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Sales of ceramic watches continue to slide

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The latest UK watch sales figures from industry analysts GfK illustrate the 13th successive month of sliding year-on-year sales, by value, of ceramic watches.

 

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The figures for April record a 25.11 percent drop in the sales of ceramic watches when compared to April 2014. This follows year-on-year drops in March of 36.29 percent; 17.98 percent in February; 3.27 percent in January and 20.6 percent in December.

The last recorded year-on-year increase in monthly sales of ceramic watches – of 5.72 percent – was reported in March 2014, as published in the May 2014 issue of WatchPro.

Ceramic is predominantly used in watch making both as a case material and for high contact surfaces such as bezels which, thanks to its scratch-resistant nature preserves a watch’s original condition for longer. GfK’s figures for ‘ceramic’ watches refer to watches that are either predominantly ceramic or feature ceramic components.

Jonathan Hedges, GfK’s account director for lifestyle, attributed the declines to the small market share that ceramic watches hold in the UK, according to GfK around five percent.

The lightweight material also adapts to body temperature quickly making for comfortable items when worn close to the skin, such as watches and jewellery.

A number of brands such as Rado, Bering and Chanel’s J12 collection have made ceramic their signature material and WatchPro is awaiting responses from both regarding the figures. A multitude of other brands use various ceramic components within their watch designs.

Do you sell ceramic watches in the UK? Have you noticed a dip in demand for ceramic watches? What materials are your customers interested in buying at the moment? Contact the editor james.buttery@itppromedia.com to have your say on WatchPro.

 

Tags : ceramic watchesGfKmaterialsretailsalesTRENDSuk
James Buttery

The author James Buttery

Editor of WatchPro, the WatchPro Hot 100 and The Luxury Report.

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