Watches in Sweden

PROSPECTS

Daniel Wellington continues to perform well

The key factor behind the continued success of Daniel Wellington is its strong knowledge and effective targeting of its customer base. The company’s main clientele is millennials, who are still in the early stages of their careers and generally lack the disposable income to support luxurious purchases.

Wide range of new products launches following success of Daniel Wellington

Daniel Wellington is one of the most successful start-ups in Europe, posting worldwide profits of close to SEK1 billion in 2016, just five years after being launched. Consequently, many new Swedish brands are now emerging in a bid to replicate this success.

Timing is everything when it comes to success

Over the last couple of years, Swedish consumers have become more interested in accessories, with watches posting strong growth. Watches have become trendier, thus contributing to positive growth in all areas.

COMPETITIVE LANDSCAPE

Swatch Group continues to outperform Daniel Wellington

Swatch Group continues to lead watches sales, although Daniel Wellington has increased its sales enormously over the past three years. Nevertheless, the price difference between brands from Swatch Group and Daniel Wellington mean that the former does not need to increase demand to the same extent to boost value sales.

Swiss watch exports decrease

Swiss watch makers continue to struggle, with sales and exports to Sweden decreasing in 2018. In the medium price segment, this can be attributed to increased competition and price pressure.

Growing internet retailing sales

In addition to Daniel Wellington, websites such as uret.se are also helping to boost internet retailing sales within watches.

Files are delivered directly into your account within a few minutes of purchase.