Recovering from a strong slump in pandemic-hit 2020, watches in Romania is registering strong growth in 2021, even though a number of shopping centres in counties with high COVID-19 infection rates have been closed for several months. The category that is registering the best growth rates is mid watches, as the Romanian consumer is loyal to very popular brands such as Fossil, which has models at accessible prices as well.
Over the review period, Romanian watches was characterised by increasingly high advertising budgets for the online operations of major retailers and manufacturers. In this regard, influencers play a huge role in attracting new consumers and defining fashion trends in Romania.
Watches continues to be led by international brands in Romania. International brands, particularly Swiss and Japanese brands, lead all the watches categories.
It is expected that most watches will recover to their pre-pandemic sales levels over the forecast period, depending on how Romania’s vaccination programme will evolve. The category that is expected to recover the fastest is high watches (2022), as buyers of these items are usually people whose purchasing power has been less affected by the pandemic compared with other consumers.
E-commerce posted very strong growth in its sales and share in watches in 2020, driven by the lockdown and closure of retail outlets during the March-May period. The online sales and share gains have been largely at the expense of the dominant jewellery and watch specialist retailers distribution channel, which continues to lose share in 2021.
Romanians have much wider knowledge about watches, producers and brands than they used to have, even just a few years ago. Many consumers own more than one model as they pay attention to how to match the right watch with a specific occasion.
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Watches are timekeeping instruments usually worn on the wrist or carried as an accessory in a pocket. Includes wristwatches, pocket watches, and watch jewellery (gemstone-studded watches).See All of Our Definitions
This report originates from Passport, our Traditional Watches research and analysis database.
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