High Quartz Analogue Watches
- High Quartz Digital Watches
- High Mechanical Watches
-
-
-
-
-
- Basic Activity Watch (Analogue)
- Mid Activity Watch (Analogue)
- High Activity Watch (Analogue)
-
- Basic Activity Watch (Digital)
- Mid Activity Watch (Digital)
- High Activity Watch (Digital)
-
- Basic Smart Wearables
- Mid Smart Wearables
- High Smart Wearables
-
-
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.
NEW REPORT GUARANTEE
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!