Skip to main content
BoF Logo

Agenda-setting intelligence, analysis and advice for the global fashion community.

The Business of Fashion
Luxury

Piaget’s CEO on Powering Growth in a Challenging Watch Market

The Richemont-owned jewellery and watch brand is enjoying newfound momentum after relaunching its Polo 79 timepiece — part of a broader programme to reactivate the glamour of its jet-set glory days. CEO Benjamin Comar shares his vision for how Swiss watchmakers can reach new clients in a tough market for hard luxury for The State of Fashion: Luxury.
Piaget vignette lead
Piaget CEO Benjamin Comar shares his vision for reactivating the brand's heritage. (Piaget)
By
BoF PROFESSIONAL

In 2024, the value of Swiss watch exports slipped after two years of record sales in 2022 and 2023. Brands battled the lingering effects of inflation across key markets, a sustained deterioration in Chinese demand and a challenging geopolitical climate amid conflicts in Ukraine and the Middle East. Volumes also continued to slide: Despite a bump from Swatch and Omega’s MoonSwatch (estimated to shift around 1.5 million units a year), the number of Swiss watches exported each year has roughly halved since 2015.

Please sign in to ensure you can read our agenda-setting intelligence, analysis and advice. Or get in touch at support@businessoffashion.com if you experience difficulties.

Further Reading

The State of Fashion: Luxury

Macroeconomic headwinds, shifting customer preferences and a deteriorating value proposition continue to weigh on the global luxury sector in 2025. Companies need to review their strategic priorities — investing in talent development, product excellence and finding new ways to engage with clients. Download the special Luxury edition of The State of Fashion report by BoF Insights and McKinsey & Company to understand the strategic imperatives for luxury executives in the years ahead.

About the author
Robin Swithinbank

Robin Swithinbank is a contributing writer at The Business of Fashion. Swithinbank is a London based journalist, editor, and speaker who specialises in luxury watches.

In This Article
Topics
People
Series
Organisations
Tags

© 2026 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions

More from Luxury
How rapid change is reshaping the tradition-soaked luxury sector in Europe and beyond.

What Happened at Coperni Owner Tomorrow Ltd.?

The London-based showroom-turned-brand incubator, which also owns Martine Rose, is being sold to Italy’s Andrea Ciccoli. Founder Stefano Martinetto breaks down the move for BoF in this week’s High Margin luxury newsletter.

view more
Latest News & Analysis
Unrivalled, world class journalism across fashion, luxury and beauty industries.

The Industry That Eats Its Young

Small fashion labels have always been shortchanged by their wholesale partners. A wave of high-profile bankruptcies has turned a structural injustice into an existential crisis. There is a better way to do business, writes Imran Amed.

VIEW MORE

The Business of Fashion

Agenda-setting intelligence, analysis and advice for the global fashion community.
CONNECT WITH US ON
© 2026 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions, Privacy Policy, Cookie Policy and Accessibility Statement.