COMPETITIVE LANDSCAPE
Rolex maintains lead as market polarisation affects shares
The traditional and connected watches market in Italy is relatively concentrated, with the main luxury players holding significant shares. In 2025, Rolex was the top brand with a 22% value share, followed by Patek Phillipe with 6% and Apple Watch with 4%.
New collaborations and product launches drive differentiation
No mergers or acquisitions occurred in 2025, but notable product launches and collaborations took place. Breil partnered with the Italian State Police to launch the Police-branded Chrono Sport Titanium watch, featuring a carbon fibre dial, titanium case, and blue luminous indexes honouring Police uniforms.
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Overview:
Understand the latest market trends and future growth opportunities for the Traditional and Connected Watches industry in Italy 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 Italy, 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 Italy 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 Italy?
- Which are the leading brands in Traditional and Connected Watches in Italy?
- How significant is tourism in determining sales and demand for Traditional and Connected Watches in Italy?
- How are COVID-19 and global recession impacting demand for Traditional and Connected Watches in Italy?
- 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 Italy - Category analysis
KEY DATA FINDINGS
Mixed and polarised market performance amid economic uncertainty in Italy
Consumers prioritise essential spending amid economic uncertainty
Automatic movement watches see design innovation
Mid-range brands produce premium watches as the market polarises
Luxury watchmakers set to embrace sustainability and online sales
Traditional watches to remain relevant, despite economic uncertainties
Resale market expected to grow as specialised online trading platforms expand
Innovative capabilities with vintage design elements likely to drive “collectable” sales
Innovation and sustainability to drive future growth
Rolex maintains lead as market polarisation affects shares
New collaborations and product launches drive differentiation
Jewellery and watch specialists dominate offline sales landscape
Luxury brand Bvlgari invests in dedicated watch boutique
Personal Accessories in Italy - Industry Overview
Market polarisation defines Italy's personal accessories market in 2025
Luxury purchases drive value growth despite economic uncertainty
Jewellery records highest growth and leads value sales
Market polarises amid economic uncertainty
Sustainability expectations drive design and production innovation
AI and technology innovation provides competitive advantage
Luxury demand set to drive interest in personal accessories
Resale market expected to grow personal accessories market in Italy
Sustainability to lead to investment into natural materials and recycling
AI, data analytics and technological innovation to shape industry future
Rolex and Richemont maintain lead with luxury focus
Market stability offers opportunities
Leisure and personal goods specialists lead offline retail sales
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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