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Watch retailers should build around what a store does especially well—letting customers compare and try on watches, and offering informed, personal advice—while connecting those strengths to convenient online services. Pre-owned watches are another opportunity to evaluate, particularly for retailers prepared to handle sourcing, condition checks, authentication and resale.
Are watch buyers still shopping in stores?
Yes, in the markets surveyed by Deloitte Switzerland for its 2025 watch-industry study. More than 60% of respondents said they buy watches in stores. In the survey, 38% reported buying from multi-brand stores and 23% from mono-brand boutiques. These are findings from a survey of consumers in Switzerland and major Swiss export markets, not a forecast for every retailer or geography. Deloitte’s study page describes the survey scope.
The reasons shoppers gave point to a practical advantage for physical retail: 51% cited being able to try on watches as a main reason to shop in store, while 44% cited advice and personal interaction. Meanwhile, 30% preferred buying watches online. Those results suggest that retailers do not need to treat store and online shopping as competing choices; they can make the digital experience useful before, during and after a store visit. Deloitte’s 2025 findings report these preferences.
What should a store offer that a website cannot?
Make comparison, fit and knowledgeable help central to the visit. A customer choosing among several brands can see differences side by side, try on different case sizes and styles, and ask questions in the moment. The value is not simply having watches on display; it is helping a shopper make a more confident choice.
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- Excellent Workmanship: The watch box is lined with soft velvet to protect your beloved watches from scratches, crafted with quality PU for long-term service, and equipped with a sturdy metal lock for better protection
- Clear Glass Lid: The large see-through glass lid of this watch case allows you to see and find the right watch at a glance. Plus, it’s durable and easy to clean
- 2-Layer Storage: The top layer with 12 slots offers a cozy home for your watches with a dial size up to 48 mm, and a bottom drawer with various areas offers extra space for your necklaces, rings, earrings, and more
- Gift for Loved Ones: Be it for an anniversary or birthday, this watch box organizer is a smile-inducing gift to any true watch enthusiast
- What You Get: A classic watch storage box with 12 slots, watch pillows that can be removed to store jewelry, and a glass lid that protects your watches from dust
Deloitte Switzerland’s Karine Szegedi, Head of Consumer and Luxury & Fashion, describes the role of the store this way: “The in-store shopping experience is a key success factor, particularly in an increasingly digital environment. Advice, atmosphere and the opportunity to experience products physically create trust in the brand – no online channel can replace these aspects,” Deloitte Switzerland.
That opportunity matters as watchmakers invest in their own boutiques. Multi-brand retailers can differentiate through choice across brands and the ability to help customers compare, but survey preferences alone do not establish how that advantage translates into sales for any individual shop. Retailers also need to watch for changes in brand access and in who owns the customer relationship.
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- Overall size: 7.48"D x 13.39"W x 5.31"H (19x34x13.5cm); with 12 slots and can fit different types of watches with a dial size up to 50 mm
- 2-Layer: The upper layer can hold 12 watches, and the bottom drawer offers additional storage for watchbands, cufflinks, bracelets, rings, pens, necklaces, and other jewelry, keep them in one place and protect them against dampness, shaking and friction, or missing
- Clear Glass Lid: Sturdy glass window display watches collection, keep watches from dust and scratching, find your fave at a glance to save time
- Quality Materials:PU leather exterior and soft lining for a stylish look to protect the watch from scratches; soft-yet-supportive pillows fit most sizes and styles of watches, keeping them in good shape
- Gifts for Loved Ones: Perfect for your family, friends, son, father, brother, boyfriends, grandpa, wives, and mothers on Christmas, Father’s Day, Valentine’s Day, anniversaries, birthdays, graduations, etc. Or why not treat yourself? You deserve it!
How can online services support the store?
Use digital tools to reduce friction, not to imitate every part of an in-person visit. Deloitte identifies click-and-collect, personalized online appointments and AI-powered product finders as examples of services retailers can consider. A customer might explore options online, arrange a focused appointment, then try on shortlisted watches in person or collect a purchase from the store.
The survey points to consumer behavior and possible tools; it does not quantify the return on investment of these services. A retailer should choose based on its own inventory, staff capacity and customers’ needs, and assess whether the service makes discovery or purchase easier.
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- Overall size: 12.8"W x 4.3"D x 4.3"H (32.5x11x11cm); with 6 slots and can fit different types of watches with a dial size up to 50 mm
- 2-Layer: The upper layer can hold 6 watches, and the bottom drawer offers additional storage for watchbands, cufflinks, bracelets, rings, pens, necklaces, and other jewelry, keep them in one place and protect them against dampness, shaking and friction, or missing
- Clear Glass Lid: Sturdy glass window display watches collection, keep watches from dust and scratching, find your fave at a glance to save time
- Quality Materials:PU leather exterior and soft lining for a stylish look to protect the watch from scratches; soft-yet-supportive pillows fit most sizes and styles of watches, keeping them in good shape
- Presents for Loved Ones: Perfect for your family, friends, son, father, brother, boyfriends, grandpa, wives, and mothers on Christmas, Father’s Day, Valentine’s Day, anniversaries, birthdays, graduations, etc. Or why not treat yourself? You deserve it!
