In 2015 Switzerland was fucked. This blunt belief, grunted out by Apple’s Jony Ive and repeated by the media as a death knell for the watch industry, seemed to define a sad truth: that the Swiss watch was dead and Apple pulled the trigger.
Now, three years and four Apple Watches later, was Ive right? Did Apple change the world? And, most importantly, did Switzerland survive?
As you might have noticed the Swiss watch industry is still standing. The major Swiss houses – LVMH, Richemont, and Swatch Group – are seeing a major uptick in sales, especially in the US. According to the Federation of the Swiss Watch Industry, sales are up 5.5% year-over-year, a bit of news that was, amusingly, almost buried by the onslaught of Apple Watch Series 4 reviews.
This increase of US sales…