Apple sold more watches in 2019 than the entire Swiss watch industry combined.

According to a new sales report by Strategy Analytics, Apple shipped approximately 30.7 million units worldwide last year, a 36 percent increase from the 22.5 million in 2018. Conversely, Swiss watchmakers experienced a 13 percent decline in sales, as they moved an estimated 21.1 million units.

This is the first time Apple has outsold the Swiss industry — including the likes of Swatch, Tissot, and TAG Heuer — for a complete year. Previously, however, the company did best the Swiss competition during the holiday quarter of 2017.

Strategy Analytics compiled data from retail partners and other vendors to calculate the coinciding sales estimates, as Apple does not provide Apple Watch unit sales in its quarterly earnings.

“Analog wristwatches remain popular among older consumers, but younger buyers are tipping toward smartwatches and computerized wristwear,” said executive director at Strategy Analytics, Neil Mawston.

Another Strategy Analytics analyst, Steven Waltzer, added, “Traditional Swiss watch makers, like Swatch and Tissot, are losing the smartwatch wars. Apple Watch is delivering a better product through deeper retail channels and appealing to younger consumers who increasingly want digital wristwear. The window for Swiss watch brands to make an impact in smartwatches is closing.”

Visit Strategy Analytics for more on the Apple Watch sales report.

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