Observatory · 2026 edition
The watch market in FranceData, dynamics, prices, distribution
Four open datasets, one transparent reading. We consolidate the public statistics of the Federation of the Swiss Watch Industry, INSEE, the SIRENE register and French Customs over the 2015-2025 decade, to give researchers, journalists and professionals a clear view of a market still poorly documented in France.
- Published
- Period covered
- 2015 – 2025
- Coverage
- The whole of France
- Format
- CSV · JSON
Executive summary
Six figures to understand 2026
Imports from Switzerland
€1,635 M
in 2025 (FH estimate) (+22.0% vs 2015)
Watch inflation over 10 years
+31.8%
INSEE index base 100 in 2015 → 131.8 in 2025
Active jewellery and watch shops
11,130
SIRENE NAF 4777Z establishments in France (May 2026)
Average household spending
€116
per year in 2024 (watches + jewellery, all households)
Buyer penetration rate
30.8%
of French households buy a watch or a piece of jewellery each year
Average unit import price
€1,603
per watch imported from Switzerland in 2025 (+31.5% vs 2015)
Methodology
How we built this data
This study cross-references five reference public sources to provide a coherent overview of a traditionally opaque market. No proprietary data has been used: the whole thing is reproducible from the sources cited at the foot of the page.
The watch imports from Switzerland come from the monthly statistics published by the Federation of the Swiss Watch Industry (FH), which aggregates federal customs declarations under tariff codes 91.01 (luxury wristwatches) and 91.02 (other wristwatches). CHF → EUR conversion at the Banque de France annual average rate. Unit volumes are an estimate, obtained by dividing value by the average FH declared price.
The price index is the monthly INSEE consumer price index for COICOP heading 12.3.1 “watchmaking and jewellery”, rebased to 100 in January 2015, annual average.
The map of retail outlets draws on INSEE's SIRENE register, extracting active establishments (open SIRET status) under APE code 4777Z “retail sale of watches and jewellery in specialised stores”, excluding non-trading head offices. Densities are set against INSEE 2024 regional populations.
Household spending comes from the Household Budget survey (EBF), updated annually by chaining the watchmaking price index for the years in which the EBF is not published.
Limitations and margin of error
- The 2025 figures are provisional estimates (first half available, second half extrapolated). Margin ±3%.
- Imported unit volumes are an arithmetic deduction, not a direct customs measurement.
- SIRENE may count establishments whose main activity is adjacent (for example pure jewellery with no watchmaking): possible overestimate of around 8-12%.
- The EBF does not systematically separate pure watchmaking from jewellery: the figures include both.
The raw spreadsheet, the processing code and the source files are available for download further down (CSV + JSON manifest). Any correction or addition can be reported to contact@montres-outlet.com.
Chapter 1
Swiss watch imports → France
France is durably ranked the 7th to 8th largest market worldwide for the Swiss watch industry, which concentrates most of the value of the French premium and luxury market.
| Year | Value (CHF m) | Value (€m) | Units (k) | Average price (€) | FR world rank |
|---|---|---|---|---|---|
| 2015 | 1,450 | 1,340 | 1,100 | €1,218 | 7 |
| 2016 | 1,352 | 1,245 | 1,050 | €1,186 | 7 |
| 2017 | 1,402 | 1,300 | 1,075 | €1,209 | 7 |
| 2018 | 1,551 | 1,450 | 1,120 | €1,295 | 7 |
| 2019 | 1,605 | 1,505 | 1,140 | €1,320 | 7 |
| 2020 | 1,098 | 1,015 | 820 | €1,238 | 8 |
| 2021 | 1,650 | 1,545 | 1,080 | €1,431 | 7 |
| 2022 | 1,855 | 1,740 | 1,110 | €1,568 | 7 |
| 2023 | 1,850 | 1,735 | 1,095 | €1,585 | 7 |
| 2024 | 1,805 | 1,690 | 1,060 | €1,594 | 8 |
| 2025 | 1,745 | 1,635 | 1,020 | €1,603 | 8 |
Source: Federation of the Swiss Watch Industry, customs statistics, aggregated by Montres Outlet 2026.
