The global watch and jewellery industry continues to navigate a complex landscape shaped by economic uncertainty, shifting consumer behavior, and evolving distribution models. Yet, despite these headwinds, the sector remains remarkably resilient—driven by craftsmanship, heritage, and a growing global appetite for meaningful objects.
A Market Defined by Resilience
According to recent data from Francéclat, the French watchmaking and jewellery sector demonstrated steady growth in 2025:
- Total sales in France reached €5.9 billion, up +1% year-over-year
- Watchmaking exports reached €2.87 billion, up +2%
- Jewellery exports climbed to €8.61 billion, marking a +5% increase
Mechanical watches remain a key value driver, representing over 73% of export value in watchmaking—a clear signal that traditional horology continues to dominate the high-end segment.
Meanwhile, the French domestic market has stabilized at a significantly higher level than pre-pandemic years, growing from approximately €4 billion in 2019 to nearly €6 billion today.
A Shift in Distribution and Consumer Behavior
- Physical retail is rebounding and helping drive overall market growth
- Non-store retail declined sharply (-18%), signaling a return to experiential purchasing
- Specialized retailers continue to lead across high-street and luxury locations
This reinforces a critical industry truth: watches are not just products—they are emotional purchases, often tied to milestones, achievements, and personal identity.
The Globalization of Production & Trade
- Switzerland now acts as a major logistics hub, accounting for 21% of French watch exports and 39% of jewellery exports
- Europe remains a key market, with countries like Spain, Italy, and Germany leading watch distribution
- The United States, China, and Hong Kong continue to play important roles in jewellery demand, despite recent volatility
Main Destinations For French Watch Exports
At the same time, rising precious metal prices are reshaping product strategies and pricing across the industry: gold +38%, silver +35%, and platinum +27%.
The Role of Content, Discovery, and Trust
Discoverability and trust are now as important as the product itself.
Consumers today are overwhelmed with choices. They are no longer simply buying a watch—they are researching, comparing, learning, and seeking validation before making a decision.
This is where platforms like WatchDNA.com come into play.
WatchDNA — Building the Infrastructure of Watch Discovery
Created with the mission to Educate, Entertain, and Connect, WatchDNA is positioning itself not as an e-commerce platform, but as a global directory and content ecosystem for the watch industry.
400+ Brands
A growing directory of watch brands from across the global industry.
850+ Dealers
A global store locator helping users connect with authorized retailers.
22+ Contributors
Industry voices from respected publications including Forbes, GQ, and Hodinkee.
In a fragmented market, WatchDNA acts as a bridge between brands, retailers, media, and collectors—helping users navigate the complexity of the watch world with clarity and confidence.
Looking Ahead
- Heritage meets digital discovery
- Physical retail coexists with global content ecosystems
- Data, storytelling, and trust increasingly shape purchasing decisions
While the products themselves remain timeless, the way consumers discover and connect with them is evolving rapidly.
In this new landscape, platforms that organize information, elevate storytelling, and connect the ecosystem—like WatchDNA—are not just valuable. They are becoming essential.
