In Q4 2017 – essentially during the last holiday season – market research firm Canalys found that more people bought Apple watches than Swiss watches. Two million more, to be exact. Brian Heater has more data but this news is quite problematic for the folks eating Coquilles St-Jacques on the slopes of the Jura mountains.
The numbers are estimates based on market data but they still point to a trend. In Q1 2016 Apple shipped 1.5 million watches to Switzerland’s 5.9 million. The intervening quarters were about the same until the launch of the Apple Watch 3 in September 2017, just in time for holiday shopping. The boost of a new phone and a new watch at the same time meant a perfect storm for upgraders, driving the total number of Apple Watches sold past the Swiss watch sales numbers.