News · 19 October 2026
Swiss watch exports 2026: what August says about luxury
The Federation of the Swiss Watch Industry's August figures show growth in most big markets, a sharp drop in the United States and a jump in France that the federation itself asks you to read with care. Here's what the numbers mean if you're thinking about a career in luxury brands.
Swiss watch exports rose 9.1% in August 2026, to 1,789.2 million francs.[1] From January to August 2026 they reached 17,240.7 million francs, 1.7% more than a year earlier.[3] The United States is still the industry's biggest market, and exports there fell 19.4% in August.[2][3] The September figures come out on 20 October 2026.[5]
If you're thinking about a career in luxury brands, these monthly numbers are worth learning to read. They're also easy to misread.
How did Swiss watch exports do in August 2026?
August brought one milestone, at least on paper: the twelve-month moving average turned positive for the first time in two years.[1] The Federation of the Swiss Watch Industry adds its own caveat. August 2026 had one more working day than August 2025.[1]
Wristwatches made up 1,704.5 million francs of the total (+8.6%), about 1.09 million pieces (+9.5%).[1] Every material group grew in value: gold-and-steel watches by 20.1%, precious metal by 6.9%, steel by 2.8%.[1] By export price, watches under 200 francs rose 13.3% and those over 3,000 francs 10.2%. Only the band from 500 to 3,000 francs slipped, by 0.9%.[1]
Exports fell for a second year running in 2025, by 1.7% to about 25.6 billion francs, and the federation's outlook in January was cautious: "At best, 2026 should remain steady".[4] Eight months in, the year is running 1.7% ahead.[3]
Which markets grew and which fell?
Here are selected markets, in million francs, for August and for the year so far:[2][3]
| Market | August 2026 | Change | January-August 2026 | Change |
|---|---|---|---|---|
| United States | 197.5 | -19.4% | 3,078.1 | -8.3% |
| United Kingdom | 164.7 | +46.1% | 1,197.1 | +10.5% |
| France | 157.3 | +113.5% | 1,430.8 | +73.6% |
| Japan | 135.8 | +22.1% | 1,214.8 | +0.2% |
| China | 133.5 | +15.8% | 1,116.6 | -4.8% |
| Hong Kong | 117.6 | +1.4% | 1,177.4 | +2.7% |
| Singapore | 116.1 | +8.5% | 1,091.8 | +2.9% |
| Germany | 103.3 | +34.0% | 791.8 | -3.7% |
| United Arab Emirates | 82.8 | +6.1% | 819.1 | +1.3% |
| Italy | 43.3 | -40.4% | 602.7 | -11.8% |
| India | 34.2 | +40.2% | 231.9 | +31.7% |
| World | 1,789.2 | +9.1% | 17,240.7 | +1.7% |
One month isn't a trend. China grew 15.8% in August but is still 4.8% down for the year, and Japan's 22.1% jump in August leaves it flat since January.[2][3] Several markets got a lift from a favourable base effect: they're being compared with a weak August 2025.[1] The US fell even with an easy comparison month.[1] India is still a small market, but it's up 31.7% this year.[3]
Why should you read the France figure with care?
France more than doubled in August and is now the second-largest market for the year, up 73.6%.[2][3] The federation itself warns that the European Union results need careful reading, because France's unusual position may come at the expense of other markets in the region.[1]
There's a second catch. These are export figures, not sales to end consumers, and the two can differ.[5] A strong month tells you what left Switzerland, not what people bought in shops.
What does this mean for a career in luxury?
First, luxury is about markets as much as products. In the same month, exports to the United Kingdom rose 46.1% and exports to the United States fell 19.4%.[2] Work on a brand and part of your job is telling real demand apart from noise: a calendar effect, a weak comparison month, a shift between neighbouring countries.
Second, you can see positioning in the data. In August every price band grew except 500 to 3,000 francs, and the biggest gains came at the bottom and the top.[1] Which band a brand defends, and in which market, is a strategy question, not a design one.
Third, be realistic about jobs. Employment in the Swiss watch industry fell 1.3% in 2025, going by the employers' association survey the federation quotes.[4] Luxury careers take years to build. Don't count on a hiring wave.
Where does an MBA in luxury brand management fit?
Our MBA with Specialisation takes one year, full time, in Lucerne, and Luxury Brand Management is one of its seven specialisations.[6] The first semester is eight core modules of 15 credits each, among them Strategic Marketing and Data Analytics, Strategic Global Business Management, and Finance and Accounting for Informed Decisions.[6] In the second, you write an independent research project or do a business consultancy tied to your specialisation, with an optional six-month internship or a return to full-time work.[6] With Luxury Brand Management, that project is written inside the specialisation, on a luxury-brand question. It isn't a promise of a job at a watch brand.
You need an undergraduate degree in any discipline and IELTS 6.0 or equivalent. BHMS and Robert Gordon University in Aberdeen, UK, award the MBA together, and the year costs CHF 44,700, including shared accommodation and meals for 24 weeks.[6] Intakes are in November and February only; the next two are November 2026 and February 2027.[6]
What comes next?
The federation publishes September's figures on 20 October 2026, October's on 19 November and November's on 17 December.[5] Two things to watch: the US line, and whether France's jump lasts.
If you're weighing a November or February start, the MBA with Specialisation page has the full structure and fees. After that, read our guide to the luxury brand management route.