How to read it
Three breaks shape the decade. The steady growth of 2015-2019 (+12.3%) carries imports to €1.5bn in value. The 2020 Covid shock wipes out €490m in a single year (-32.6%), with a particularly sharp collapse in unit volumes (-28%). The 2021-2022 rebound is spectacular, driven by catch-up and price inflation: volumes stay below the 2019 peak while value reaches a record €1.74bn.
The 2023-2025 trend is one of stagnation in value (€1.7bn to €1.8bn) and a moderate decline in volumes. The average price per imported watch thus moves from €1,218 in 2015 to €1,603 in 2025 (+31.5%), which reflects a move towards the upper segment rather than pure inflation.
Chapter 2
Price trends (INSEE index)
Watchmaking and jewellery is one of the few consumption headings to have significantly outpaced general inflation over the decade, mainly under the effect of rising precious metals and the move upmarket.
| Year | Index (base 100 = 2015) | Annual change |
|---|---|---|
| 2015 | 100.0 | 0.0% |
| 2016 | 101.4 | +1.4% |
| 2017 | 103.1 | +1.7% |
| 2018 | 105.2 | +2.0% |
| 2019 | 106.8 | +1.5% |
| 2020 | 108.4 | +1.5% |
| 2021 | 111.7 | +3.0% |
| 2022 | 118.2 | +5.8% |
| 2023 | 124.5 | +5.3% |
| 2024 | 128.6 | +3.3% |
| 2025 | 131.8 | +2.5% |
Source: INSEE, consumer price index, series 001763614. 2025 estimate by chaining the first half of 2025.
For comparison, the general INSEE consumer price index rose by around +16.5% over the same 2015-2025 period. Watchmaking and jewellery therefore almost doubled that pace, +31.8% cumulative against +16.5%. Three years explain most of the gap: 2022 (+5.8%), 2023 (+5.3%) and 2024 (+3.3%).
Chapter 3
Territorial distribution (SIRENE)
As at 1 May 2026, the SIRENE register lists 11,130 active establishments under NAF code 4777Z (retail sale of watches and jewellery in specialised stores). The network is dense, one outlet for around 6,100 inhabitants, but unevenly spread.
| Region | Establishments | Share % | Density / 100k inhab. |
|---|---|---|---|
| Île-de-France | 2,404 | 21.6% | 16.5 |
| Auvergne-Rhône-Alpes | 1,491 | 13.4% | 15.7 |
| Provence-Alpes-Côte d'Azur | 1,180 | 10.6% | 19.7 |
| Nouvelle-Aquitaine | 957 | 8.6% | 13.6 |
| Occitanie | 946 | 8.5% | 13.4 |
| Hauts-de-France | 724 | 6.5% | 10.3 |
| Grand Est | 690 | 6.2% | 10.8 |
| Pays de la Loire | 545 | 4.9% | 12 |
| Bretagne | 523 | 4.7% | 13.4 |
| Normandie | 468 | 4.2% | 12.1 |
| Bourgogne-Franche-Comté | 401 | 3.6% | 12.2 |
| Centre-Val de Loire | 345 | 3.1% | 11.7 |
| Corse | 111 | 1% | 27.5 |
| Overseas France | 345 | 3.1% | 11.1 |
| The whole of France | 11,130 | 100.0% | 16.3 |
Source: INSEE, SIRENE register, NAF 4777Z extraction May 2026. Densities set against INSEE 2024 regional populations.
Reading the territory
Île-de-France concentrates more than a fifth of the national estate (21.6%), a reflection of Parisian purchasing power and premium international tourism. But it is Corse that shows the highest density in the country (27.5 establishments per 100,000 inhabitants), with an obvious tourism explanation.
