Affordable watches are leading 2026: what retailers should stock

Accessible watches are the fastest-growing part of the market in 2026: in September, Swiss exports of watches priced under CHF 200 rose 30% and those between CHF 200 and 500 rose 52%, against 11.7% growth overall. Retailers should give more shelf space and open-to-buy to well-known brands in these entry and accessible bands, while keeping the luxury tier tight and the middle band under review.

What the 2026 export numbers show

Swiss watch exports are reported monthly by the Federation of the Swiss Watch Industry (FH). After a difficult 2025, when exports fell 1.7% to CHF 25.6 billion and watches below CHF 500 dropped 4.5%, the pattern in 2026 has turned. September exports reached CHF 2.23 billion, up 11.7% year on year, following gains of 9.1% in August and 9.6% in July. Over the first nine months, exports were up 2.7% at CHF 19.5 billion.

The growth is uneven. In September, the CHF 200-500 band grew 52% and the under-CHF 200 band grew 30%, while watches above CHF 3,000 grew 9.9%. The same shape appeared earlier in the year. In June, CHF 200-500 rose 54.1% and over CHF 3,000 rose 14.2%, while CHF 500-3,000 fell 4.7%. In August, the CHF 500-3,000 band was the only segment to decline.

Why the lower bands are moving

Several forces point the same way. Swiss officials noted that record gold prices and a strong franc pushed retail prices up sharply across markets in 2025, which stretches the gap between luxury and everyday watches. When the top end becomes more expensive, many buyers trade into well-made steel and quartz pieces from recognised names.

Brand activity is also pulling customers in at entry level. Swatch Group reported net sales up 8.5% at constant exchange rates in the first half of 2026, with double-digit growth at Longines, Tissot and Hamilton and what it called robust performance from entry-level and mid-range brands. It said demand for its Royal Pop collaboration far exceeded supply and lifted sales of other collaboration lines.

When luxury prices climb, the customer does not leave the category; they move to a price they can say yes to.

Japanese brands are part of the same story

The shift is not only Swiss. Seiko Group reported watch business net sales of 203.1 billion yen for the year to March 2026, up from 176.0 billion yen, with growth led by its Prospex, Presage and 5 Sports lines and particularly strong results in the United States. For retailers, Japanese brands such as Seiko, Citizen, Orient and Casio sit naturally beside Swiss names like Tissot in the accessible bands, giving a range of movements, styles and price points without relying on one brand.

What this means for your stock mix

There is no single right ratio, because every store has a different customer. But the data supports a few practical moves for the next two seasons:

• Deepen the accessible core. Hold more depth in proven references from recognised brands in the entry and accessible bands, with full size and colour runs on bestsellers.
• Review the middle band. Watches exported between CHF 500 and 3,000 have been the softest segment. Keep the strongest references and cut slow ones rather than buying across the range.
• Keep luxury focused. The top band is still growing, but it ties up the most cash. Buy what you can sell through, not what fills a display.
• Balance quartz, automatic and digital. Steel sports, dress and digital models serve different customers at similar prices.
• Watch sell-through, not just margin. A faster-turning accessible model often earns more over a year than a slow premium piece.

Gifting seasons in the Gulf

In the UAE and wider Gulf, gifting drives a large share of watch sales, and accessible pieces from known brands are easy gifts to choose. The UAE was one of the few Swiss export markets to grow in 2025, up 3.5%, and Saudi Arabia rose 8.9%. Swatch Group also reported 41% sales growth in Saudi Arabia in the first half of 2026.

The UAE Astronomy Centre expects Ramadan 2027 to begin around 8 February, with Eid Al Fitr around 9 or 10 March, subject to moon sighting. Gift stock for that period needs to be ordered, documented and on shelf well before Ramadan starts.

1. Now to December: confirm year-end needs and draft the Ramadan and Eid range by price band.
2. December to early January: place orders for bestsellers and gift sets, allowing time for shipping and customs.
3. From late January: stock on shelf, with gift-ready packaging and clear price points.

How we can help

We are an independent watch sourcing company in Dubai, working for retailers, wholesalers and other trade buyers. We are not an authorised distributor of any brand. Send us the model references, quantities and destination market you need across brands such as Tissot, Seiko, Citizen, Orient, Casio, Rado or Longines. We check availability through verified trade channels, confirm product details and images, and issue a written offer with the documents that apply, subject to availability. If you are comparing supply options, our guide on manufacturers, distributors, wholesalers and sourcing agents explains the differences. To plan your Ramadan and Eid range, send an inquiry or email info@dotmeinternational.com.

Questions buyers ask