AllAnalyst Report
logoMorningstarJune 18, 2020

The Swatch Group AG: Are Smartwatches Coming for Luxury Timepieces Next?

Symbols
SWGAY
Sector(s)
Consumer Cyclical
Rating
Premium
Current Price
$12.84
Fair Value
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Economic Moat
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Stewardship
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Summary

Swatch Group’s biggest brands are Omega (number-two Swiss watch brand by sales after Rolex), Longines (the largest premium watch brand and number four by sales globally), Breguet, Tissot (the leader in midrange Swiss watches with around 4 million annual unit sales), and Swatch. Swatch group employs 36,000 people, half of them in Switzerland. We estimate that Swatch Group makes about 30% of its sales from Omega, 10% from ultraluxury brands, 19% from Longines, 13% from Tissot, and 4% from Swatch. We estimate Omega and Longines to be the group’s most profitable brands.

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