In this episode of Watch World, Faye Soteri and watch analyst Mark Toulson break down the luxury watch market’s reckoning. After years of record highs, exports are down, optimism is fading, and the question is clear: is this a correction, a crisis, or just time resetting itself?
Faye and Mark unpack the causes of the current turmoil — from overproduction and tariffs to shifting consumer behaviour — and debate whether this is a temporary slowdown, a crisis, or a market’s natural cycle.
They also consider what solutions the industry might adopt, from embracing Black Friday to finding growth in new regions.
Takeaways:
-The Swiss watch market faces one of its biggest tests since 2020
-Tariffs, overproduction, and shifting buyer habits are reshaping demand
-Waiting lists have shrunk and negotiation is back (on select pieces)
-Retailers must balance prestige with commercial reality
-Every correction creates opportunity for informed buyers
Chapters:
00:00 The uncomfortable conversation
01:05 Market context: exports down, optimism fading
06:45 Tariffs and pricing shifts
12:30 New markets and shifting demand
18:20 Overproduction and shared responsibility
23:45 Structural change: what comes next
27:50 Discounts, sales, and the luxury paradox
33:20 What recovery might look like
35:30 Millennials, Gen Z, and the new buyer mindset
38:15 Collector advice and closing thoughts
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Credits:
Host: Faye Soteri
Production: Keenlii
Producer: Barry Keegan
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About Watch World with Faye Soteri:
A watch doesn’t just tell the time — it tells a story. Faye brings you credible, compelling voices in the watch industry, from independent artisans to haute horology titans, alongside lifestyle moments that pair perfectly with our admiration of timepieces. Join her as she celebrates the art, design, and culture that make every watch unique.