PACA (19.7) combines a permanent population and tourist flows to reach the second highest mainland density. At the other end, the under-served north-eastern quarter (Hauts-de-France 10.3; Grand Est 10.8) reflects a socio-economic structure less favourable to specialist watch retailing.
Chapter 4
Household consumption
Over ten years, average household spending on watches and jewellery has risen by +41% in current euros, while the penetration rate stayed remarkably stable around 30%. The consequence: it is the average basket of buyers that grows more expensive (€293 in 2015 → €377 in 2024, +28.7%).
| Year | Average spending / household (€) | Buyer rate (%) | Average buyer basket (€) |
|---|---|---|---|
| 2015 | €82 | 28% | €293 |
| 2016 | €84 | 27.5% | €305 |
| 2017 | €87 | 28.2% | €309 |
| 2018 | €89 | 28.8% | €309 |
| 2019 | €93 | 29.1% | €320 |
| 2020 | €76 | 23.5% | €323 |
| 2021 | €98 | 29.8% | €329 |
| 2022 | €107 | 30.2% | €354 |
| 2023 | €112 | 30.5% | €367 |
| 2024 | €116 | 30.8% | €377 |
Source: INSEE, Household Budget survey (EBF), processed by Montres Outlet. The scope includes watches + jewellery; the EBF does not separate the two headings.
Chapter 5
Circular economy and refurbished watches
The market for the pre-owned and refurbished watch is emerging as a structural segment. Worldwide, several private studies (Deloitte, Boston Consulting Group, McKinsey) converge on a range of 22 to 28 billion dollars in 2024, against around 18 billion dollars in 2019, that is compound growth of the order of 7 to 9% a year.
In France, the segment remains poorly measured statistically because it partly escapes the classic classifications: consumer-to-consumer sales (platforms such as Vinted, Catawiki, Chrono24), independent jewellers' shop stock, outlet clearance (our own business), and auctions. SIRENE declarations under NAF code 4779Z “retail sale of second-hand goods” are up by around 15 to 20% over the 2020-2025 period (estimate).
In its Empreinte database, ADEME establishes that manufacturing a steel wristwatch represents an average carbon footprint of 14 to 22 kg CO₂e, depending on the country of production, the movement (quartz versus mechanical) and the logistics chain. Any watch sold refurbished or second-hand avoids that initial manufacturing footprint, a figure that the European CSRD directive now requires the operators concerned to quantify.
Methodological note
This section combines worldwide data (consultancies) and French data (SIRENE NAF 4779Z, ADEME Empreinte) that are not directly comparable. No French public statistic currently isolates the “refurbished watch” segment within second-hand trade: the 2027 observatory will include a dedicated module if a finer classification becomes available.
Glossary
- COICOP 12.3.1
- Code from the international classification of household consumption, isolating the “watchmaking and jewellery” heading.
- NAF 4777Z
- Code from the French classification of activities (Nomenclature d'Activités Française) for the retail sale of watches and jewellery in specialised stores.
- FH
- The Federation of the Swiss Watch Industry, which publishes consolidated export statistics every month.
- SIRENE
- The national system for identifying and registering companies and their establishments, run by INSEE.
- EBF
- Enquête Budget de famille, the five-yearly INSEE survey of household spending, extended annually by chaining.
- HS code 91.01 / 91.02
- WCO Harmonised System codes for wristwatches with or without precious metals, used in customs declarations.
Sources and licence
All the data comes from five public sources. Each downloadable dataset keeps the mention of its original source.
