COMPETITIVE LANDSCAPE
Swatch Group extends its lead amidst market polarisation
Traditional and connected watches in Spain remains relatively concentrated, with the top players accounting for a third of retail value sales. In 2025, Swatch Group España SA led with a 17% retail value share, followed by Rolex España SA with 10%, and Apple Computer España SA with 5%.
No significant mergers or acquisitions, or new entrants in 2025
There were no significant mergers or acquisitions in 2025 or anticipated in 2026, and no notable emerging companies. This stability in the competitive landscape suggests that the leading companies are likely to maintain their positions through innovation and brand management rather than through consolidation.
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Overview:
Understand the latest market trends and future growth opportunities for the Traditional and Connected Watches industry in Spain 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 Spain, 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 Spain 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 Spain?
- Which are the leading brands in Traditional and Connected Watches in Spain?
- How significant is tourism in determining sales and demand for Traditional and Connected Watches in Spain?
- How are COVID-19 and global recession impacting demand for Traditional and Connected Watches in Spain?
- 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 Spain - Category analysis
KEY DATA FINDINGS
Rising number of HNWIs contributes to continued growth
Some people prioritise experiences over purchases of luxury goods, but opportunities remain
Sales in the largest category driven by established consumer preferences
Heritage designs with discreet technology gain popularity
Technology to drive growth through hybrid watch designs
Connected watches set to outpace traditional watches in terms of growth
Social media and sustainability to influence trends
Swatch Group extends its lead amidst market polarisation
No significant mergers or acquisitions, or new entrants in 2025
E-commerce gains ground as consumers seek value for money, but offline retail dominates
Tech innovations drive health and sports-related innovations
Personal Accessories in Spain - Industry Overview
Economic factors drive trading down, although affordable luxury also popular
An increasing number of consumers trade down to fast fashion and affordable luxury
Writing instruments performs well in volume terms due to social media and mental health
Influencers drive sales and shape product trends
E-commerce, social media, and greater consumer confidence expected to drive sales
Writing instruments set to remain the largest personal accessories category in volume terms
Social media influencers to shape trends and drive sales
Established brands maintain their lead due to solid reputation and consumer loyalty
Smaller local brands gain ground through social media
Offline retail continues to dominate personal accessories
Retail e-commerce drives up its share of personal accessories
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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