With the second half of the year underway, we're thrilled to share our Luxury Watch H1 2026 Report, a deep dive into how leading maisons are using communication, nostalgic design and experiential retail to stand out in a market that is holding steady but moving unevenly.

In the first half of 2026, Swiss watch exports reached CHF 12.8 billion, down 0.7%, as exports to the United States fell 14.8% while India grew 31.5%. At the same time, the 20 maisons we track raised their activations by 45%, with communication now making up 55% of the total. Brands are choosing to speak louder rather than step back, from sport's biggest stages to the sold out Audemars Piguet x Swatch Royal Pop.

Explore the key trends that shaped the watch industry in H1 2026.