Difficult times that brands hope behind them

The carillon of the resumption will sound in Basel Watch professionals, who find themselves tomorrow for the Basel fair, the largest world rendezvous of the sector, hope that the market will start in 2010. Last year was marked with a black stone with a 22.3 of Swiss watch exports decline to 13.2 billion Swiss francs. The country remains by far the world's leading exporter of watchmaking in terms of turnover.

Met in Basel on March 25, some businesses 2,000 exhibiting focus this year on a recovery in the light of the first months of activity. Nick Hayek, the Swatch CEO, is the most optimistic. The pattern of the first global group said last week he recorded in January and February "extraordinary growth in all segments. With a rebound in sales of 40 from 2009, and nearly 10 from 2008, a record year for the group.

Other houses remain on their guard as the manufacture Audemars Piguet, who participated in the Geneva Motor Show in January. "A slight improvement to (f) may feel, however, must remain prudent, said Philippe Merk, CEO." In 2010, I think that we will be on a stable year like 2009, with perhaps a slight improvement in sales. I am optimistic, but I remain realistic. The crisis is not yet past us!

The recovery is still timid. After a slowdown in the decline in watch exports since November, overall sales abroad increased by only 2.7 per cent in January. "They will be also rose in February, said Jean-Daniel Pasche, the Swiss President of the Federation of the watch industry." I am confident that this improvement will continue. "If it expects"a better in 2010", it being not provided on a full catch-up. Positive point: the application resumes from distributors, who must rebuild their stocks and renew their collections to attract clients, but with the final consumer.

This restart is linked primarily to the increase in demand in Asia, with the exception of the Japan. "At the end of 2009, the indicators were rather positive about China, Taiwan, Korea South, and Hong Kong, resumed Philippe Merk.". This trend continues. "Europe should follow. The prognosis remains uncertain for the United States, second-largest market for the Swiss Watchmakers behind Hong Kong. In 2009, it is us that sales are most affected, with a plunge of 38, but the United Arab Emirates (-35) and Japan (-33). Lovers of beautiful "tocantes" also became rare in Hong Kong (20) and even China (15). In France, third market for Swiss manufactures, demand decreased by 14.5.

Impact on employment

If the fall was brutal, professionals feel that it is a crisis cyclical and non-structural, as in the 1980s, where the competition from Asian with quartz watches manufacturers had rolled the die. "The Japanese we said at the time:"you know make the milk and chocolate, but the industry, this is not your case, do we sell your manufactures"", recently told Nicolas g. Hayek, Swatch founder, in "Le Figaro". A bygone time. "Today, our industry is healthy, with adapted products, ensures Jean-Daniel Pasche.". There was an excitement of the market for six years, stopped net in 2009 by the contraction of global consumption. "Between 2004 and 2008, Swiss watch exports jumped by 70, before falling year last to their 2006 levels.

The sharp drop in orders has had repercussions in terms of jobs. About 6,000 positions have deleted in the sector, reducing the workforce around 47,000 employees. Zenith, Roger Dubuis, Bulgari including reviewed their numbers down. "These are mainly subcontractors for major brands, i.e. component manufacturers, who were beaten," said Jean - Daniel Pasche. Same Swatch, who refused to dismiss, had to resort to partial unemployment in the manufacture of needles and components. "We have continued to occupy our employees by reducing the gap between the development of prototypes and their production, reports Nick Hayek, although this has cost us points of margin. Difficult times that brands hope behind them.

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