Swatch Group Reports 8.5% Sales Growth in H1 2026
Swatch Group Returns to Growth with 8.5% Sales Increase in First Half 2026
Swatch Group, the Swiss watchmaking giant behind brands like Omega, Longines, and Tissot, has reported a strong return to growth in its half-year 2026 report. After two difficult years with sales declining 12% in 2024 and 7% in 2025, the group recorded sales up 8.5% at constant exchange rates for the first half of 2026.
Key Financial Metrics
| Metric | H1 2026 | Growth |
|---|---|---|
| Total Sales | CHF 3,121 million | +8.5% (constant rates) |
| Q2 Sales Growth | - | +9.4% |
| Watches & Jewellery Segment | - | +9.5% |
| Growth at Current Rates | - | +2% |
Regional Performance Breakdown
Swatch Group saw strong growth across all continents, with particularly impressive results in key markets:
- United States: +27% growth
- Spain: +28% growth
- Italy: +12% growth
- Japan: +20% growth
- South Korea: +12% growth
- China (including HK/Macau): +9% growth
- Australia: +5% growth
Brand Performance Highlights
Several Swatch Group brands delivered standout results:
- Omega: Recorded strong growth of +20% at constant rates in retail business
- Breguet: Had an excellent half year, capitalizing on 250th anniversary innovations
- Longines, Tissot, Hamilton: Achieved two-digit turnover increases
- Audemars Piguet x Swatch: Described as "a resounding global success" with over 25 billion social media views
Outlook for H2 2026
Swatch Group indicated that the strong sales acceleration observed in May and June, confirmed in early July, "augurs an important sales growth in the second half of 2026." However, currency headwinds remain a challenge, with negative currency effects of nearly CHF 200 million impacting reported growth at current exchange rates.
Frequently Asked Questions
Q: What caused Swatch Group's turnaround in 2026?
A: The recovery is driven by strong demand in the US (+27%), Japan (+20%), and Europe, along with successful product launches and the popularity of the AP x Swatch collaboration.
Q: How does Swatch Group's performance compare to competitors?
A: Swatch Group's +8.5% growth aligns with Richemont's +8% for watches but is below LVMH's +9% for its Watches & Jewellery division.
Q: What is the impact of currency fluctuations?
A: The strong Swiss franc reduced reported growth from +8.5% at constant rates to just +2% at current rates, representing nearly CHF 200 million in negative currency effects.
Source: Monochrome Watches, Swatch Group Half-Year Report 2026 (July 21, 2026)