Watches in Turkey

2021 DEVELOPMENTS

Deep discounts boost the recovery for high mechanical and high quartz analogue watches

In 2020, watches was negatively impacted by the COVID-19 pandemic and as a result current value and volume sales dropped. The main reason for this was due to the financial repercussions of the pandemic which led many consumers to economise and prioritise more essential items.

Postponed product launches expected to be released in 2021

Global brands will retain their strong positions in watches in Turkey in 2020, largely distributed by local companies, such as Saat ve Saat, which will remain the leading player in watches in 2020. Major brands will also continue to collaborate with celebrities in Turkey in 2021, with these types of activities gaining pace.

2021 sees a more stable year in terms of the supply chain

Despite the financial repercussions of the COVID-19 pandemic, affordable luxury will continue to become more popular as an option within luxury watches in 2021. To attract value-conscious affluent shoppers, traditional luxury watch brands launched new, affordable, entry-level models.

PROSPECTS AND OPPORTUNITIES

Watches continues to see improved volume sales; however, a full recovery is not expected until 2025

Watches will see continued improvements in terms of volume growth rates over the forecast period as economic conditions begin to stabilise after the COVID-19 pandemic. However, a full recovery is not expected until the end of the forecast period as cash-strapped consumers will continue to prioritise more essential items for some time.

E-commerce continues to gather pace as smartphone penetration increases

Many consumers like to inspect watches closely prior to purchase, and this has traditionally supported the strong position of leisure and personal goods specialist retailers in sales of watches. However, as Turkish consumers live increasingly hectic lifestyles, e-commerce not only offers high levels of convenience and security due to its contactless shopping model in the COVID-19 era, the low prices and wide variety of watches on offer through e-commerce also supported the sales boom for the channel in 2020.

Traditional watch brands launch affordable models to cater to value-conscious affluent consumers

Over the forecast period, watches in Turkey will continue to be dominated by global producers, but will be distributed by local companies. Moreover, as the financial repercussions of the COVID-19 pandemic continue, economy watches will be on the rise.