Not the best day for clas­sics.

Researchers from strat­e­gy ana­lyt­ics pub­lished a report on sales in the wrist­watch mar­ket. In the last quar­ter of 2015, ship­ments of smart­watch­es in the glob­al mar­ket amount­ed to 8.1 mil­lion units (this is growth in 316% on an annu­al­ized basis). The same fig­ure for Swiss mechan­i­cal coun­ter­parts is 7.9 mil­lion units.

The pop­u­lar­i­ty of new prod­ucts is grow­ing rapid­ly in North Amer­i­ca, West­ern Europe and Asia. In the glob­al smart­watch mar­ket in Q4 2015, the share of Apple Watch was 63%. In sec­ond place is Sam­sung with a mar­ket share of 16%. Con­sumers choose Apple and Sam­sung prod­ucts in every 8 out of 10 sales cas­es.

Cliff Raskind, Direc­tor of Strat­e­gy Ana­lyt­ics

Until now, Switzer­land has been the world watch mar­ket leader, but in the fourth quar­ter of 2015, its mar­ket share decreased by 5% com­pared to the same peri­od in 2014. Sales of Swiss time­pieces have slowed and brands like Swatch are active­ly look­ing for new ways to improve sales. Neil MostonCEO of Strat­e­gy Ana­lyt­ics, cred­it­ed the decline in sales to the pop­u­lar­i­ty of smart­watch­es.

Rep­re­sen­ta­tives of the Swiss watch indus­try lit­er­al­ly hid their heads in the sand in the hope that smart­watch­es would sim­ply dis­ap­pear. As a result, brands like TAG Heuer own just 1% of the smart­watch mar­ket in Q4 last year. The Swiss in this mar­ket are hard to keep up with the prod­ucts of Apple, Sam­sung and oth­er lead­ers in the pro­duc­tion of wear­able gad­gets.

Neil Moston

The Con­nect­ed mod­el from TAG Heuer, which the ana­lyst is talk­ing about, went on sale in Novem­ber last year. This is an Android Wear gad­get in the lux­u­ry cat­e­go­ry, with a cost of $1500. The Euro­pean man­u­fac­tur­er does not leave hope to return Con­nect­ed cus­tomers to the true path — to a mechan­i­cal watch. They are invit­ed to switch back to the mechan­i­cal ver­sion of the chronome­ter from TAG Heuer in a cou­ple of years, exchang­ing a used smart gad­get for it for an addi­tion­al $1,500.

New Data from Strat­e­gy Ana­lyt­ics Con­firms Research Find­ings Jupiter Researchpub­lished last month. Accord­ing to Jupiter Research, over half of smart­watch­es sold in 2015 are Apple Watch­es. But there is no exact infor­ma­tion on sales of this device, as the Cuper­ti­no-based com­pa­ny prefers to keep the details of the sup­ply of its smart­watch­es secret.

While the Swiss are think­ing about how to solve the prob­lem, the world is wait­ing for the release of a new gen­er­a­tion of Apple Watch. The release is expect­ed in the sec­ond quar­ter of this year. The pre­sen­ta­tion should take place dur­ing the offi­cial event in March. [ai]