Should watch retailers sell pre-owned watches?
Pre-owned is worth evaluating as a potential assortment and entry point for customers, but it is not a plug-and-play extension of new-watch retail. Deloitte’s 2025 survey found that 40% of surveyed Gen Z respondents intended to buy a pre-owned watch in the next 12 months, compared with 20% of baby boomers. These are stated intentions, not completed purchases or a sales forecast. The same study reported that 53% of younger respondents intended to buy a traditional watch and 54% intended to buy a smartwatch. Deloitte’s report presents these consumer findings.
Before adding pre-owned inventory, a retailer needs a workable approach to sourcing, condition assessment, authentication, pricing and resale operations. The survey supports consumer interest, but it does not prescribe an operating model or certify any authentication provider. The commercial case therefore depends on whether the retailer can manage those responsibilities while maintaining customer trust.
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- Protect Your Watches: Easy to close and open, organize all of your watches in one place and protect watches against dampness, shaking and friction, or missing
- Clear Glass Lid: Watch display case with sturdy glass window display watches collection, keep watches from dust, find your fave at a glance to save time; also charge your solar-powered watches
- 12-Slot: Watch Organizer can store 12 watches and fit different types of watches with a dial size up to 48 mm; Dimension: 12.9"W x 7.99"D x 3.43"H (32.8*20.3*8.7cm)
- Quality Materials: PU leather exterior and soft lining for a stylish look to protect the watch from scratches; soft-yet-supportive pillows fit most sizes and styles of watches, keeping them in good shape
- Gifts for Loved Ones: Watch box organizer for your family, and friends on Father's, Valentine's, Anniversary, Birthday, Graduation, Christmas, etc. Or, why not treat yourself? You deserve it
How should retailers read the industry forecasts?
A 2021 McKinsey and Business of Fashion outlook helps explain why retailers face structural pressure from direct-to-consumer strategies and the growth of pre-owned sales. It projected that $2.4 billion in annual revenue would shift from multi-brand retailers to watchmakers by 2025, that pre-owned watch sales could reach $29 billion to $32 billion by 2025, and that traditional mid-market players could forgo $2.5 billion in revenue by that year. These are historical projections, not verified results or current market-size figures. The 2021 outlook provides the original context.
Its strategic point remains useful without treating the numbers as present-day outcomes: direct retail requires skills and capabilities that a brand may not already have. The report quoted Watch Distributors Directory cofounder and CEO Thomas Baillod: “DTC will be a challenge for a lot of companies. They are not store operators and, perhaps more importantly, they have not historically been consumer-facing, and so need a very different set of skills to manage those direct conversations.”
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- Excellent Workmanship: The watch box is lined with soft velvet to protect your beloved watches from scratches, crafted with quality PU for long-term service, and equipped with a sturdy metal clasp for better protection
- Clear Glass Lid: The large see-through glass lid of this watch case allows you to see and find the right watch at a glance. Plus, it’s durable and easy to clean
- 12 Spacious Watch Slots: This 12-slot watch display case offers enough space for your growing watch collection. Each slot is spacious and can fit different types of watches with a dial size up to 48 mm
- Gift for Loved Ones: Be it for an anniversary or birthday, this watch box organizer is a smile-inducing gift to any true watch enthusiast
- What You Get: A classic watch storage box with 12 slots, watch pillows that can be removed to store jewelry, and a glass lid that protects your watches from dust
The same report framed pre-owned as a way for heritage brands to bring their history into a customer-facing offer. Former Girard-Perregaux CEO Michele Sofisti said: “The market has great potential—if brands with a rich history focus on leveraging pre-owned to showcase their brand’s heritage, you can have an interesting market.” For an independent retailer, the relevant question is whether it can offer a credible, well-managed pre-owned experience—not whether an older market forecast guarantees demand.
What should a retailer prioritize?
- Store-led, multi-brand retail: Make try-on, comparison, informed advice and personal service easy to access.
- Omnichannel service: Connect online discovery and assistance to store visits with options such as click-and-collect or appointments, then judge their value against the retailer’s own costs and customer response.
- Pre-owned assortment: Evaluate whether the business can source, assess, authenticate, price and resell watches reliably before committing inventory.
- Brand competition: Track brand access and customer relationships while using multi-brand choice and service to distinguish the store.
Deloitte’s 2025 study surveyed 6,500 consumers across Switzerland and major Swiss export markets, including Mexico for the first time, and 111 watch-industry executives. Its press release also reports that 74% of surveyed executives expected bricks-and-mortar retail to maintain its lead over the next five years. That is an executive expectation, not a measured future outcome. For context on consumer interest, 72% of respondents planned to buy a traditional watch for their own use in the next 12 months; this is survey intent in the study’s markets, not a universal retailer forecast. Deloitte’s study page outlines its survey, while its press release summarizes the retail findings.
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