Swatch Group Reports Sales Up 8.5% in its Half-Year Report 2026
A strong increase in sales, driven by a solid momentum across all price segments and all regions.
Following two difficult consecutive years, with sales down 12% in 2024 and 7% in 2025, the Swatch Group, the Swiss watchmaking giant owner of brands such as Omega, Breguet, Longines, and Tissot, is now back to growth. Indeed, as indicated by its half-year 2026 report, Swatch Group recorded “a strong increase in sales, up +8.5% at constant exchange rates, despite the geopolitical challenges in the Middle East,” with a strongly marked acceleration observed in May and June, and confirmed in July. There are, however, a couple of points to nuance the growth.
It is no secret that Swiss giant Swatch Group has been in a rather difficult position for the past few years, seeing its sales going down quite rapidly, while its competitors, such as Richemont, Rolex or LVMH, were reporting growth (in some cases) or less drastic decline in sales, as well as gaining stronger market shares. For the first half of the year 2026, however, the Group is reporting sales up +8.5% at constant exchange rates, in line with the results we’ve seen recently from Richemont (+8% for the watchmaking division). Moreover, in the second quarter, the sales were up by +9.4% at constant exchange rates. In total, sales for the first 6 months of 2026 are reported at CHF 3,121 million, versus CHF 3,059 million for the same period in 2025.
However, some comments are necessary. If we look at the growth in current rates, sales are up 2%, impacted by negative currency effects of almost CHF 200 million, due to a currently strong Swiss franc. As for the Watches & Jewellery segment (excluding production), sales were up +9.5% at constant exchange rates, for every continent. The United States recorded a growth of +27%, a trend also visible in most European markets, such as in Spain (+28%) and in Italy (+12%). Sales in Asia and Oceania also increased, notably in Japan (+20%), South Korea (+12%), and Australia (+5%). Sales were up +9% in China (including Hong Kong SAR and Macau SAR).
As for brands, Swatch Group indicates that “Breguet had an excellent half year in a challenging environment for luxury brands, capitalising on the bold innovations launched during its 250th anniversary.” Also important, Omega recorded a strong growth of +20% at constant rates in the retail business. In addition, with two-digit turnover increases, Longines, Tissot and Hamilton experienced impressive growth, reflecting the robust performance from entry-level and mid-range brands. Finally, while no word is given regarding sales, the Audemars Piguet X Swatch collaboration is said to be “a resounding global success since its launch” that has “generated more than 25 billion views on social media.”
Swatch Group also indicates that “the strong sales acceleration in May and June, which is confirmed during the first weeks of July, augurs an important sales growth in the second half of 2026.” To be confirmed in early 2027… For more information, please visit swatchgroup.com.