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Luxury Timepieces in
Italy

Country Report

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Executive Summary

Feb 2019
PROSPECTS
Premiumisation is set to impact luxury timepieces

Luxury timepieces showed a healthy performance in 2018, and is expected to maintain solid current value growth over the forecast period. The more favourable economic climate is set to support domestic demand, with an increasing number of Italians expected to trade up to higher-value offerings, which will lead to a higher level of premiumisation within the category.

Women’s luxury timepieces outperforms men’s luxury timepieces

Men are the key buyers of luxury timepieces, regarding these objects as one of the most desired luxury items and as a symbol of prestige and success. Men generally purchase technologically-enhanced timepieces which are in the high price bracket, considering low-priced watches as inferior in quality; a tendency resulting in a higher unit price compared with women’s luxury timepieces.

The growing importance of millennials

Millennials are set to become increasingly important consumers of luxury timepieces, and will present different preferences and shopping habits compared with baby boomers and generation X consumers. Millennials will demand accessibility in terms of price and in the way luxury timepieces brands present themselves, both digitally and in terms of store-based shopping experiences that encourage discovery.

COMPETITIVE LANDSCAPE
Rolex Italia continues to lead

Rolex Italia continued to be the absolute leader in luxury timepieces in Italy in value terms in 2017, thanks to its Tudor brand, and above all thanks to its Rolex brand, which remains synonymous with luxury timepieces with classical and ambitious style. Rolex recorded double-digit value growth in 2017.

Swiss players remain synonymous with excellence

The competitive landscape in luxury timepieces in Italy was quite fragmented in value terms in 2017, with international brands occupying the top rankings, as “Made in Switzerland” is associated with the highest quality, expertise and precision by consumers in Italy. The second major player in 2017 was Cie Financière Richemont, thanks to its wide portfolio of luxury timepieces brands, including Swiss brands such as IWC, Cartier, Vacheron Constantin, Jaeger-LeCoultre and Officine Panerai.

The Swatch Group sees a better performance in 2017

Meanwhile, The Swatch Group ranked third in luxury timepieces in Italy in 2017, operating with its luxury Longines and Omega brands, positioned in second and third positions, respectively. After a less enthusiastic performance in 2016, The Swatch Group showed mild growth in 2017, which was mainly driven by the positive performance of Longines, which benefited from its refined and classical positioning, and in particular from trendy collections such as the Heritage and Master Collections.

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Luxury Timepieces in Italy

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Overview

Discover the latest market trends and uncover sources of future market growth for the Luxury Timepieces industry in Italy with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Luxury Timepieces industry in Italy, our research will save you time and money while empowering you to make informed, profitable decisions.

The Luxury Timepieces in Italy market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Luxury Timepieces in Italy?
  • What are the major brands in Italy?
  • How dynamic is the growth of Luxury Timepieces internet sales?
  • What is driving growth?

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 function

Luxury Timepieces in Italy - Category analysis

HEADLINES

PROSPECTS

Premiumisation is set to impact luxury timepieces
Women’s luxury timepieces outperforms men’s luxury timepieces
The growing importance of millennials

COMPETITIVE LANDSCAPE

Rolex Italia continues to lead
Swiss players remain synonymous with excellence
The Swatch Group sees a better performance in 2017

CATEGORY DATA

Table 1 Sales of Luxury Timepieces by Category: Value 2013-2018
Table 2 Sales of Luxury Timepieces by Category: % Value Growth 2013-2018
Table 3 NBO Company Shares of Luxury Timepieces: % Value 2013-2017
Table 4 LBN Brand Shares of Luxury Timepieces: % Value 2014-2017
Table 5 Distribution of Luxury Timepieces by Format: % Value 2013-2018
Table 6 Forecast Sales of Luxury Timepieces by Category: Value 2018-2023
Table 7 Forecast Sales of Luxury Timepieces by Category: % Value Growth 2018-2023

Luxury Goods in Italy - Industry Overview

EXECUTIVE SUMMARY

Healthy growth in luxury goods in Italy is driven by experiential luxury
Recovering domestic demand and steady international expenditure
Automotive and domestic fashion designer brands lead in Italy
Internet retailing continues to grow as consumers seek omnichannel experiences
Luxury goods is expected to record solid growth in the forecast period

MARKET INDICATORS

Table 8 Number of High Net Worth Individuals (HNWI): 2013-2018

MARKET DATA

Table 9 Sales of Luxury Goods by Category: Value 2013-2018
Table 10 Sales of Luxury Goods by Category: % Value Growth 2013-2018
Table 11 Inbound Receipts for Luxury Goods by Country of Origin: Value 2013-2018
Table 12 NBO Company Shares of Luxury Goods: % Value 2013-2017
Table 13 LBN Brand Shares of Luxury Goods: % Value 2014-2017
Table 14 Distribution of Luxury Goods by Format and Category: % Value 2018
Table 15 Forecast Sales of Luxury Goods by Category: Value 2018-2023
Table 16 Forecast Sales of Luxury Goods by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources