Luxury Timepieces in Sweden

PROSPECTS

Rising tourism levels and a weak krona boost sales of luxury timepieces

Luxury timepieces have always been a status symbol in Sweden. A strong economy and rising disposable incomes have helped to drive sales in recent years.

Swedish women paying more attention to luxury timepieces

In some quarters it is felt that a luxury timepiece is to men what a luxury handbag is to women. Timepieces are considered the number one accessory for men, with longevity being an important factor.

Vintage/pre-owned luxury timepieces are selling well in Sweden

Vintage/pre-owned luxury timepieces continue to grow in importance in Sweden. Leading fashion blogs, such as Manolo.

COMPETITIVE LANDSCAPE

Rolex and Omega continue to lead the way thanks to iconic design and strong brand image

Rolex and Omega were the clear leaders among luxury timepiece brands in Sweden. Both have several iconic designs, a strong brand image and relatively wide distribution, at least compared to other luxury timepiece brands.

Premium and even mid-priced products putting pressure on fashion brands

Fashion brands struggle in the face of strong competition from premium and, to a certain extent, mid-priced options, for example Daniel Wellington, as well as discounting in the category, which puts pressure on prices. The uber-luxury segment, for example brands like Patek Philippe and Audemars Piguet, tends to fluctuate as the number of watches sold each year is limited.

Swedish player Sjöö Sandström consolidates its fourth place

Swedish luxury timepiece brands such as Sjöö Sandström or Halda continue to increase their value sales. The former player in particular has successfully established itself as a strong player, supplying both Volvo Ocean race and the Swedish Armed Forces.

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