The Apple Watch outsold the entire Swiss watch industry in 2019.

The Apple Watch sold 31 million units worldwide, while all Swiss watch brands combined sold 21 million units, according to research from consulting firm Strategy Analytics.

Analysts are divided on whether this spells trouble for the Swiss watch industry, with some saying the end is near. Others point out that the mechanical watches certified in Switzerland are still bringing in more revenue than the Apple Watch.

“The Apple Watch has emerged as a status symbol of its own, and offers a competitive alternative to mid-range Swiss watches,” said Steven Waltzer, senior analyst at Strategy Analytics. “Apple’s massive customer base means that converting just a small percentage of iPhone users to Apple Watch users yields volume in the millions.”

The Apple Watch, which can track fitness levels and link to apps for faster check-ins at the movie theater or the gym, appeals to younger generations, while analog watches are popular among an older demographic, Strategy Analytics pointed out in a report. “People have embraced the Apple Watch as a solution that brings tech and fashion together,” said Carolina Milanesi, a tech analyst at research firm Creative Strategies.

Milanesi noted that Apple’s emphasis on health and fitness positioned its watches differently from the Swiss timepieces that are marketed as jewelry and fashion accessories.

Still, analysts said that this doesn’t spell the end of the Swiss watch as a luxury status symbol, even if it is falling behind in the smartwatch competition.

Vincent Thielke, a research analyst at market research firm Canalys, pointed out that Swiss watches are about twice as expensive as Apple watches on average ($1,000 versus $500), and in terms of absolute U.S. dollars generated, the Swiss watch industry outperformed Apple Watch last year.

Looking at unit sales alone doesn’t tell the full picture. Apple Watches might need to be replaced more frequently than Swiss watches to upgrade their technology and boost battery life, all of which could bump up Apple’s unit sales number, said Thielke.

Words to Learn 相关词汇

【地位】 dìwèi status high rank or social standing

【增加】zēngjiā bump up raise or increase

2019年苹果手表销量超过了整个瑞士手表行业的总销量。

咨询公司Strategy Analytics的调查显示，苹果手表全球销量达到3100万块，而所有瑞士手表品牌的销量加在一起只有2100万块。

这一数据是否预示着瑞士手表行业所面临的危机？分析师们意见不一。有些人认为瑞士手表业快要走到尽头了。其他一些人则指出，瑞士认证的机械手表所带来的收入依然高于苹果手表。

Strategy Analytics公司的高级分析师史蒂芬▪沃尔策说：“苹果手表象征着一种独有的身份，相对瑞士中档手表而言很有竞争力。苹果庞大的消费者群体意味着将一小部分苹果手机用户转化为苹果手表用户就能产生数以百万计的销量。”

Strategy Analytics公司在一份报告中指出，苹果手表对年轻一代更有吸引力，它能追踪健康水平，而且和应用程序相连，在电影院或健身馆都能更快入场，而指针式手表更受年长人群的欢迎。

调研机构Creative Strategies的一名科技分析师卡罗丽娜▪米拉奈西说：“人们将苹果手表视为科技和时尚的结合体。”

米拉奈西指出，二者定位不同，苹果手表将重心放在健康和健身上，而瑞士手表则作为珠宝及时尚配饰来营销。

尽管如此，分析师表示，即使在智能手表的竞赛中落后了，这并不代表瑞士手表作为奢侈品象征的地位终结。

市场调研机构Canalys的一名研究分析师文森特▪希尔克指出，瑞士手表的平均价格是苹果手表的两倍（前者均价1000美元，后者均价500美元）。如果是按销售额来计算，去年瑞士手表行业的业绩超过了苹果手表。

单看销量不能窥得全貌。希尔克指出，相比瑞士手表，苹果手表需要更频繁的替换，以获得升级的技术和更长的电池寿命，所有这些因素都会提高苹果手表的销量。

(chinadaily.com.cn)