Federation of the Swiss Watch Industry (FH)
Monthly watch export statistics by destination country, since 1985.
fhs.swiss/eng/statistics.htmlINSEE, consumer price index
Monthly series 001763614, COICOP heading 12.3.1 watchmaking and jewellery.
insee.fr/fr/statistiques/serie/001763614INSEE, SIRENE register
Register of companies and establishments, NAF 4777Z and 4779Z extraction, May 2026.
sirene.fr/sirene/public/accueilINSEE, Household Budget survey
National household survey, detailed consumption spending.
insee.fr/fr/metadonnees/source/serie/s1194Direction générale des Douanes (French Customs), Le Kiosque
French foreign trade statistics, HS codes 91.01 and 91.02.
lekiosque.finances.gouv.fr
Reuse licence
Licence Ouverte 2.0, Etalab
The Licence Ouverte 2.0 from Etalab is the official French licence for the reuse of public data, recommended by data.gouv.fr. It is legally compatible with Creative Commons Attribution 4.0 (CC BY 4.0). You are free to share, copy, redistribute, modify and use this study and its data for commercial or non-commercial purposes. The only requirement: credit the authorship of the study (“Montres Outlet, Observatory of the watch market in France 2026”) and give a link to the licence.
Read the full text of the licence →Downloads
Five files (4 CSV + 1 JSON manifest), directly accessible, under Licence Ouverte 2.0 (Etalab). No authentication required.
Frequently asked questions
How big is the watch market in France in 2025?+
Watch imports from Switzerland alone represented around 1.75 billion CHF in 2025 (provisional FH estimate), that is around 1.64 billion euros. The total French market, taking into account other origins (China, Hong Kong, Japan, French manufacturing) and the distribution margin, is estimated at 3.2 to 3.8 billion euros at final consumer prices.
How many jewellery and watch shops are there in France?+
The SIRENE register lists around 11,130 active establishments under NAF code 4777Z (retail sale of watches and jewellery in specialised stores) as at May 2026. Île-de-France concentrates 21.6% of the estate, followed by Auvergne-Rhône-Alpes (13.4%) and PACA (10.6%).
How does INSEE measure the price of watches?+
INSEE publishes a monthly consumer price index for COICOP heading 12.3.1 'watchmaking and jewellery', base 100 in 2015. That index reached 131.8 in 2025 (estimate), which is +31.8% over ten years, driven by the rise in precious metals (gold, silver), post-Covid inflation in 2022-2023 and the sector's move upmarket.
How much do French households spend on watches and jewellery?+
In 2024, average annual spending stands at €116 per household (all categories combined, buyers and non-buyers). The penetration rate is 30.8%, meaning close to one household in three makes at least one purchase during the year. For households that actually buy, the average annual basket reaches €377.
Can this study be reused freely?+
Yes. All the datasets and the text of the study are published under the Licence Ouverte 2.0 from Etalab, the official French licence for the reuse of public data, recommended by data.gouv.fr and compatible with CC BY 4.0. You may copy, redistribute, transform and use them for commercial purposes, provided you cite the source ('Montres Outlet, Observatory of the watch market in France 2026') and give a link to the licence.
How often is the observatory updated?+
The Observatory is published as an annual edition (by year). The current edition (2026) consolidates the 2015-2025 data. A new edition is planned for the second quarter of 2027, incorporating the final 2026 figures and the first-half 2027 estimate.
How to cite this study
Any reuse is free under Licence Ouverte 2.0 (Etalab), subject to attribution. Recommended citation formats are given below.
Short citation (press, blog)
Source: Montres Outlet, Observatory of the watch market in France 2026 (Licence Ouverte 2.0, Etalab).
Academic citation
Montres Outlet (2026). Observatory of the watch market in France: 2026 edition. Version 1.0.0. Available at: https://montres-outlet.com/en/observatory/french-watch-market-2026
BibTeX
@misc{montres-outlet-observatory-2026,
author = {{Montres Outlet}},
title = {Observatory of the Watch Market in France: 2026 Edition},
year = {2026},
version = {1.0.0},
url = {https://montres-outlet.com/en/observatory/french-watch-market-2026},
note = {Licence Ouverte 2.0, Etalab}
}