Apple dominated headlines this 12 months by turning into the very best promoting watch maker in the world, outselling all Swiss watch makers (when it comes to revenue). For a watch that started off four years back, this is an unparalleled feat. Trouble is brewing for the Swiss watch trade though; sales are dropping, demand is shrinking and watch innovations have not kept up with time. These signs portend robust days ahead. A disruptive reckoning is on the cards for the Swiss watch industry. Though, this wont the primary time they’re going through a crisis. The Swiss watch business survived an analogous wave in the 70’s with the introduction of quartz watches. Can they survive this one too?
Reports from IDC mark Apple because the king of watchmaking. Q3 2017 marked a historic point the place Apple pipped Rolex to take the crown in terms of revenue. To put things in perspective, an Apple watch 4 retails at $600 while a median Rolex commands $6000 for an computerized mechanical watch. Business estimates peg revenues for Rolex at $5B & Apple at $5.4B, annually. All this while Apple watch sales are rising upwards while the Swiss trade is going through a major downturn. Swiss exports fell 10% in FY18 which adopted an identical pattern within the final 4 years.
And they don’t seem to be taking it well.
Swiss watch trade incumbents have usually taken a ham handed method to disruptive competition. Just take a look at Tag Heuer, potence pour l’horlogerie whose CEO Jean-Claude Biver first dismissed the Apple watch as a information bracelet and then a 12 months later rushed into a partnership with Google to get one out anyway. As of Sep 2018, Jean-Claude Biver is now in a non executive operational position because of well being reasons. Steve Ballmer moment for the watch industry.
To understand watches and its stints with disruption you should understand the history of watch making. At the turn of the 20th century, Swiss watches have been recognized to be an inferior low value knockoff of British and German watches. They have since then come a protracted way.
Textbook disruption is available in waves. The first wave is all the time new category creation. In this case, the wrist watch was the aha second that married ingenuity and convenience. The second wave is always of scale, where you’re taking the product and solve the dimensions & distribution problem. Industrialization/mass production is always the reply to this. The final one is twin forked — you see a bit of the market commoditized with low cost items until they’re ultimately distrupted by a new category; and another the place prices maintain rising and goal a distinct segment market and finally change into disrupted.
THE ERA OF WRIST WATCHES
The primary wave of disruption got here in the measurement of the devices. Timekeeping equipment was at first a big box with just a few gears, springs and coils. With passing time, there was a robust client have to “take time with them”. Watches naturally discovered their manner house on the wrist. You see this pattern all over the place — from automobiles to computers. Big to small.
Watchmaking, specifically in miniature varieties began with the Germans who had designed smaller verisons of large timekeeping pieces and wore them as pin-up dress accessories. This was expanded by means of horological innovations of the Dutch, Germans, people moving to Swiss fleeing French persecution & a period of British industry. Watches in your wrist, as intuitive as it’s to us now, was not commonplace within the 18th century.
While the British & Germans have been all about accuracy, it took Breguet, a Swiss watch maker, to design the first wristwatch, or watches as we know it now. The decrease in size meant that watchmaking turned a miniature art-type that needed precise tools & finishing. This beckoned the era of wristwatches.