Welcome to CONKLY-watch accessories manufacturer
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Views: 1 Author: Kell Publish Time: 2025-12-14 Origin: Site
The traditional watch market is undergoing a structural transformation. Under the impact of smartwatches, its role is shifting from a practical timekeeping tool more towards a status symbol, high-end accessory, and investment collectible, demonstrating growth potential in specific areas.
| Dimension | Key Situation and Data | Data Source / Explanation |
|---|---|---|
| Market Size | Total watch and clock consumption in China in 2023 was 130.3 billion RMB, with traditional wristwatches accounting for 62%, a scale of approximately 81.3 billion RMB. | Data from the "2024 JD.com Watch Trend Insight White Paper" jointly released by the China Horologe Association and JD.com. |
| Price & Category Trends | The market shows polarization: increased share of high-end mechanical watches over 30,000 RMB and cost-effective mechanical watches in the 1,000-2,000 RMB range. Swiss watches are moving upmarket, while domestic, Japanese, and Korean brands focus on value. | Coexistence of consumption upgrading and rational consumption. |
| Brand Landscape | The high-end market is dominated by Swiss brands. Domestic brands (e.g., Seagull, Fiyta) are strong in manufacturing, but their brand power and share in the high-end market await breakthrough. | Chinese local brands face the challenge of brand upgrading. |
| Sales Channels | Online penetration is a clear trend. In 2023, the online sales scale of traditional wristwatches was 17 billion RMB, with an online penetration rate of 21%, indicating room for further growth. | The importance of online channels continues to increase. |
The growth of traditional watches primarily stems from the deepening of the following directions:
"Accessorization" and "Scenario-Based" Consumption
Core Shift: The attributes of watches as fashion accessories and scenario-based gifts (e.g., for gifting, matching outfits, exam commemorations) are becoming increasingly prominent.
Market Performance: Watches with fashionable designs, elements of Chinese cultural-chic, and collaborations are favored. High-end couple's watches priced over 10,000 RMB account for nearly 30% of sales, with a continuous rising trend.
Premiumization and Investment-Collection Attributes
Core Trend: High-end watches are regarded by some consumers as "investment pieces" with value preservation and appreciation potential.
Market Performance: The global pre-owned watch market is active, projected to reach a scale of hundreds of billions by 2025. This, in turn, fuels demand in the high-end new watch market.
Technological Innovation and Material Evolution
Product Innovation: While preserving mechanical aesthetics, traditional brands are experimenting with smart features like health monitoring, launching "hybrid watches".
Materials & Sustainability: The use of new materials like ceramics, titanium, lab-grown diamonds, along with sustainable practices such as renewable materials and solar technology, has become a significant selling point.
Differentiated Breakthrough for Domestic Brands
Exploration Paths: Local brands are seeking differentiation by combining precious metals (e.g., gold watches), exploring Chinese cultural IP and traditional craftsmanship (e.g., enamel, mortise-and-tenon joints), and focusing on design innovation.
Sustained Impact from Smartwatches: The popularity of smartwatches among young consumers diverts the market where traditional watches serve as "tools" or "trendy tech gadgets".
Long-Term Nature of Brand Value Building: The deep brand moats established by Swiss brands are difficult to overcome in the short term. Breakthroughs for domestic high-end brands require time and sustained investment.
Generational Shift in Consumer Groups: The consumption concepts and symbolic meanings for the younger generation are changing. Traditional watches need to find new points of value identification.
In summary, the core potential and future opportunities for the traditional watch market lie in fully embracing its attributes as an emotional accessory, cultural carrier, and high-end luxury item, and innovating in products, marketing, and channels.
If you have a more specific interest in the potential of particular segments (e.g., high-end mechanical watches, domestic watch brands, or the pre-owned watch market), I can provide further analysis.
As a professional watch accessories supplier, feel free to contact CONKLY at any time, and we will be available 24/7 to assist you!
