COMPETITIVE LANDSCAPE
Apple leads a fragmented watch market
The traditional and connected watches industry in Sweden remained fragmented in 2025, with a mix of international luxury brands, global connected leaders and domestic budget players. Apple maintained a significant presence with a 15% share, followed by Garmin Nordic Sweden with 11%, and Swatch Group (Nordic) with 6%.
Market polarisation affects brand shares
Market polarisation in Sweden’s watch industry became more pronounced in 2025, as growth clustered around affordable connected watches at one end and luxury timepieces at the other. Younger consumers, particularly Gen Z and Millennials, continued to embrace smartwatches for health and wellness tracking, boosting sales of entry-level connected devices, while further eroding demand for mid-priced analogue and quartz models.
No mergers or acquisitions, but opportunities abound
There were no notable mergers or acquisitions in 2025 or anticipated in 2026. However, the industry saw opportunities arising from the trend of market polarisation, under which growth clustered around affordable connected watches and luxury timepieces.
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Overview:
Understand the latest market trends and future growth opportunities for the Traditional and Connected Watches industry in Sweden 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 Sweden, 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 Sweden 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 Sweden?
- Which are the leading brands in Traditional and Connected Watches in Sweden?
- How significant is tourism in determining sales and demand for Traditional and Connected Watches in Sweden?
- How are COVID-19 and global recession impacting demand for Traditional and Connected Watches in Sweden?
- 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 Sweden - Category analysis
KEY DATA FINDINGS
Connected watches with advanced health and wellness features helping drive growth
Apple drives growth with innovative health features
Resale market sustains demand for luxury timepieces
AI and tech innovation boosts connected watches sales
Connected watches drive growth with health features
Luxury resale market expands with digital platforms
Omnichannel strategies and sustainability will shape the future
Apple leads a fragmented watch market
Market polarisation affects brand shares
No mergers or acquisitions, but opportunities abound
Omnichannel strategies drive sales through multiple channels
Retail e-commerce continues making gains in watch sales
Emerging trends and retail concepts to watch
Personal Accessories in Sweden - Industry Overview
Lifestyle shifts and recovery in travel help drive positive current value growth
Travel recovery helps drive personal accessories growth
Watches most dynamic, bags and luggage also seeing strong growth
Affordable luxury resale gains traction in Stockholm
Luxury resale gains traction among younger consumers
Connected watches drive growth with health and wellness focus
Sustainability and technology integration shape future trends
Fragmented market with polarisation between luxury and budget segments
No significant mergers or acquisitions in 2025
Market polarisation deepens, favouring budget and luxury
In-store retail leads distribution with strong specialist chains
E-commerce grows with rise of resale and omnichannel retail
Online resale platforms capitalise on demand for luxury goods
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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