Omega's Ladymatic is one of Swatch's top performing products
Swatch Group achieves record sales in 2010
Posted January 25, 2011 | By Sonia Nair
The Swatch Group has achieved a new sales record, with gross sales of 2010 exceeding CHF 6 billion ($6.3 billion) for the first time.
Swatch’s total gross sales rocketed 21.8 per cent at constant exchange rates compared with 2009, hitting CHF 6.4 billion ($6.7 billion). This result is 12.7 per cent higher at constant exchange rates than its previous sales record, achieved in 2008.
Gross sales in the watches and jewellery category increased 28.1 per cent to CHF 5.5 billion ($5.8 billion).
December was a strong month for watches and jewellery, with 21 per cent growth from 2009. Swatch’s year-end performance was boosted by new releases from its Swatch, Omega and Breguet brands.
Many of the group’s brands topped their previous record sales levels, some by substantial amounts.
The group attributed its commendable overall performance to “its broad basis in all price segments and its strong presence in both established and emerging markets”.
There was a strong demand for Swatch watches and jewellery especially in Asia, but also in Central Europe and the Middle East.
It is also optimistic in its outlook for 2011.
“Sales in January 2011 are already exhibiting a positive trend with double-digit growth in local currencies,” Swatch Group said in a statement.
“The optimistic expectations are supported by the group’s strategic positioning in all market segments and its geographic presence throughout the world,” the group added.
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